‘Gujarat’s economic strengths are pivotal to the OOH vibrancy’

Gujarat is aiming to become a $1 trillion state economy by the year 2030. The state has a high per capita income, robust consumer markets, growing industrialisation and business expansion – factors that are key to OOH growth.

Sharing his views on the current state of Gujarat OOH market, Jayesh Yagnik, CEO, MOMS Outdoor told Media4Growth that “the economy of Gujarat has seen an upward growth over the years with brands venturing out in the market. With the ongoing rise, it’s reasonable to say that the OOH advertising market in the state would reflect some level of vibrancy. Sectors like FMCG, BFSI and media and entertainment like TV channels and OTT have shown an inclination towards OOH advertising. Considering today’s evaluation of DOOH trends in India, Ahmedabad has seen an exponential boost in roadside media after Mumbai, Delhi and Bengaluru.”

National Brand Participation

On this, Jayesh makes the observation that “with regard to Gujarat’s positioning in the OOH marketing landscape, it’s noteworthy to mention that the state boasts a robust economy, a substantial consumer base, and thriving metropolitan centres. Notably, cities such as Ahmedabad, Surat, Vadodara, and Rajkot stand out for their significant purchasing power and economic activity. Moreover, the strategic connectivity of Gujarat in western India provides an added advantage for brands aiming to engage with their target audience. Urbanisation has played a pivotal role in bolstering economic growth and purchasing power, presenting ample opportunities for innovation and creativity in advertising endeavours.”

Engagement with Regional Brands

“Regional brands find it easy to relate to the audience due to the familiarity, local preferences, hyper local nature of the OOH media and trustworthiness. Cost wise it’s effective to compete with bigger national or international brands by using OOH advertising to increase their visibility. Regional brands are active seasonal wise,” he says.

Recommendations for Media Owners

Looking ahead, Jayesh suggests that media owners could look to can make investments in the development of the OOH advertising infrastructure, such as the installation of cutting-edge interactive displays, digital displays and creative ad forms. “By improving OOH advertising’s appeal and efficacy, infrastructural upgrades can encourage more companies to spend money on advertising in the state,” he says on the concluding note.