Foray into new areas to grow TN OOH business: Ranadeb Paul

Tamil Nadu OOH industry can be looked at in two phases: pre-2008 and post-2008. While pre- 2008 saw a booming OOH industry in the region, post-2008 (following Court ban on hoardings) was all about innovations and meeting the creative challenges. Stating this while speaking on the theme'Are there new & emerging OOH opportunities in Chennai and rest of Tamil Nadu', Ranadeb Paul, AVP & Business Head South & East & National Head, Activation, Kinetic Worldwide India, said that the media owners of Tamil Nadu need to take a bow for keeping the industry still dynamic, though not as other metro cities, even while surrounded with numerous government constrains.  

Tamil Nadu OOH industry still stands as Rs 80-100 crore industry with Chennai alone generating 70% of the total revenue, he said. Though bus shelters play a key role in reviving the OOH industry, it is the railway advertising that generates the maximum revenue. While billboards are important for any campaign, given the restrictions, Chennai can use other legalised modes like bus shelters, bus and cab brandings, wall paintings, FOB and lamp posts.

Paul said that for major cities like Coimbatore, Salem, Madurai, and Trichy, billboards prove to be the only option that works. The important fact to ponder upon is how to improve the market size because statistical figures show that Tamil Nadu market revenue has not increased over the years. Finding a right medium for advertising has always been a challenge for the media owners of Chennai. Nevertheless, a trend of many national and international brands making their mark in Chennai is also seen which proves that there is enough opportunity to explore new and innovative medium for OOH.

Government, the OOH industry and the clients will have to put serious efforts to make Tamil Nadu an attractive market, he said. Sole rights on various media will definitely help the media owners. The upcoming Metro network would prove to be a good opportunity for advertising as metro pillars, station branding and train branding opportunities can be explored. Digital media is the future and it can also play a key role in boosting Chennai OOH industry, he said. Is Chennai looking forward to leverage on these opportunities, he asked the industry.