‘Unified industry action, reintroduction of large formats in key markets key to OOH growth in southern markets’

In a panel discussion on the theme of ‘What will it take to double OOH business in southern markets’, moderated by Rajiv Raghunath, Managing Editor, Media4Growth, Rohit Chopra, COO, Times Innovative Media; Nabendu Bhattacharyya, Founder, ideacafe.agency; Jayesh Yagnik, CEO, MOMS Outdoor; and Atul Shrivastava, Group CEO, Laqshya Media Group

came together to delve into strategies aimed at doubling business in the Southern OOH markets. 

The panel discussion, conducted at the South India Talks OOH conference, organised in Chennai on February 2, kicked off with Rohit Chopra providing insights into the growth strategy of Times OOH in the southern region. Focused on expanding twice as fast as the overall OOH industry, Times OOH aims to achieve this by enhancing existing properties and acquiring new ones. Rohit emphasised upon the OOH major’s more recent business expansion in the southern market, particularly in Bengaluru. 

Nabendu Bhattacharyya said that while there is significant scope for OOH business growth in the southern region, in the absence of large format OOH media in many parts of key cities like Chennai, Bengaluru and Hyderabad, bringing about accelerated growth will be challenging. The regional markets put together accounts for some Rs 950 crore of the overall estimated Rs 5,000 crore OOH business across all markets, he reckoned.

Jayesh Yagnik shared valuable insights into the challenges and opportunities in the Southern OOH market. While acknowledging a decline in OOH business volume in the southern region from 2015 to 2020, partly attributed to the absence of large formats, Jayesh expressed optimism about the recent resurgence. He emphasised the potential impact of reintroducing large formats to drive further billing and highlighted the growth in other formats, including media in malls, multiplexes, and the rise of DOOH.

Atul Shrivastava highlighted the discrepancy between the robust economies in the South and the comparatively lower growth in the OOH sector. He attributed this to the absence of large formats, especially in major cities like Chennai, Bengaluru, and Hyderabad, and stressed the importance of impactful media to unlock the Southern market's full potential.

Throughout the conversation, the panellists highlighted the need for collaboration, education, and innovative strategies to drive investments and enhance the Southern OOH market. Nabendu emphasised the need for a unified effort to increase the number of billboards and improve brand visibility for advertisers.

As the panel concluded, the industry experts expressed optimism about the substantial growth potential in the Southern OOH market. The key takeaways included the importance of impactful storytelling, local nuances in campaigns, and strategic collaborations to showcase the unique strengths and economic potential of the region. The call for a united front from media owners and agencies echoed as the industry prepares to unlock the untapped potential in Southern India.