Good times ahead for OOH sector, but attracting talent still a challenge

The past two years have been quite productive for the OOH sector. And, 2015 has started with a promise that the outdoor industry’s representative body, Indian Outdoor Advertising Association (IOAA), will play a more proactive role, which is bound to bring more positive news for the industry in years to come. One area where the industry has traditionally lagged is in attracting new talent compared with other mediums.

TV has its glamour, print prestige, digital excitement and radio charm which has often led the humble OOH space getting the shorter end of the stick.

In an earlier interview to exchange4media, CEO of Percept OOH Rajneesh Bahl had said, “More and more professionals are getting into the industry and people are investing in it. The only concern is that the knowledge domain is not increasing. If this increases, the sector will do really well. No new talent coming to the industry, which stagnates growth and inflow of new ideas.”

This analysis is quite common when it comes to the OOH industry, but outdoor agency heads feel that the scenario has improved a lot and is changing for the better.

A reason for this, says Nabendu Bhattacharyya, CEO and MD of Milestone Brandcom, is that for a long time OOH was run and controlled by second and third generation media owners and given the nature of the business, it was largely an unorganised and complex industry with high fragmentation.

“The A&M industry adopted the OOH medium only during 1995-2000. Once agencies showed interest and began to take the medium seriously, clients also started to show interest and push agencies to deliver,” he said.

                      So how difficult is it to find the right talent, especially from different fields?

Laqshya Media COO Atul Srivastava says talent is now coming to the OOH industry from all sectors. Recruitments, he said, are happening from campuses as organisations now have long-term plans and projects. However, he agrees that attracting talent could be a bit difficult because of the perception of the industry. “But once they are in (the industry), retention is natural. Recognition of individual excellence is a key differentiator to this industry, which binds the challenge-seekers to it,” he added.

Sanjeev Gupta, MD of Global Advertisers, says experienced talent is expensive and experience might sometimes create an unbending mindset, which is not ready to adopt new ways of doing things. “There are factors such as increased competition, price cutting and rising HR costs. Also, talent seeks better packages, perks and more attractive responsibility profile,” said Gupta. This is a point to which Bhattacharyya also agrees.

“All new B-school grads want to join industries with proven returns. All of them look for a good pay package. That’s their mindset from the beginning. I don’t blame them as the OOH sector should first get the ‘industry’ status. Being the third largest medium, we still don’t have any industry unified currency. There are a few initiatives from the advertising association to address these challenges faced by the industry. Hopefully, we would receive positive responses shortly,” he said.

Global Advertisers ‘Triumphs’ with German inner-wear brand campaign

International innerwear brand Triumph has recently buttoned up an OOH campaign in Mumbai to introduce its new product line. The campaign, titled ‘Body Make-up and Lace All-Over’, promotes Triumph’s products positioned to be ‘high quality, fashionable and durable, at affordable prices’. The 15-day campaign, which was rolled out in mid-January, will continue till the end of the month and has been executed by Global Advertisers at multiple locations in South Mumbai and suburbs to launch the new product line.

“This is a rather special campaign as it bridges the aspirations of Indian women and a high-quality German brand like Triumph. We selected locations for the sites rather carefully based on the intended demographic of the new lines, delivering an effective, low-cost customized campaign for Triumph,” says Sanjeev Gupta, MD, Global Advertisers.

Triumph undertook extensive research before introducing the lines that have been specifically selected and designed on basis of the bodies and lifestyles of Indian women. According to an industry report, Triumph had about 175 large format stores in the country with a plan to add 25 more in 2014 and also a plan to offer double of what it was offering in 2013. Last year, the brand had introduced its ‘Body Make-up’ line at the Triumph Fashion Show held in Hyatt Mumbai as part of an aggressive product push.

Global Advertisers scores a hat-trick with the MCHI-CREDAI OOH campaign

Global Advertisers has recently bagged its third MCHI CREDAI OOH campaign in the last six months. The OOH campaign for the real estate exhibition, to be held in Thane, is being organised by the Maharashtra Chamber of Housing Industry (MCHI-CREDAI).

