Outdoor advertising on a significant growth trajectory, says Times OOH

WhatsApp, Samsung India, Apple, CP Plus, Total Enterprises, UP Government, Delhi Government, Apollo Tyres, Greenply, Volkswagen, Bisleri, LIC among others have created a dominant presence at Mumbai, Indore, Coimbatore, and Trichy Airports followed by Mumbai Metro and Delhi Metro – Pink Line.

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Top brands on-board at airports and metro stations as passenger traffic increases. With people moving out to enjoy this festival season and leisure activities like entertainment, dining out, shopping, and travel, venues like malls, cinemas, outdoor advertising has become a pivotal part of the marketeer’s arsenal.

Traffic numbers are already reaching pre-covid levels at airports and metros where traffic is quickly rising. Air traffic in India has shown exponential growth due to the festive season. The domestic passenger footfall at Airports - Mumbai, Indore, Trichy, and Coimbatore has grown by ~200% in the month of October against the month of June 2021 and at Delhi Metro – Pink Line and Mumbai Metro, it is gradually increasing by 50% month on month since May 2021.

One of the biggest changes is the increase in dwell time at the airports. With added health check, the dwell time has doubled from pre-covid times. Domestic passengers are now arriving almost 120 minutes before flight departure times. For International, the dwell at departure is over 240 minutes. For some destinations like UAE, passengers have to come to the airport almost 360 minutes before flight departures because of new mandates of Rapid RT-PCR at the airport.

“In my recent trip to Dubai for Expo 2020 and to see World-cup match, I had enough time at the airport to observe advertisements, explore retail and spend time in F&B outlets,” said V Krishnan, Co-founder and Group President, Justdial.

It is an unparalleled media option – no format can offer this kind of visibility and interactivity.

“As a result of above, we have a very healthy pipeline of interest from brands. We believe, with the continuous increase in the number of brands advertising at airports and the metro, the OOH media sector is on a growth trajectory and we will see a very good festival and a quarter ahead. For brands looking to engage with their audiences in high dwell time locations, Times OOH offers a bouquet of opportunities at airports and metros. With a range of media options (static and digital) and in-depth research of passenger demographics and psychographics,” said a Times OOH spokesperson.

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