The Laqshya Media research finds two-wheelers have emerged as one of the most active spenders in the first half of 2013. Real Estate upped their OOH investments most rapidly
BestMediaInfo Bureau | Mumbai | November 25, 2013
Laqshya Media Group’s media Research Wing has worked on the H1 fiscal analysis of 2013 and compared it with the same period in 2012. The good news is despite the lingering economic uncertainty, OOH continues to grow – which is an excellent sign for advertisers who want to reach out to people with billboards, bus shelters, huge gantries, foot-over bridges, and any other outdoor vehicles. The industry going by this analysis has every reason to be optimistic.
According to Laqshya Media Research statistics on Outdoor Advertising ad revenues, there has been a growth of 11 per cent for Q1 and 4 per cent growth during Q2 of 2013 over the same period in 2012, making it a total of 8 per cent growth for the H1 fiscal 2013 over 2012.
The Laqshya Media Research Wing caters to OOH research and analysis and has been involved with various research activities likes TG Analysis, Dipstick Studies, Consumer Feedback, Planning & Strategy, Audience Measurement and Competition Analyses by reviewing OOH campaigns and their spends.
Below is the sector-wise analysis:
- Real Estate upped their OOH investments most rapidly compared with any other sector making it the most dynamic category for the first half of 2013. The sector’s spends grew by 51 per cent compared with H1 2012. The realty players from Mumbai and Delhi have been spending heavily in traditional OOH, whereas south based players are also actively visible in premium ambient media like airports.
- Education Sector with large focus on Q1 dominates the other category spends though its spends have reduced compared to H1 of 2012.
- In Media & Entertainment category, TV channels, particularly the GECs, hold a substantial pie in the OOH share of spends.
- Jewellery brands like Tanishq have been spending heavily along with South-based brands like Malabar and Kalyan on their store launches across various towns using OOH to create awareness. There has been a 28 per cent increase in their spends this year compared with H1 2012.
- Many other sectors slightly exceeded their spends in the first half this year compared with last year, making the overall OOH share of spends bigger. Leading to 8 per cent growth compared with last year. Categories like banking, mobile handsets, airline operators, housing finance, life insurance, retail (particularly innerwear segment) and healthcare saw greater growth compared over last year’s first half.
- Two-wheelers emerged as one of the most active spenders in the first half of 2013 compared with the same period in 2012, registering a growth of at least 50 per cent. Brands like Hero Motocorp, Bajaj and Honda have captured the roads with larger than life displays for their two-wheelers.
- The first half of fiscal 2013 also saw a decrease in spends by the top OOH spenders like automobiles (four-wheelers) and mobile services.
Atul Shrivastava, COO, Laqshya Media Group, said, “The overall OOH pie has grown 8 per cent this year compared with the same period last year. There has been a moderate growth in various other sectors but OOH that has traditionally thrived on automobiles and mobile services took a hit. Big players in the four-wheeler category like Hyundai and Tata Motors-owned Jaguar Land Rover have been successfully banking on OOH long-term sites to create brand salience. The only spike observed in the category was during the brand launch of Honda Amaze and Chevrolet Sail.”
Since Q3 is the festive quarter, it will now be interesting to see OOH gain even more momentum. During the festive season, brands usually announce a lot of discounts, offers and freebies. OOH media vehicles such as hoardings/billboards, bus back panels, bus shelters and other street furniture are gaining as much importance as other forms of media such as print and digital.
The evident growth in both Q1 and Q2 of 2013 compared to the same period of 2012 reflects the progress the industry has made. With the usage of research and technology, advertisers are bound to be more confident about investing even more in the OOH space.