After an exhibition for MCHI Mumbai and Nashik, Global Advertisers is in the middle of executing another campaign for MCHI Thane, scheduled later this January. Talking about the campaign, Sanjeev Gupta, MD, Global Advertisers, says that the company is using a host of OOH media like hoardings, BQS, gantries and platform boards to promote the forthcoming exhibition.
“We have designed the campaign with the twin goals of increasing footfalls at the site and also heightening the buzz leading to the exhibition in the days ahead. We are happy to be scoring a hat-trick of exhibitions for MCHI-CREDAI in such a short span," he adds.

Formed in 1982, the association is one of the most prominent bodies of real estate developers in Mumbai and MMR. The Confederation of Real Estate Developers’ Associations of India (CREDAI) is the apex body for private real estate developers in India and is also affiliated with leading industry associations like CII, FICCI, IMC and others.

Global Advertisers has a list of real estate clients such as XRBIA, L & T Realty, Ariisto Bellanza, Ruparel Realty, Veena Developers, Squarefeet Group, Nirmal Lifestyle, Rajesh Lifespaces, Godrej Properties, and R-City.

Technology developments will be key for OOH in 2015

On the back of a great 2014, the OOH sector is hoping to build on its success in the coming year too. With political stability in the centre and certain sectors like automobile and telecom once again ready to spend, agencies are expecting ad spends to increase even further this year.
However, there are still some hiccups with traditional spenders like retail and  real estate.

Sanjeev Gupta, MD of Global Advertisers, says there is enough existing, ready to sell real estate stock to last two years. This coupled with liquidity crunch and high lending rates have made the going tough for the real estate sector, he claims.

“These factors are at work across all important sectors like retail, manufacturing, jewellery and apparel, electronics and banking. One expects these conditions to prevail for the better part of next year. The most important response from the advertising industry to these challenges has been a willingness to craft campaigns that are shorter, cost-friendly and also make concessions in bill settlement schedules for clients,” he opined.

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OOH rides the State Elections wave; revenues put a dent in the spirit

The Maharashtra State Elections are perhaps, politically, the most interesting democratic mandate that the state has seen. With long standing political alliances having broken down, it is a case for every person for themselves. The radio industry has already reaped the benefits of an aggressive political campaigning period, but it is hardly the only local medium being used by parties. The outdoor sector has seen an increased demand this time around, which has in some cases also lead to shortage of inventory for corporate players.
All the five major political parties have been very aggressive this year, said Sanjeev Gupta, MD of Global Advertisers. “They have become very professional in the way they have used outdoor advertising this time. In fact, more than the parties, it is the individual candidates which are being promoted more,” he added. Another industry insider said that the demand for outdoor inventory has been so high that corporate clients have had to push back launches and campaigns due to shortage of inventory.
“The Maharashtra Elections have affected corporate campaigns as the availability of sites came down during the peak season. I would like to clarify that the period between Dussehra to Diwali is never lean. It is peak season for the OOH media industry,” agreed Atul Srivastava, COO of Laqshya Media.
Another reason for the windfall for mediums like radio and OOH is that the campaign period has been less than 15 days. Combine this with the fact this might be the most hard fought elections in the state’s history (due to the breakdown of longstanding political alliances) and there is no wonder that the outdoor sector has been able to reap the benefits.
“Everyone is campaigning on their own. So the demand for media consumption has increased. The premium inventory is always in demand but we have seen non-premium inventory also getting sold out,” said Rajiv Saxena, MD of Blue Ocean Media.
Srivastava also seconded the fact that political campaigns have consumed even the non-premium inventory too. “Moreover since there is a shortage of inventory, the political campaigns have utilized whatever they could get,” he added.
“Yes, the spends on OOH media have definitely gone up this time and could have been higher, but for the availability of the media,” he said.
Each of the alliance partners is now focusing on their core audience and trying to reach them through various communications including OOH.
But does this actually translate to a windfall for the OOH sector? The answer to this is not easy. A media owner we spoke with said that it would have been better to have had corporate clients as the revenue would have been much higher. However, the OOH industry is still riding high on the election wave and with the festive season still continuing, the optimism seen since the start of the year seems very much justified.

