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Ooh Advertising Is Now Targeting The Tier Ii & Tier Iii Cities In IndiaBy Expert Author: TDI India
The OOH Industry in India is now targeting the Tier II and Tier III cities of the country. The recent times have seen even the larger companies targeting Outdoor Locations in these cities. The pattern reveals a concentrated effort on the part of the brands, both small and big, to increase their presence and visibility in these relatively unexplored cities in India. Both the brands and the OOH Advertising Agencies in India have traditionally stayed away from these areas and invested their advertising budget at the Tier I or the developed cities. There are a number of reasons for the brands’ shift in interest towards these cities.
Better Connectivity in the Offing
With the government’s dedicated approach to develop the Tier II and Tier III cities of India, they are on the path of having better connectivity with the rest of the country. This improvement in connectivity is bound to attract a lot of brands towards the unexplored market territories. They are riding on the OOH Industry into these cities, flaunting their USPs and attempting to create a space for their brand before they roll out their products and services.
The Tier II and Tier III cities of India now possess the requisite buying power to attract any brand. With markets in the Tier I cities having almost reached the saturation point, companies are now looking at the unexplored markets that the Tier II and Tier III markets have to offer. Even as they race through their plans of expanding operations to these cities, they are making extensive use of the Outdoor Media to establish their brand name with marked visibility.
Types of OOH Being Used
The OOH presents a wide range of platforms to be used for promotions. This is why it is a favorite of all the brands. Brands looking for premium audiences can make use of the Airport Medium. India’s 12th 5 Year Plan speaks of plans to build 200 airports in the Tier II and Tier III cities. This is going to provide immense new opportunities to the brands that have marked these cities in their immediate plans. As of now, the most popular types include roadside Hoardings, Billboards and other displays at the market places and town squares. However, when the development of the areas is completed, the rest of the types will be used more frequently.
Cheaper in Comparison
Outdoor Advertising works out cheaper than most of the other high end platforms. Thus, it is the best medium to be used for experimental campaigns in the new markets. The constant visibility also places the medium ahead in preference as that creates a much higher brand recall rate. Such visibility is crucial when brands enter new markets.
Inaccessible by the Other Media
Various geographical and socioeconomic conditions of the cities under question make them unsuitable for the other mediums. The Outdoor Medium is the only platform that can offer viable and complete solutions. It affords the inclusion of modern technologies while retaining the look and feel of traditional Advertising.
The OOH Advertising Agencies in India are having a field day running campaigns at remote Outdoor Locations of the country. In the process, their networks and skills of co-ordination are being put to real tests in conditions that are new both to the brands and the service providers. Though this maybe a tough period for a few ill-prepared media houses, it is the threshold of exciting times to come. Agencies as well as the brands are gearing up to launch headfirst into the vast opportunities that will be opened once the Tier II and Tier III cities are completely connected.
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