Promote transit media in a big way: Atul Shrivastava

In a world where people spend most of their time out of home, OOH industry should be encouraged more. Stating this in his address on the theme’Is transit infrastructure the real growth driver of TN OOH Industry?’, Atul Shrivastava, CEO, Laqshya Media said that by using transit advertising option, ads can be placed anywhere — from the sides of buses, trains and taxies, to inside train stations and bus shelters, as the main purpose of this method is to reach riders and acquaint them with brands in the quickest way possible.

Transit advertising is important as it provides high visibility to customers on a daily basis, he said, adding that well designed and strategically placed ads would attract more audience than any print or television ad because transit ad appears in the direct line of view of commuters and it becomes unavoidable for them whereas newspaper ads can be ignored and a television promotion can easily be skipped.

Transit medium provides better scope for innovation than any other medium. The audience for this medium have comparatively more free time during commuting and therefore it can capture them better. Transit medium also guarantees a varied audience by age and income. Studying the demography of the commuters would be beneficial to the media owners, he said.

Shrivastava asserted that like any other medium, transit medium also has its own challenges. So far transit medium was seen as a supplemental or second tier medium. Unless this changes and occupies the priority position, this medium will not be able to flourish. Level of maintenance and quality of these mediums has to be of perfect. It is only then that transit medium will attract more eyes.  

The most important of all is the support of government bodies. Permission from the government to use government infrastructures like the bus stands, train stations, metro stations and pillars etc. in a much meaningful way would help the transit medium grow which in turn will help in reviving Tamil Nadu’s OOH business prospects.