‘OOH growth expectations leaning towards double-digit’

As the year 2023 draws to a close, Vinkoo Chakraborty, President, Rapport Chrome (an OOH arm of IPG Mediabrands India) reflects on the key trends seen on the business terrain. She makes the observation that “in a year shaped by the aftermath of Covid-19, the media landscape experienced a profound metamorphosis, mirroring shifts in consumer behaviour. OOH seamlessly adapted to this evolving terrain by incorporating technology, heralding in novel modes of engagement.”

Vinkoo cited the following business trends: 

• OOH's Enduring Impact: Amidst the changes in the media mix, OOH sustained its position as a pivotal medium for creating impact across various categories.
• Creative Dominance: Creativity continued to wield significant influence, with compelling copies, contextual brilliance, and innovative differentiators generating substantial talkability.
• Anamorphic/3D Creatives Surge: Anamorphic and 3D creatives gained swift traction, adding a dynamic dimension to OOH campaigns.
• Technology Integration: The pervasive influence of technology extended across all facets of OOH, from planning and implementation to monitoring and asset creation.
• Media Partner Tech Readiness: Notably, media partners showcased a heightened readiness to embrace technology in their operations, particularly in metro markets.
• Fast-Paced Digitalisation: The digititalisation of OOH assets experienced rapid acceleration, keeping pace with the evolving landscape.

YoY growth in 2023 & major campaigns

Vinkoo stated that “although the year's conclusion is imminent, we think OOH has surpassed pre-Covid levels, aligning closely with our internal projections and underlining the sector's resilience and vitality.”

When asked about the top 5 brand categories most active in 2023, said that “highlighting the pulse of OOH throughout 2023, our ADEX intelligence generator OutX identified Real Estate, BFSI, Automotive, and Media & Entertainment, as key brand categories actively engaged in OOH.”

Throughout the year, Rapport Chrome planned and executed a large number of high impact campaigns. “We handled multiple campaigns across categories, touchpoints, and geographies, with the majority meeting or surpassing the KPIs set by the brands. Our proprietary tools gauge the campaign outcome from a media lens, while advertisers use their internal metrics to evaluate the outcomes,” she said.

Some of the standout campaigns executed were: 

• Taj Mahal Tea Megh Santoor: Merging engineering excellence with musical mastery, this campaign secured a Guinness Book of World Record.
• Prime Video show ‘Farzi’: Spearheaded by OOH, the web series 'Farzi' scripted history by becoming the most-watched series of all time.
• Prime Video ‘Bambai Meri Jaan’: Amplifying key elements of the show’s content led to a significant buzz, resulting in mega viewership for the programme.
• Vaseline: The combination of impactful and anamorphic creatives made this campaign immensely talkable.

DOOH & business growth

Vinkoo stated that as the realm of DOOH expands, brands are expected to maintain their spending in both OOH and DOOH. “The choice between formats will hinge on campaign imperatives and creative strategies, reflecting a dynamic and adaptable approach,” she said.

Growth expectations in 2024

Looking ahead, Vinkoo said, “The outlook for OOH growth in 2024 appears optimistic, with expectations leaning towards double-digit figures, a testament to the continued vitality of the sector.”