Global Advertisers wins big at Realty Plus Realty Awards

Global Advertisers has been declared the ‘Advertising Agency of the Year’ by the jury of prestigious ‘The Realty Plus Realty Awards’ in Mumbai. The event, which was attended by all the big names in the realty sector, was held in the Trident Hotel at the Bandra-Kurla Complex in Mumbai.

RPCEA is a mega annual event, keenly-awaited in the real estate sector. In 2009, Realty Plus launched the first Realty Plus Conclave and Excellence Awards to take a closer look at the current scenario, discuss the way forward for the sector and recognise and reward excellence in the realty arena.

Global Advertisers, an outdoor media solutions giant based in Mumbai, has built a reputation for its innovative and cost-effective media strategies for some of the leading brands in the real estate sector. Clients serviced by Global in 2014 include Rajesh Lifespaces, Aristo Developers, Hubtown, Dosti Realty Ltd, Lodha Developers Pvt. Ltd., Runwal Homes Pvt. Ltd. Global owns some of the most premium billboard sites in Mumbai, including Asia's biggest hoarding in Bandra.

Sanjeev Gupta, MD, Global Advertisers, said, that his team has a big role in getting him this honor. “Our Real Estate marketing team has worked hard and walked the extra mile to help our clients improve their brand presence, site footfalls and unit sales by offering customized outdoor media solutions that work for them.”
“I dedicate this award to my team and my guru Mamtamai Shri Radhe Guru Maa,” said Gupta.

Many Applauds for the new government of India- Sanjeev Gupta, MD - Global Advertisers

Global Advertisers congratulates BJP and its Prime Ministerial candidate Mr. Narendra Modi on the phenomenal win in 2014 Election.

We hope that his government keep their promises, fulfill our expectations and take India on the road of development…..

Mr. Modi’s ideology taught us to work first for your Nation, your Society and then for yourself, because once your community grows, you will definitely experience the fortune for your family. There are no freebies for anyone….

The cool new government is heartily welcome!!!

We need to stand united for the industry to grow- Sanjeev Gupta ( Global Advertisers )

It is partially true that the OOH industry is relatively unstructured, but as the industry is developing, we feel that more structure will automatically develop. What can drive the growth is the organised approach toward the pricing and legality of outdoor inventories. Several good partners who we have worked with, even despite the relatively unstructured nature of the industry helped us grow in critical economic conditions. If, all the major and small player combined their effort to uplift the face of industry, I am sure that day will come soon when marketer will give us due importance in their advertising plan.

We believe that smart planning is definitely the thumb rule for any successful marketing campaign. Starting from the concept design, the selection of activity execution partner and then going to the execution plan. We try to ensure that we generate success right from the planning stage itself. There can be so many unforeseen variables impacting an outdoor activity that unless you plan meticulously for the things that you can control, you might be thrown off balance by things that are out of your control!

For the record, Global has spearheaded the revolution in outdoor media – arresting consumers’ attention as well as driving home the message effectively. Mobile vans, taxi, bus shelter, Z-boxes, street furniture, fleet graphics, digital displays at mails and multiplexes, ferries, amusement parks, airplanes, swimming pools and rest rooms have been creatively exploited by Global to communicate with consumers on the go. That explains why Global has been the leading outdoor media partner for all major sectors over the last 18 years. Call Now Mr. Amit Gupta - 9820 797 773 Or Email -amit@globaladvertisers.in

‘Cutting edge technology made election advertising stand out’

How are outdoor advertising campaigns for political parties planned? And how was this election season different from the previous editions?

