2012 – A year of innovation for OOH industry

Mumbai: What do clients desire? What is possible with technology? What is viable in the market place? These are fundamental questions that arise before the execution of any Innovation in outdoor advertising.

In 2012, we saw some bold, beautiful and dynamic innovations on billboards like the 3-D cutouts of Mr. Amitabh Bachchan on Mobile Vans for the promotion of the fifth season of Kaun Banega Crorepati, ‘Citi Bank completes 200 years’ displays on Bus Shelters, History TV channel’s ‘365 days exploring a country’ show on Hoardings, DLF-IPL match promotion on Flyovers, Pole Kiosk displays for ‘Rio’ movie characters, the Coca-Cola “Burr” campaign on Cantilevers and the Wall Mountings for Spiderman on UTV Action. These innovations not only caught eyeballs but made lasting impressions as well.

Sanjeev Gupta, MD, Global Advertisers, says, “Innovations happen when one keeps a close eye on evolving needs that are on the verge of being articulated in the market. This year, we have witnessed brands across industries actively going for innovation. Players in BFSI, Entertainment, Retails, FMCG, Automobile, Telecom and Real-estate are all trying to stand apart from competitors via outdoor promotions. At Global, we ensure that our innovations translate into real value for our customers.

For the record, the OOH sector is projected to grow at 10 percent (CAGR) over the next five years and reach a size of INR 28.59 billion by 2016. However, in 2011, the industry preformed at 6.15% CAGR amounting INR 17.75 billion. (FICCI-KPMG Report, 2012).

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