The estimated size of the Out of Home (OOH) industry was Rs 15 billion in 2008, which is projected to become almost twice its current size in 2013 (ie Rs 25 billion).

 

Sanjeev Gupta, managing director, Global Advertisers, said, “We are enjoying the season with 80 per cent occupancy. Along with banking products this year we have got large number of bookings from M&E sector. We have also seen a trend of marketing special ‘Maha’ episodes of daily soaps, award ceremony and television premier of movies. Our team at Global has already geared up for converting challenges into opportunities.”

 

Besides TV shows, movies and award ceremonies heed to OOH for their promotions. Recently, Global advertisers accomplished a campaign for 19th edition of Lions Gold Awards which recognise stalwarts of different walks of life for their outstanding contribution in their respective fields.

 

The advertising agency placed three hoardings at strategic locations at Malad, Santacruz and Sion covering western and central line commuters of Mumbai. “These hoardings were positioned at heavy traffic junctions and market areas which cover approximately six lac travelers every day,” added Gupta. The 40x42ft, 40x40ft and 40x20ft hoardings were printed at Mumbai-based Pacific Digital Print. He further added, “OOH campaigns are effective, maximizes your reach, unavoidable presence, caters to mass audience and most importantly they are cost-effective.”

  

Global Advertisers ran similar such campaign for fifth edition of Glory Awards 2013 which will honour Indian classical vocalist and Padma Vibhushan recipient Pandit Jasraj. The hoardings of this event were strategically positioned at Andheri and Sion.

 

Gupta said, “These days movies have a significant budgets assigned for outdoor promotions in tier-two and tier-three cities such as Ahmedabad, Ludhiana, Surat, Jalandhar and Pune, apart from metros.”