Srishti group launches Srishti Outreach Pvt Ltd

Srishti Communications and other group concerns are media owners with specific concentration on Railway station advertising. Foreseeing the growth of OOH advertising in Tier I & II cities and feeling the pulse of the advertisers looking for innovative, cost-effective and highly visible media for their future publicity campaigns, the group has floated a new company called Srishti Outreach Pvt Ltd.

According to B Siva Raman, director of the newly formed company, the new entity will act as a media agency for their existing clients as well as new clients, providing them end-to-end solutions for their publicity requirements. This company will not own any advertising sites but will make undertake media planning, obtain client approvals, and execute the plans by approaching the media owners.

About the current trends and future prospects of OOH industry, Siva Raman said: “Outdoor advertising has been in place for centuries. Without undermining the efficacy of other media, OOH is unique in several aspects. The media is available 24×7 and ideal for targeting specific age groups and other groups of audience. Recent technological advancements have made OOH campaigns very effective and efficient. 

“The OOH industry has once again caught the attention of advertisers given the steep rise in ad rates quoted by many TV channels.  While one can skip or miss an ad on TV, it is very rare that one will miss out a life size hoarding, he said. 

While the Metros continue to get the lion’s share of advertisement revenues, advertisers are increasing the focus on Tier II and III cities. Srishti expects to see a big jump in the revenues from these cities.

“Emergence of vendor based agencies and consolidation of media ownership business are the current trends in the industry now and this is one factor that influenced us to float the new company, he said.

S Kumar, another director of the newly formed company, added that with the increase in the number of persons staying out of home for most of the day, the scope for OOH advertising industry is promising and the key factors for sustenance and retention of clients are innovation and providing a basket of cost-effective, interactive, multimedia and multi locations options to them. 

Speaking about the key challenge for the OOH industry, Kumar said that “quantifying the exact reach through hoardings and display boards (visibility rating) is still a major issue for us unlike other media. Further, there is no entry barrier. This medium is unorganised and distributed amongst small vendors.