Gujarat is an important OOH destination for national brands: Specialist agencies

In an OOH market like Gujarat where the regional brand advertisers contribute richly to the advertising flow, the moot question was how motivated the national brand agencies are to bring business to the key Gujarat markets. Addressing a session on ‘Planning & Buying: Is Gujarat poised for higher OOH spends by national brands’, Deepa Gupta, VP of South and West at Madison World; Anchal Kumar Dhawan, VP-National Head of Times One, a division of Times OOH; and Dinesh Panjabi, Regional Director - West at Rapport Advertising offered nuanced perspectives on the state of the Out-of-Home (OOH) advertising market in Gujarat. The session was moderated by Rajiv Raghunath, Managing Editor of Media4Growth.

Rajiv initiated the conversation by probing the panellists about the perceptions of the OOH market among both brands and media agencies. Deepa Gupta, drawing from her extensive experience, emphasised the cultural significance of events like the World Cup final and Filmfare Awards held in Gujarat. These events, she argued, underscored Gujarat's appeal as a prime destination for national brands seeking to connect with diverse audiences. Furthermore, Deepa underscored Gujarat's standing among the top 5 OOH markets, highlighting its immense potential for further growth and investment.

Building on Deepa's insights, Dinesh Panjabi provided a strategic assessment of Gujarat's market dynamics. He emphasised the state's pivotal role in the national landscape, citing recent infrastructural developments and the role of both national and local brands as key drivers of OOH growth. Despite challenges such as visibility and media inventory, Dinesh remained optimistic about Gujarat's allure to national brands, urging stakeholders to capitalise on the burgeoning opportunities within the state.

Anchal Kumar Dhawan delved into the economic underpinnings of Gujarat's OOH industry, shedding light on Times One's remarkable achievements in the region. He articulated a vision of doubling business figures, underscoring the imperative of identifying impactful sites in unexplored markets. He stressed the importance of reducing media clutter and maximising visibility, thereby enhancing the effectiveness of OOH advertising campaigns in Gujarat.

The discussion pivoted towards addressing the issue of site visibility, a critical aspect of effective OOH advertising. Deepa proposed a collaborative approach, advocating for the provision of comprehensive audience metrics by media owners. Such metrics, she argued, would empower brands to make data-driven decisions and craft tailored strategies aligned with audience demographics and location-based insights.

In conclusion, the panellists offered a raft of insights into the multifaceted landscape of Gujarat's OOH advertising market. From cultural resonances to economic imperatives, the discussion illuminated the diverse opportunities and challenges inherent in the state's advertising ecosystem. As stakeholders continue to navigate this dynamic landscape, collaboration, innovation, and a keen understanding of local nuances will undoubtedly be key to unlocking the full potential of Gujarat's vibrant OOH market