Introduction

what is outdoor advertising?

Outdoor advertising, also known as out of home advertising, reaches
consumers on the move or consumers in particular environments.
Outdoor advertising opportunities are diverse, ranging from very large
high impact banners, special builds and large format billboards at the
sides of roads through to advertising on bus shelters, in stations, trains,
taxis and buses, leisure centres, and in shopping malls and
supermarkets. Outdoor advertising ('Outdoor') is typically used as one
component of a wider advertising campaign that may include
television, print, radio, internet and other advertising. Outdoor is often
a relatively small part of the overall campaign budget and may
complement, for example, a large television advertising campaign.
Outdoor may be used to reach a mass audience quickly or to target
specific audience groups in discrete geographic locations.

The Outdoor sector consists broadly of three sectors

:- Roadside, such as billboards, bus shelters and phone kiosks.
:-Transport, which covers rail, airports, buses and taxis.
:-Leisure, point of sale (POS) and retail environments, which
include supermarkets, shopping and leisure centres, bars and petrol
stations.
Objectives
The project deals with the study of outdoor advertising
encompassing a multi-dimensional discussion on the effeciency of
the medium, the modes of advertising, the strengths, weaknesses,
opportunities available along with the medium and the threats
posing obstacles in their journey.

This study shows the diversity in effectiveness underlining their

operations. Outdoor advertising has been focused and compared
with the other types of media to make the comparison on the
basis of effectiveness. Outdoor media is developing and taking
shape in best marketing promotion activities.

:-Understanding how effective, Outdoor Advertisement

:-Pursuasive power of Outdoor Advertisements
:-Elements important for effective Outdoor Advertisements
:-How to make Outdoor Advertisements more effective

Also studying the perception and consumer attitudes regarding

different advertising media will provide an insight to further future
development.
The Outdoor Media Past Present Future

India Out of Home (OOH) Advertising Market

OOH advertising in India is no more restricted to billboards, the new media
options such as street furniture, transit media, mall kiosks, and digital
media have evolved to present advertisers a variety of options to choose
from. Growth in the first half of analysis period (FY'2011-FY'2014) was
mainly driven by improvement of technologies in transit media advertising
and airport advertising which are high traffic volume areas with potential
consumers. Lower growth in terms on spending on OOH advertising was
accounted for by reduced economic growth and high inflation in country
where consumer confidence was low. In the second half of the analysis
period (FY'2015-FY'2016) the market was largely driven by demand from
Ecommerce companies and banking sector. Government also became the
major contributor to the OOH advertising industry. Significant
improvement was registered in mass transit OOH advertising such as train
wrap has further helped in boosting the revenue in the period. The key
participants involved in India OOH Industry are advertisers, media agencies,
specialist buyers, outdoor media owners, and outdoor site owners.
India Out of Home (OOH) Advertising Market Segmentation
Physical OOH advertising has remained the dominant segment in India OOH
advertising industry. Traditional methods such as billboards, gantries, and
other roadside advertisement still dominate the market in physical OOH
advertising. New innovative methods such as train wraps, street furniture
are fast gaining prominence in physical OOH market with strong growth
rate. Physical OOH has remained major source for promoting products and
services when general public has to be reached at large. The market
segment for physical OOH was largely dominated by billboards followed by
transit media and gantries in FY'2016.
Reduced price, weight, and thickness of flat panel display have led the
advertisers to choose digital mode as they can display multiple ads and can
be customized as per changing consumer pattern. It has become a very vital
source for reaching people in metros, airports, malls and other location
where safety of the digital display equipments can be guaranteed from
public and nature. Reduced power consumption and availability of power
source is the other factor promoting the advancement of digital
infrastructure in OOH advertising. Transit media continue to remain the
dominant segment in digital OOH market advertising. Other sector which
showed significant growth include hospitality centers, health and
personality, cinemas, retail outlets and other location of public access.
 Competitive Scenario in India OOH Advertising Market
OOH industry in India is fragmented market though majorly dominated by
few large players but has a presence of large number of small players.
India is perhaps Laqshya media leads the market followed by Times OOH and Pioneer
the only major publicity. There many small players with marginal market share. Market is
market where dominated by regional players in each region. No company has Pan India
Print Adex is dominance but few companies have expanded their business to many
actually growing
year on year,
states but their share in market at those locations is still minimal. The top
although its seven players have more than ~% market share and the remaining market
growth rate is is occupied by many small players. These small players either specialize in
rapidly declining. particular location or in particular type of OOH medium such as EG
India again is
communication which is a large player but has presence in transit media at
probably the only
country in the DMRC only. Large international players such as JC Decaux have operations
world where Print in major metro cities at organized spaces such as street furniture, airports,
still commands a and metros.
majestic 31.9%
share of Adex. The Indian Media & Advertising industry is on a high growth
path, and appears to be finally reaping the benefits of
demonetization and the Goods & Services Tax (GST), that had
hit the growth of Adex in 2016-17. Surpassing our projected
growth rate of 12.03% for 2018, the advertising industry grew
by 14.6%, and the bullishness is set to continue in election year.
In 2019, the market is expected to grow by 16.4%, adding Rs
9,980 crore to Adex, taking it to an all-time high of Rs 70,888
crore.
Industry profile

