Medium has a capacity

First and foremost is that this medium has a capacity to target consumers across socio-economic classes – from a Merc to a Maruti driver, and even to a bus traveller – as explained by Abhishek Kandoi, Director, Flash Media Ltd, to 4Ps B&M, “We can capture all sorts of target audience that is not a possibility with any other media.” No wonder that Hutch, Tata Indicom, Airtel, HLL, Suzuki, GM, ING Vysya, ICICI and many more have started using the OoH space with a special emphasis on outdoor advertising. Also, apart from Mumbai and Kolkata, Delhi is also emerging as a major hub for such advertising, especially pegged up by Delhi Metro that has attracted a host of advertisers including airlines, banks, retailers and TV channels. Even in the US, as reported by L.A. Times, a host of 150 big brands such as GM, Coke, Nokia etc have made special campaigns for the OoH media; as a result of which, the US OoH industry has shown a smashing 27% growth in 2006. Alyque Padamsee, considered the trend spotter of Indian advertising, asserting the importance of outdoor media, had once said, “For years and years, advertisers have wanted to impact customers with audio-visual force while they shop.”

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Source : IIPM Editorial, 2008

An Initiative of IIPM, Malay Chaudhuri and Arindam Chaudhuri (Renowned Management Guru and Economist)