OOH business shows promising growth in festive months instead of anticipated recession

The festive season of colorful India is about to begin but once again recession bug doing the rounds in the market, even then out-of-home industry feels optimistic to witness fresh growth. As the customer goes in the mood of festival, sectors like Automobile, Jewelry, Banks & Finance, Garment, Real-Estate, Home Appliance, travel and hospitality industry pop up on Hoardings. These sectors have become heavy spender on OOH media; which results 70% hike in demand and boost the overall industry growth near about 25%.

Therefore, Global Advertisers, one of the contributors to the 2000 crore outdoor industry, is expecting a 60 per cent growth in revenues during the festive season, courtesy the ground-breaking technologies that are in place to revive the retail industry.

Global Advertisers MD Sanjeev Gupta says "There is a significant change in the attitude towards advertising in the last few years. Earlier it was need-based advertising: To announce a new product/range, offers & discounts or achieve sales target during festive seasons. But over the last couple of years, clients are using OOH and other medium creatively & intelligently for brand building and image makeover.

In fact festive season has added local advertisers shares in company's profit, as OOH media tools (Hoardings and Ambient medium) serve their TG demographically. More & more local brands are adding up annually besides the top notch brands during festivals."