Honda is top spender in OOH in February

According to Time Outdoor Monitoring, LIC was the biggest advertiser in the outdoor medium in January, but has slipped to No. 3 position in February. Maruti Suzuki, has held on to its 2^nd position

BestMediaInfo Bureau | Mumbai | March 15, 2016

February 2016 Top 10 OOH spenders (The data does not cover transit media, airport, malls, inside railway stations and kiosks. rates are indicative figure, subject to negotiation.)

According to OOH monitoring agency, Time Outdoor Monitoring, Honda was the biggest spender in the medium in February 2016, replacing LIC which was the maximum spender in January.

Out-of-home (OOH) campaigns are an important part of any marketing campaign, considering the time people spend in road travel. Especially in the urban areas and megacities, the hoardings and billboards play a very vital role in hammering the brand message into the consumer's mind.

The agency tracks OOH spends, monitors outdoor campaigns and track the effectiveness of spends. The report based on a pan-India analysis across 42 cities shows that OOH spends in February were at Rs 990.43 crore, up from January's Rs 983 crore.

Honda was in third position in January and has made a significant increase in its OOH spend with the current year's expenditure being Rs 15 crore with the utilisation of about 5.01 lakh sq ft area on billboards. The spends by the company is 20 per cent of the total expenditure of the top 10 spenders, while it has used 21 per cent of the total sq ft area used by the ten players.

Another automobile company, Maruti Suzuki, has held on to its second position since January, while its expenditure in February stands at Rs 9 crore.

Towards the end of the financial year, tax-saving mutual funds are key spenders and that's how DSP BlackRock Tax Saver Fund grabbed this opportunity with both hands and emerged as the third biggest spender in February spending Rs 8 crore. It was not in the list of top 10 spending brands in January.

DSP BlackRock, Amazon.in, Cadbury, Loreal, Samsung Mobile are the new entrants in February's top 10 list. Some brands which were in January's top 10 brands list like Airtel, Birla Sun Life Mutual Fund, Hyundai, Flipkart.com, Dheeraj Realty failed to make it to the top 10 list in February.

A total space of 23.93 lakh sq ft was covered by the top 10 brands in February. Amazon.in took second position with 2.99 lakh sq ft and Maruti Suzuki in third position with 2.91 lakh sq ft.

Honda and Maruti Suzuki have retained their first and third positions in both months. While Airtel was in second position for the month of January, it has now been replaced by Amazon.in.

It was a win-win situation for all the media owners and agencies due to huge advertising spends and brands receiving good ROI for their investment in OOH Medium.

January 2016 Top 10 OOH spenders (The data does not cover transit media, airport, malls, inside railway stations and kiosks. rates are indicative figure, subject to negotiation.)

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