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‘Now is the best time to include OOH as part of the media mix’

By - February 21, 2022

With signs of enhanced consumer confidence, higher marketing spends and improved mobility, it is indeed a good time to leverage OOH as an advertising medium for enhanced brand presence across markets, writes Divya Jyoti, Business Head – North, The Brand Sigma.

Divya Jyoti, Business Head – North<br>The Brand SigmaAs we pick up the threads of normalcy post pandemic, there are enough indications to suggest improved consumer sentiments. Recent surveys and industry trends highlight the fact that brand and consumer confidence is strong for the coming year in India, despite the Covid-19 third wave. So I’d say now is the best time to have out-of home (OOH) as part of the media mix.

Here’s a quick look at some of these pointers:

• 71% of Indian marketers’ budgets set to increase in 2022. Research also shows that 62% of Indian marketers are more focused on long-term branding efforts, versus 33% for performance-oriented goals - DCMN report
• India is expected to regain its 9th ranking on global ad spends in 2021 with growth of 23.2% and the OOH medium will touch Rs 1,570 crore in 2021 with a CAGR of 69% - GroupM’s TYNY report
• India is the fastest growth advertising markets in 2022 with 14.6%, more than US at 14.0%, Russia at 11.2%, and Canada at 10.9% -- dentsu Ad Spend Forecast.
• India has created a Unicorn every five days in 2022 so far! As per a report by PwC, more than 50 Indian start-ups could join the Unicorn club by the end of this year. In 2021, 44 companies attained a valuation of $1 billion as against a cumulative number of 33 unicorns between 2011 to 2020. The report said that more than $10 billion were invested in the Indian start-up ecosystem in the last quarter of 2021 and the numbers were likely to see a jump this year as well.
• A Deloitte survey finds that post Union Budget 2022, 75% of those surveyed are positive about economic growth and 90% on Atmanirbhar Bharat, while CEO optimism has also remained stable and high overall.

Given the improved prospects and increase in advertising and marketing spends, OOH as an advertising medium offers one of the best opportunities for sustained brand presence. OOH is in fact the need of the hour as mobility has reached pre-pandemic level and it is the best way to connect with local audience. The medium has a higher sticky factor compared to other mediums and also has a greater ability to drive trust in a brand, conveying a sense of belonging in the big league. Besides, a larger-than-life presence always makes a brand look grander and bigger. So, post-pandemic the significance of OOH advertising will keep going up.
Every brand, be it established or emerging, would want to increase its presence in certain markets, and wherever the presence is significant, increased consumption naturally follows. OOH plays a major role here as the target audiences spends 2/3rd of their day time in public places.

We have seen that briefs regarding innovative outdoor execution are on the rise and we are noticing that brands are extensively doing their campaigns across Tier 2 and Tier 3 cities. At TBS we recently executed some innovative OOH campaigns for brands like Britannia, Croma etc., and many more innovation led campaigns are in the pipeline. We are seeing that new age tech companies are also on a brand building and consumer outreach spree.

Well to sum up, with all the indicators pointing towards a strong revival of economy and consumer sentiment, brands are going to be very active in branding and promotion during the year. With the focus on data led campaigns, Programmatic DOOH and emerging new technologies, there are good reasons to be bullish about OOH right now.

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