As the election campaigning draws to a close in Mumbai, advertising across political parties is reaching a fever pitch. Lok Sabha 2014 has seen some of the most aggressive advertising campaigns from the country’s two principal parties – the Congress and the BJP. It seems that every available space, whether on print or online or on the air, has been taken up by election advertising.

The Metrognome spoke to Global Advertisers’ Managing Director, Sanjeev Gupta (in pic on left), to find out more about the business of election advertising in the outdoor space.

Excerpts from the interview:

How does the election season benefit a business such as yours?

Outdoor media is the most important channel of communication for political campaigns, which mainly rely on political marches, rallies, morchas, dharnas, and door-to-door campaigns to get the message across. All forms of political campaigning happen outdoors. Moreover, 2014 is particularly special because the campaigns are managed with unprecedented professionalism and there is a marked corporate flavour in the way the campaigns are being conceptualised, planned and executed.

These factors are translating into good business. Our media properties played a prominent part in campaigns of nearly all major political parties. 

What are some of the requirements from clients?

All requirements from clients ultimately seek to accomplish one task – of scoring with the voters. They want advertising to be visible to voters. They want the media to work its magic at the right time.

Typically, an election campaign follows four stages: One, the introduction. Two, meeting the voters. Three, spreading information about the candidate/party’s USP. While the fourth stage is getting voters to choose the candidate on the big day.

At every stage, companies like ours offer our clients outdoor sites/ hoardings and other media to help them achieve their goals. We must hand-hold the client through the campaign, at every step, from printing to mounting of flex, and ultimately, to providing post-campaign feedback.   

What kinds of strategies are required to stand out among hundreds of other outdoor campaigns?

Our strategy has been to coordinate very closely with clients, offer competitive rates, select media carefully and dish up the right media mix. Above all, we have been on our feet for 11 hours for the last three months to accommodate changes in plan, content and sites.

That said, the secrets of standing out in a crowded marketplace are not really new.

Be clear about what you set out to achieve. Be better at service, and with the quality of billboards and other media. Be different from everyone in the way you frame your message, offer tailor-made solutions that work within the budget and out-innovate the competition.

What are some of the new types of outdoor advertising seen this election season?

More mobile vans with mounted hoardings were used in this season than ever before. Parties used concepts like ‘chai pe charcha’ and ‘e-chaupal’ and successfully harnessed cutting edge technology and offered it to voters in different parts of the country, which created quite a buzz.

Even with traditional outdoor advertising, the complimentary role of online and mobile media has increased several-fold. These changes hint at the shape of things to come.

This time, special creative content was designed for specific locations for better impact. There were cut-outs, LED, back-lit, 3-D and digital displays. The power of outdoor advertising was displayed like never before in this election. You can see this from the unusually high voter turnout this time.  

In monetary terms, what is the kind of boost that your business gets in election season?

All things remaining same, this election season, we expect business to grow by 50 per cent compared to the same period in a non-election year. This is, of course, a rough estimate.

On an average, how much do political parties spend on outdoor advertising?

I cannot discuss figures without explicit permission of a client but if you know the campaign expenses that are made public, you can safely conclude that outdoors gets anywhere between 40 to 50 per cent of the total outlay in a political campaign.

How does outdoor score over other media when it comes to election campaigns?

People who step out regularly either to commute, shop, visit friends or places of worship are more likely to step out to vote on the big day, too. It therefore makes more sense to invest in outdoor advertising than any other medium because the target demographic (voters) and the medium (billboards and other outdoor media) and the desired outcome (influencing voter behaviour in favour of a particular candidate/party on the day of voting) are 1) in the same geographical area, 2) are likely to be the same people (people who are outdoors on other days are also likely to vote on election day), and 3) the campaign, message, brand positioning can be tailored to address the specific demographic in that particular area.

Traditional election campaigns focussed on communicating achievements. This has changed as this time the efforts were on convincing voters and not merely communicating. The entire outdoor media fraternity – vendors, creative minds, agencies, mounters – have taken up this new challenge and have gone ahead to do an excellent job of it.

