‘We can expect to see 12-15% increase in business’

As Year 2024 gets underway, Indian OOH is expected to make deep forays into hitherto underexplored business avenues and wrest the growth opportunities. Speaking with Media4Growth, Jayesh Yagnik, CEO, MOMS OOH says “the media environment has moved from traditional to integrated approaches, with residential, corporate, and recreational locations all included. For effective market penetration, brands are increasingly embracing hyper-local tactics, particularly in Tier 1 and Tier 2 locations. This development enables integrated engagement, day splitting, and the usage of several creatives at the same time, showing a dynamic evolution in advertising methods.”:

In his view, the major business trends spotted in year 2023 were “anamorphic, tech-led initiatives, CGI and DOOH”.

Looking back to 2023, Jayesh says that after the shocking degrowth of 2020 due to pandemic, OOH has not looked back. “It is growing at a good pace and the new age media, DOOH, tech etc., are fuelling the growth. As compared to 2022 the prediction for OOH was to grow at about 11% and not surprisingly it has grown to the tune of 18%.” 

Top 5 brand categories most active in 2023

Real Estate Builders, Jewellery Shops, Consumer Banking, Showrooms/Shopping Malls and Educational Institutes were the top 5 brand categories most active in OOH, he says.

In this period, sopme of the most noteworthy brand campaigns handled by MOMS OOH were:

• ACE SPARC (Asian paints) promoted their budget friendly product named ACE Sparc across 800+ towns through multiple traditional + transit + unconventional media formats across railway stations, bus depots, utility bills, dhaba branding, buses/ trucks, digital wall painting. “We went further deep to reach out to the masses in smaller markets. In order to do that a new media touchpoint was created in Aadhar Kendras. We built house shaped gate arches to communicate the product’s USP to get the last mile approach. The media/s catered to key arterial routes, important junctions, high congregation points, market areas, near transit points etc. The campaign scaled across 4,300+ media units across 8 lakh+ sq ft for 14/30 days.”
• JIO cinema - launched three of its key flagship properties namely ASUR, Bloody Daddy and Big Boss. “This extensive high frequency driven campaign was carried across 13 markets with a goal to generate noise and buzz around the shows DDT. The campaign was scaled up with a whopping 402+ media units, 1.55+ lakh sq.ft. of display and contributed to 3 crore viewers, 300 crore minutes of watchtime during the campaign tenure and a 50 worldwide IMDB ranking.”
• Raymond Linen - The campaign had a mix of media across select locations in 20 cities where premium large-format media were considered at the key locations across the cities. “We successfully built visibility across multiple touchpoints around Malls, Airports, Shopping areas, and Traffic junctions. Overall 85+Million impressions with a reach of 7+Million was achieved.” 
• Goldmedal - one of India's leading electrical accessories brands launched a highly impactful outdoor campaign to create buzz and deliver top-of-mind brand recall among its two main stakeholders, B2C and B2B.  “There was an Impact visibility through frequency media mix around the Target Group centric locations and it garnered on-the-go visibility at the transit destinations. The campaign generated an impressive 180 million+ impressions and led to improved brand recognition scores and a sales growth of approximately 20%.”
• IDFC Mutual Fund is now Bandhan Mutual Fund - The campaign focused on the transition of IDFC Mutual Fund into Bandhan Mutual Fund. Although both brands were already recognised in the financial industry, the merger aimed to elevate their association to a higher level through a powerful and impactful promotional effort. “The campaign utilised a variety of media formats to ensure widespread visibility. High-impact large-format media, such as billboards and digital screens, were strategically positioned in prominent locations to capture attention and create a lasting impression. The campaign extended its reach significantly, covering 70+ cities and encompassing 2,000+ large-format units across all markets. Additionally, it amplified visibility in airports with units, mall media, and corporate parks & railway stations. In total, the campaign achieved 199 million impressions and reached 43 million unique individuals through traditional OOH media. Following the campaign, there was a successful 7% increase in their customer base, indicating a positive response to the campaign efforts,” explains Jayesh.

DOOH & business growth

When asked about DOOH growth in India, Jayesh states that the expansion of DOOH is likely to lead to increasing expenditure by companies in the OOH arena, providing new chances for creative and targeted advertising.

Growth expectations in 2024

“While we had a good year in 2023 and keeping in mind the trend, growth of anywhere between 12% to 15% can be estimated,” says Jayesh as he takes a bullish view of business prospects.