‘Indian OOH to grow at 12%-15% in 2019’
By M4G Bureau - February 15, 2019
Data-led OOH, big marquee events, DOOH expansion and other key factors to drive OOH growth, forecasts Posterscope India
In unison with the seismic changes that the industry is witnessing across the media, marketing and communications industries, OOH is also transforming at the same pace, presenting many new and exciting opportunities. Consequently, 2019 is expected to be another important and exciting year for OOH in India. The expected growth rate stands to be anywhere between 12-15%, forecasts Posterscope India.
The OOH specialist agency expects disruptive growth this year which is full of events that have historically boosted advertising. These include the upcoming General Elections, the Cricket World Cup, and the Indian Premier League (IPL) among other marquee events.
Digital out-of-home (DOOH) inventory will continue to increase and reach the levels of respectability it deserves while its share of revenue will see a significant rise. New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Meanwhile, newer infrastructure will provide varied and interesting advertising options.
Some of the key developments that Posterscope believes will continue to drive OOH’s rapid evolution:
• Data-driven OOH: Campaigns will be driven using data that go beyond demographics to online behaviour, card transactions, app usage and location analytics to decide where the OOH ads should appear.
• RoI-led OOH: RoI will be the driving force in the next 12 months. Posterscope India expects to see boundaries in OOH being pushed through digitisation, automation, scientific planning tools, machine learning and cross-media collaborations to drive and achieve returns that are in line with other media offerings.
• DOOH growth: With DOOH inventory increasing, advertisers can now unlock at scale the flexible capabilities of DOOH by running creative bespoke to key triggers such as time, audience and weather. Posterscope’s ROOH digital OOH exchange is pioneering efforts in this space.
• Busy 2019: The year being a particularly busy one in terms of large ticket events from sports, entertainment and even elections, we believe there will be a surge of investments from a varied base of advertisers.
• Location intelligence: As location-based marketing specialists, Posterscope India believes in its ability to act as a common thread to tie multiple data sets together to create a clear OOH story about what’s changing the way out-of-home is being offered.
• Smart cities: A new area of urban development is upon most major cities globally, and in India, this is coined under the ever-ambiguous term and scope of ‘Smart Cities’. The way in which technology will redefine everyday tasks, transport and logistic services is now becoming a reality. Via partnerships with leading smart city development organisations, The Digit Group and DG Cities, Posterscope India is creating opportunities and encouraging brands to lean in, learn and redefine how this investment can last a lifetime.
• Disruptive OOH: Consumers are now always connected with more than 90% of OOH consumers using their phone whilst OOH in each week. In addition, we spend over two hours every day on social and messaging platforms sharing the things we stumble across and catch our eye in the OOH space. Now more than ever, disruptive innovations can deliver attention and engagement far beyond where it stands in the real-world through digital sharing.
Says Fabian Cowan, Director, Posterscope India, “In a fast paced ever changing out-of-home ecosystem, having informed intelligence of what are going to be the drivers of change is critical to our offerings and client associations. We firmly believe that we have the leading technology platform, the best planning tools, the strongest data and analytics capabilities, the most advanced automation programme, the broadest and most diversified view of the out-of-home channel and, most importantly, the best people to manifest and deliver the best ooh solutions.”
Haresh Nayak, Group MD, Posterscope – South Asia adds, “As industry leaders we are driving change across the medium. Our predictions are not only based on year-long research and a close watch on trends but also based on our understanding of how cities and consumers transform with advancements in technology, access to data, infrastructural developments and evolved travel patterns. 2019 is poised to be a very exciting year for OOH and our predictions depict that amply.”