The return of OOH at the forefront of advertising
The out-of-house advertising (OOH) industry experienced an all-time low period, recording nearly 50% de-growth during the lockdown. The reduced number of people on roads and transit, along with the shutting of malls, retail showrooms, and commercial complexes significantly neutralized the impact of OOH. Meanwhile, this also allowed the digital advertising segment to expand its share in the market, as countless businesses and advertisers adopted on-screen advertising and e-commerce mediums to reach the in-home audience.
However, despite these challenges the segment played a pivotal role in keeping people informed and safe with hoardings and posters publishing COVID-19 safety measures and vaccination reminders from public health authorities.
According to a report released by Google, the mobility trends for public transportation hubs in India have now surpassed pre-pandemic levels and currently stand at +1% across India. As the footfalls in public transportation continue to grow, the OOH industry will also see a gradual rise in the impact of transit advertising.
The return of OOH at the forefront of advertising
Currently, the ‘shift to digital’ slogan has become more profound among advertisers, but the inevitable truth is that digital advertising cannot replace outdoor advertising. One of India’s largest manufacturers of digital inkjet printers and a regular exhibitor of Media Expo, Mr. Smarth Bansal, GM Product / Brand Management, ColorJet, shared: “Out-of-home media (OOH) has proven itself time-in-time as an invaluable tool to increase brand awareness, drive store visits, build equity, and improve retail advertising effectiveness across the rest of the media. As outdoor advertising checkpoints gradually become active, the impact of OOH media will be significantly greater as compared to the pre-pandemic stage. The tangible and emotional touch that outdoor advertising provides will be much more cherished by consumers venturing out of their homes after a series of lockdowns. OOH, media isn’t limited to advertising anymore, it is also being used to disseminate welfare messages to a large audience.” While the OOH platform will continue to remain at the heart of advertising, digital and technology-enabled media will also continue to gain momentum in the coming years.
OOH advertising is driven by digital
Digitization was already a driving force in OOH even before the pandemic. Several businesses and advertisers have engaged analytical tools and software to pick the best locations for OOH campaigns and successfully target their audience in the most effective way.
As evolution in traditional outdoor advertising, Digital out-of-home (DOOH) advertising has emerged a major phenomenon in the past few years and shows great promise from a long-term perspective. In fact, DOOH is one of the fastest-growing forms of advertising today which is also resilient to some of the problems faced in online advertising. For instance: Similar to digital ads, DOOH provides the advantage of targeted and enhanced traffic data, however, it is also immune to ad blockers.
As the OOH ecosystem continues to evolve technologically, digital signage and billboards will continue to attract attention and offer greater opportunities to local manufacturers, while at the same time the printed ad segment will continue to carry on the legacy of traditional outdoor advertising.
Media Expo 2021: A crucial meeting point for advertising industry professionals
Backed by a successful legacy of over two decades, Media Expo New Delhi brings together leading global brands and creative professionals to converge and discover path-breaking future technologies in indoor and outdoor advertising & signage solutions. In 2019, Media Expo New Delhi garnered footfall of 17,711 visitors in total, of which 27% Indian visitors hailed from the New Delhi region, while the remaining 73% converged from other states, including Bihar, Chhattisgarh, Gujarat, Haryana, Madhya Pradesh, Maharashtra, Punjab, Rajasthan, and Uttar Pradesh. The trade fair also attracted attention from foreign buyers emerging from countries like Bhutan, China, Hong Kong, Korea, Nepal, Singapore, Sri Lanka, Taiwan, The U.K., and the USA.
Returning in 2021 with its New Delhi edition, Media Expo is where creative professionals and advertisers can get attuned to the latest trends in indoor and outdoor advertising. This year, the theme of Media Expo New Delhi will be to support business recovery and localization and strongly serve as a platform for businesses to identify growth opportunities in the Indian advertising industry.
“There is no doubt that Media Expo is one of the largest printing and signage advertising exhibitions in India and certainly an instrumental platform for our business. Over the years the exhibition has given us the opportunity to launch and showcase our new innovations before the global audience. This year, we are very excited to unveil our latest technology in solvent printers, eco-solvent printers, UV flatbed printers, and UV roll-to-roll printers at the upcoming edition of Media Expo New Delhi in Noida.” shared, Mr. Shailesh Mehta, Director, Mehta Cad Cam Systems Pvt Ltd.
Through its 47th edition, Media Expo New Delhi is poised to reunite leading OOH solution manufacturers and advertising professionals on its show floor at India Expo Mart, Greater Noida from 18 – 20 November 2021. The trade fair will be organized under the safety parameters of MFI SafeConnect, thus providing a secure space for face-to-face business networking.
About the author:
Raj Manek, Executive Director and Board Member, Messe Frankfurt Asia Holding Ltd.