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Merry December likely for Goa OOH business

By Pray Jani - December 03, 2019

Events like Sunburn and IBW are expected to drive the OOH business in Goa this month

The return of the popular Sunburn festival to Goa after two years is expected to bring a lot of cheer to the regional OOH businesses. The reappearance of the biggest music festival during the Christmas time with the #HereWeGOAgain campaign is expected to draw in a huge national and international audience making it a prime location for brands to tap a captive market. Another event, the IBW (India Bike Week), happening this weekend is expected to further add revenues to the media owners’ kitty.

These events have roped in a few big media owners and have resulted in wide-spread campaigns on OOH through hoardings, pole kiosks and bus shelters, among other formats.

Talking about the promotions of these events, Keith Fernandes, Director of Slipdisc Advertising and Events Pvt. Ltd. says, “Events are a big part of the revenue pie this season, with liquor brands like Kingfisher and other local brands also taking to the streets.” At present, the media owner has almost 90% of sites occupied by various categories of brands.

Leveraging the peak season, the media owners have doubled their media price after 5 years with enough bookings flowing in for the season. The market is expected to perform well all the way till February.

“Normally, Diwali is also an active time for us, but this year we experienced a downfall, essentially because of the extended rains. But we are hoping to cover it up during Christmas,” explained Keith.

However another media owner, Primeslots Events Pvt. Ltd. is experiencing quite the opposite. “Population around areas like Calangute and other coastal regions grow in numbers during this time, so most of the branding is restricted to that location. OOH in other parts of Goa is still on the low,” shares Pradeep Palekar, Director of Primeslots Events. The media owner claims that there is about 70% vacancy.


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