Metro Musings: Whither OOH?

Last updated : December 05, 2017 7:01 pm

It has been hailed as the next big thing in terms of OOH locations to capture the TG. But the Metro in many places has yet to really emerge as the must-go destination for brands in the context of OOH advertising. Are the brands simply being cynical or is there a serious flaw with the media available here? Outdoor Asia probes the reasons behind this by talking to different media concessioners who are dealing with this property.

When DMRC launched their metro services, the OOH industry was very optimistic given the inherent scope for OOH possibilities. It was believed that metro advertising property would be given a new face. Media owners queued up to acquire license and brands lined up to advertise on the property available in the Metro space. But 12 years down the line, that is hardly the case. Most media owners walked out of the contracts, not bidding again and the formats are lying vacant at the stations. Big giants like Big Street left the contract and closed down. So what went wrong?

First, let's look at the line wise breakup of ridership as on August 8, 2013:

Line-2 (Jahangirpuri to HUDA City Centre)	Line-5 (Inderlok to Mundka)	Total
3,60,512	9,81,252	1,85,464

Source: DMRC

TOTAL RIDERSHIP
2305311
2309195
2332298
2327558
	29-Jul-13(First time ridership crossed 24 lakh mark)	2504900

Source: DMRC

DMRC Times OOH TDI International Pioneer Publicity Sunil Vasudeva Aman Nanda Hiyav Bajaj Sunder Hemrajani

First Published : October 22, 2013 12:00 am