Scarcity of OOH formats leads to limited exposure: Vinkoo Chakraborty

Presenting her topic’Is Regional Market ready for Growth? – Challenges and opportunities’ at UP Talks OOH 2015, Vinkoo Chakraborty, National Director – Planning, Madison  took us through interesting facts on OOH’s position of India, which stood at 12th place in 2013 and India maintained its position even in 2014, whereas other nations inter-changed positions.

Metros Vs Regional Market:

• Media consumption: India stands in the 2nd highest position in terms of the number of cellular users. With a total number of 800 million mobile phone users, markets beyond metros are promising and growing. India’s e-commerce scene is also driven by small towns at a percentage of 40 percent
• High Consumption propensities
• Connected consumers
• Infrastructural growth

All above-mentioned points amount to the promising future that OOH industry in UP is offering or can offer in the near future.

Key Challenges in Regional Market:

• Limited OOH formats and environments’ leading to drastic reduction when one wants to take a national campaign to regional market. Scarcity of formats leads to limited exposure
• Limited ambient mediums that results to budget reduction
• Illumination is still a problem
• Aesthetics are compromised when it comes to brand building drive imagery
•  Fragment fluctuations in inventory levels – think about litigations and political interference
•  Monitoring is still tough i.e once in a fortnight.
•  Lack of infrastructural amenities – Transportation, inferior quality of structures, wear and tear, loss of advertizers’ money etc.

“We live in a country of contradictions. Yes, there are challenges but there’s silver lining of enormous opportunities in the state. Even if we can revive 1/3rd of our business, it’ll be huge boost to the OOH market of UP, Chakraborty signed off.