EKTA World launches Orange Fiesta with surprizes!

Celebrating its 27th Anniversary, renowned developer EKTA World recently launched its month long ‘The Orange Fiesta’ with goodies like series of discounts and value adds ranging from electronics and consumer durables, for buyers from April 25, 2014 onwards.

Home seekers can avail discounts of ranging from Rs. 4.69 lakhs to 22.85 lakhs on residential projects like EKTA Tripolis in Goregoan, EKTA Oculus in Chembur, EKTA Parksville in Virar, EKTA California in Pune and EKTA Greenville in Nashik.

Apart from savings on EKTA properties, “The Orange Fiesta” will offer prizes like I-pads, mobile phones and more goodies on Spin the Fiesta Wheel and various spot contests at all EKTA World sites. Apart from this, Air-Conditioners are also on offer for customers.

Leveraging OOH, the real estate giant has come up with an outdoor campaign in Mumbai. The campaign has jointly been executed by Bright Outdoor and Global Advertisers.

Likewise, Global Advertisers has used large size hoardings at strategic locations with uncluttered view and vibrant artwork which successfully grabbed the attention of target audience.

Sanjeev Gupta, MD, Global Advertisers, said, "At Global, we make sure that our client gets the best visibility from the campaign. Our team selected the hoardings located in the target area of Ekta World, they are illuminated, clutter free and the size of hoarding impress the viewer."

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Dead time during commuting is an opportunity for OOH- Sanjeev Gupta

Mumbai: 8 May, 2014: The discerning Indian consumers are in the era of fast moving lifeline, from hi-speed internet to speedy metro trains, they are moving faster than ever. To maintain the pace with consumers, out-of-home industry makes effort to open up new opportunities for brands to engage with consumers on the move. The proliferation of smartphones is also a boon for the out-of-home sector by allowing people to interact with outdoor display immediately, from visiting a website listed on a billboard of a train platform, to scanning a QR code at the bus stop. As such, the outdoor advertising in transport hubs is on the up as brands take advantage of the ‘dead’ time people face while waiting for a train or to catch a plane, or while they are sitting in traffic. So there is an opportunity for advertisers to help kill that dead time.

Outdoor advertising sector becomes gradually digitised, it seems the options open to advertisers are limitless. It’s an exciting media channel to be part of right now, as the industry keeps growing because advertisers are recognising out-of-home’s potential.

Nashta for the dimaag - Global Advertisers

Kellogg's cornflakes ties up with Meru Cabs to dish out a breakfast on the move to surprise passengers on the move

28 May 2014, Mumbai: Are you among those who do not feel like eating when you are about to leave home in the morning but feel the pangs 30 minutes after you step out. Well, Kellogs has a solution for you. Have Kellogg's healthy "Anaaj ka Nashta" in a box in your car as you commute to work everyday.

Save on time, eat exactly when you are hungry and eat healthy. Kellogg's breakfast was served in 100 Meru cabs in each of the four metropolitan cities of India. The idea, says an article published in Outdoor Asia, was to capture people who tend to skip their breakfast due to lack of time and engage them over a healthy breakfast in the cab.

The breakfast kit included a Kellogg’s Muesli breakfast pack, a spill proof deep bowl, a 100ml milk carton, sugar, spoon and a tissue. Chauffeurs used hand sanitizers before handing the kit over to the customer. The hundred cars that have been chosen are not known to the customer beforehand, which introduces a "happy surprise" element to the campaign.

"Solutions that fit into the fast paced life that we lead today are always welcome. Kellogg's campaign has managed to make a connect because it is simple, well-thought and engages the target customer in a way that is extremely friendly. When the commute is over an hour long, it is easy for the chauffer to open up a quality conversation. Great concept, great planning, excellent execution," said Sanjeev Gupta, MD, Global Advertisers, an outdoor media giant based in Mumbai.ENDS