Media Planning & Buying

Joint effort by all stakeholders of OOH can uplift rural outdoor scenario: Jayesh Yagnik

Jayesh Yagnik, COO, MOMS Outdoor, while speaking at the East Talks OOH conference in Kolkata recently highlighted how the rural landscape of the zone can be tapped by the outdoor industry for its growth.

Published

March 23, 2016

Nabamita Chatterjee

At the recently held East OOH Talks in Kolkata, Jayesh Yagnik, COO, MOMS Outdoor presented his topic “Can OOH go big on the rural landscape? He firstly highlighted the media split for overall outdoor which was only 6% in 2015, constituting an amount of Rs 40,658 crore of the entire advertising revenue in the country.

While discussing about the eastern market, he stated that Kolkata accounts for the highest OOH spends and the top takers of this media are jewellery, real estate, educational institutes and cement & building manufacturing companies. The festive season which mainly starts during the last quarter in east like Durga Puja and Diwali is the peak time for outdoor and it has also been observed that media efficacy – 96% TV and 92% OOH is almost neck to neck, though very less amount is spend in the rural belt. He pointed out the opportunities in the rural market such as the huge consumption power, connected consumers and infrastructure push by GOI.

According to Jayesh, challenges of the rural market for outdoor industry included:

Limited OOH formats
Limited Ambient media
Aesthetics are compromised
Frequent fluctuations in inventory levels
Monitoring is tough
Lack of infrastructural amenities

He explained that in east the rural efficacy is 88% and it is one of the best markets for multiple categories. “With the disposable income growing, if there is right infrastructural push by all the stakeholders of the outdoor industry like the respective authorities, media owners, agencies and advertisers, the rural landscape can be effectively used by the OOH sector.”