Advertisements

Advertising is a powerful communication force and vital marketing

tool helping to sell goods, services, images, and ideas through
channel of information and persuasion. It is highly visible force in
the society. Today all of us receive many advertising messages daily.
Now it is essential to the success of any type of business and
industry. Furthermore, advertising strategies are employed more
and more by non-business organisation such as government, college
and universities, public service groups and characteristics. It is one
of the parts of the marketing and communication process.
Advertising convince people to buy products. All advertising
contains both information and persuasion. Today we can say
advertising is a communication, marketing, public- relation,
information and persuasion process. Advertising reaches us through
a channel of communication referred to as a medium. It is usually
aimed at a particular segment of the population - the target
audience (Consumer and business).

In short it is Paid, non-personal, public communication about

causes, goods and services, ideas, organizations, people, and places,
through means such as direct mail, telephone, print, radio,
television, and internet. An integral part of marketing,
advertisements are public notices designed to inform and motivate.
Their objective is to change the thinking pattern (or buying
behavior) of the recipient, so that he or she is persuaded to take the
action desired by the advertiser. Most commonly, the desired result
is to drive consumer behavior with respect to a commercial offering.
Outdoor Advertising

Advertising is a powerful communication force and vital marketing

tool helping to sell goods, services, images, and ideas through
channel of information and persuasion. It is highly visible force in
the society. Today all of us receive many advertising messages daily.
Now it is essential to the success of any type of business and
industry. Furthermore, advertising strategies are employed more
and more by non-business organisation such as government, college
and universities, public service groups and characteristics. It is one
of the parts of the marketing and communication process.
Advertising convince people to buy products. All advertising
contains both information and persuasion. Today we can say
advertising is a communication, marketing, public relation,
information and persuasion process. Advertising reaches us through
a channel of communication referred to as a medium. It is usually
aimed at a particular segment of the population - the target
audience (Consumer and business).

‘Support media are used to reach those people in the target

audience that the primary media may not have reached or to
reinforce the message contained in primary media.’ -George
E. Belch & Michael A. Belch

Outdoor media is pervasive, and if you really tried to pay attention

to the many exposures possible, you would find that we appear to
be surrounded. However, the amount spent on this media is over
$200 million, which is about 10 percent of TV or newspaper
advertising revenue. Despite this, outdoor media have just about
doubled recently, compared to the 25- to 35-percent growth for TV
and newspaper media. The role of outdoor media in contributing to
sales may be a key factor. In a study reported by BBDO advertising,
35 percent of cosumers surveyed said they had called a phone
number they saw on an out-of-home ad. A study reported by
Mukesh Bhargava and Naveen Donthu showed that outdoor
advertising can have a significant effect on sales,particularly when
combined with a promotion. We now turn our attention to the
many outdoor media options available for an advertiser.
OUTDOOR MEDIA OPTIONS

Some Prominent Types of Outdoor Advertisements are as follows :

