OOH media to remain at the forefront of advertising

With dates of its 2021 edition nearing, Media Expo New Delhi has shared insight into the potential of the out-of-house advertising (OOH) industry post pandemic. The trade exhibition will unite some of the largest manufacturers in OOH media including Colorjet, Mehta Cad Cam, Mimaki, Monotech, Rextone, Silicon Infotech and Timex Bond among others.

According to Media Expo, the OOH industry experienced an all-time low period, recording nearly 50% degrowth during the lockdown. The reduced number of people on roads and transit, along with shutting of malls, retail showrooms and commercial complexes significantly neutralised 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 eCommerce mediums to reach the in-home audience.

“However, despite the 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,” it stated in a press note shared with PrintWeek.

According to a report released by Google, the mobility trends for public transportation hubs in India have surpassed pre-pandemic levels and currently stands 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.

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,” the note stated.

Smarth Bansal, GM product/brand management, ColorJet, shared: “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 large audiences.”

“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,” the note stated.

OOH advertising driven by digital
“Digitisation was already a driving force in OOH even before the pandemic,” it stated. “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 an 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,” it stated.

A crucial meeting point
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 such as Bhutan, China, Hong Kong, Korea, Nepal, Singapore, Sri Lanka, Taiwan, the UK and USA.

Returning in 2021 with its New Delhi edition, the theme of Media Expo New Delhi will be to support business recovery and localisation, 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,” Shailesh Mehta, director, Mehta Cad Cam Systems said. “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.”

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 organised under the safety parameters of MFI SafeConnect, thus providing a secure space for face-to-face business networking.