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The 2 Pillars Of Outdoor Advertising India: Airport Advertising & Dmrc Advertising

By Expert Author: Manish Kumar

Outdoor Advertising India is defined by advertising at its airports and the metro stations of Delhi. Together, Airport and DMRC Advertising in India form the 2 mediums that are the most in demand. The nature of the sites and the opportunities provided by them at the airports and metro stations in India are ideal for launching promotional campaigns of brands. Top brands from all sectors of the industry enthusiastically launch their products and services from the high-valued sites of the Indian airports and Delhi metro stations. Let us take a look at these 2 pillars of OOH India.

Airport Advertising India

Airport Advertising India was initiated by TDI International India P Limited in 1986. It provides the cream of the audience for a wide range of brands. Its affluent audience not only possesses a high buying power but also holds important positions in various organizations. Installing a strong image of the brand in their eyes often translates into important tie-ups and collaborations. Owing to the high dwell time at the airports, the various displays like Scrollers, Gantries, Translites, etc., have ample time to effectively pass on the strategized message to the audience. Unlike the other formats of Outdoor Media like roadside displays, airports offer a comfortable place for the audience to fall into the spell of the ad. They are also the places where the brand is exposed to a worldwide audience. The segments possible to be targeted at an airport received a boost when the airlines reduced their fares and the higher middle class was also added in the list of frequent fliers. This, along with intelligent marketing and expert convincing skills of top agencies like TDI, has been a key reason for the recent Airport Advertising Campaigns where new clients from industries, which usually stayed away from this medium, were acquired.

Delhi Metro Advertising

The promised OOH heaven of Delhi Metro Advertising also provides the incentives of a structured surrounding for brand promotions. In fact, this medium also includes the rest of the segments of target groups. However, achieving success in the metro medium has been a tricky affair for most DMRC Advertising Agencies. There have been only a few agencies like TDI which could turn the promises into effective campaigns. The 22 metro stations where TDI has exclusive advertising rights have been seeing a healthy round of activity. The campaigns picked up speed towards the end of December last year (2013), signaling the arrival of brands at the metro stations for promotional campaigns during the festive season. The leading Metro Advertising Agencies saw a hectic time negotiating deals and installing displays at the metro stations. They are also hopeful that that this excitement will continue throughout the New Year.

Both of the 2 most popular OOH Mediums in India emphasize the importance of well-targeted audiences in structured environments. It is meaningless to throw Ad Displays at random audiences. Another affecting element is the easiness in measuring the performance of airport and metro medium and obtaining feedbacks. Any Ad Agency would know the value of a measurable advertisement. The scope of improvements which such measurements and analysis brings to the table often sets newer and higher trends in the industry. Due to the above reasons, Airport Advertising and Delhi Metro Advertising rule the realms of outdoor advertising India. They are also known as the top mediums of promotion for the automotive industry and FMCG industry respectively. The slew of Car Displays by the top automotive companies at the Airports and the enthusiastic promotions of the latest FMCG goods at the metro stations bear testimony to the fact.

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