Hoardings:- Hoardings describe the typical billboard, which can be

horizontal (e.g., 3m by 6m) or vertical (e.g., 4m by 5m). These
displays are front lit for visibility at night and are located in high
vehicle-traffic areas. They may be purchased on an individual basis
or for a certain level of GRPs in cities. As the name implies, backlit
posters are posters of generally the same size that have a light
behind them so that they are more clearly illuminated. These units
are located at major intersections or high traffic-volume areas in or
near major cities. Larger billboards, known as bulletins,
superboards, or spectaculars, are larger displays (two to three times
larger) that have a variety of sizes depending upon the media
company. These displays are sold on a per location basis due to their
size and the lower number of options available in markets. Smaller
backlit displays, known as street-level posters and measuring about
2m by 1m, are available across the country. Most outdoor operators
can present examples of past outdoor campaigns producing
awareness and other communication effects. The examples can be
for a product category or for individual campaigns. The operators
can also provide maps to illustrate the posters’ locations and other
relevant data (e.g., demographics). A number of innovative outdoor
tools have emerged. Some firms are setting up large video-display
LED units that have full animation and colour. For example, Park
Street, features a 6 metre wide by 4 metre high full-colour video
screen. A number of firms offer mobile signage by placing displays
on trucks or vehicles These are sold by the number of vehicles and
months.
Transit Media:-Another form of out-of-home advertising is transit
advertising. While similar to outdoor in the sense that it uses billboards and
electronic messages, transit is targeted at the millions of people who are
exposed to commercial transportation facilities, including buses, subways,
light-rail trains, and airplanes. The first three cover in the form of local
transit options, and then we consider the airplane option. Transit
advertising has been around for a long time, but recent years have seen a
renewed interest in this medium due in part to the increased number of
women in the work force (they can be reached on their way to work more
easily than at home), audience segmentation, and the rising cost of TV
advertising. If you have ever taken public transit, you have probably noticed
the interior transit cards placed above the seating area that advertises
about restaurants, TV or radio stations, or a myriad of other products and
services. Ads are positioned in backlit units above windows and along both
sides of the bus, streetcar, subway, or light-rail transit cars. Interior door
cards are available in major markets where there is subway-like transit
(outside India). These cards are placed on both sides of the doors and are
about 50 percent larger than the aforementioned cards. While waiting for a
taxicab, you cannot help but notice the ads on the side or back of the cab
going in the opposite direction or on another street. These exterior posters
may appear on the sides, backs, and/or roofs of buses, taxis, trains, and
subway and street cars. Discovery Channel has always used out-of-home
media to establish itself as a legitimate television alternative and to
advertise its specific series, specials, or theme weeks. Discovery Channel
believes these transit ads and street-level events played an important
supporting role with the on-air ads in setting a record audience, 10
percent higher than previously achieved.

Place-based Media:-Station posters are of varying sizes and forms that

attempt to attract the attention of those waiting for a subway-like ride.
The most common size is 1 m by 2 m. Station posters can be very
attractive and attention-getting. Similar-sized posters are found at bus
or street car transit shelters and often provide the advertiser with
expanded coverage where other outdoor boards may be restricted. An
original example of place-based media is signage and displays in malls.
The popular mall poster is often backlit like the transit shelter or
transit-station poster and is located throughout a shopping mall. The
key feature of the mall poster is that it is in the shopping environment
and therefore one step closer to the actual purchase. These posters are
sold in most markets across the country similarly to outdoor posters
with individual spot buys and varying levels of GRPs. Firms also sell
various sizes of mall banners for branding purposes. A number of
place-based media are outdoor media brought into a particular
environment. Backlit posters, superboards, electronic message signs,
and video displays are used in many other locations such as convention
centres, movie theatres, hotels, sports stadiums or arenas, or wherever
there is a sufficient number of people. The method of selling the time
or space is similar to billboard space selling. Firms can attempt to reach
younger consumers on the campuses of many universities with various
sizes of indoor posters that are standard and non-standard.
Furthermore, with closedcircuit television, firms attempt to reach
travellers or patients in designated hotel rooms or hospital or doctor
waiting rooms, respectively. And to reach virtually anyone and
everyone, it is possible to place small print ads inside the campus area.