Outdoor adspends grow 8% in H1 FY 2013: Laqshya research

20 Nov,2013

By A Correspondent


Outdoor Advertising ad revenues have grown 11% in the first quarter and by 4 percent in the second quarter of 2013 over the corresponding period of 2012 making it a total of 8% growth for the H1 fiscal 2013 over 2012. These numbers were revealed by the Laqshya Media Group research wing which conducted the research.


According to a communiqué from Laqshya Media, the good news is that 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.


The sector-wise analysis is as follows:

– