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Ooh The Most Reliable Medium For Advertising In IndiaBy Expert Author: TDI India
OOH or Outdoor Advertising is where you want to invest your money in if you want a medium which can be relied on to deliver at any time of the year in India and under any circumstance. The nature of the demography in India ensures that the medium pays rich returns even when the markets are slow. This was evident when we consider that the medium continued to grow in India even when the country witnessed financial crisis during 2009 & 2010.
Though Advertising in India did suffer because the crisis led to slashing of advertising budgets by most brands, the OOH Sector still managed to record growth. Some of the important reasons for the same have been discussed below.
OOH is the most diverse medium of all the advertising platforms. This diversity comes into play while soaking up situations where the markets are running slow. It is understood that even though advertising budgets of brands will take hits during situations of crisis, it will never run to zero. In fact, most brands believe in changing the platform in order to make the cuts instead of simply lessening the number of sites. In such a scenario, OOH India presents tens of avenues from which the brands can take a pick. Some of the most popular platforms of OOH in India include Airport Advertising, Metro Advertising, Mall Activations, Roadside Advertising, Alternate OOH, and more. So, if one medium gets too premium for your brand, there are many others that from which you can choose.
OOH being the only medium which takes up a site continuously for the entire period of the campaign, has an increased impact in India. This is due to the millions of working citizens that are regular office goers. Placing ad displays on office routes means that they will be viewed by those going to office, at least twice daily. This translates very well into awareness and creation of brand value. The benefits are in such huge numbers that many brands go for the long period campaigns lasting more than a year. When worked on the basis of the number of daily views, it can be seen that OOH is actually one of the cheapest ways of advertising in India.
Brand Recall Rate
We must have heard about the High Brand Recall Rate of the OOH Medium. The high recall rate holds special significance when considered in context of the Indian audience. Indian consumers are known to speak about a product or service using the name of the brands they use. The product or the service is almost synonymous with the used brand. Thus, a high brand recall rate in the Indian markets does not just create consumers; it creates patrons.
More than 60% of India still lives in the rural areas. It is only OOH that can comprehensively target this population. Due to infrastructural shortages, accurately targeting the Tier II and Tier III cities of India is impossible without using OOH. Considering the rate at which these cities are moving towards development, brands cannot afford to leave them out of their promotional campaigns.
The reliability of the medium is why it enjoys undisputed patronage from brands both big and small in stature. It provides an unfailing route to the hearts of a billion Indians, irrespective of their geographic location or cultural lineages. This is why Outdoor Billboards, Mall Displays, and the various other tools of the medium never go out of fashion in India. If your brand is looking for an advertising medium that is sure to provide rich benefits in spite of the market scenario, OOH India is the solution.
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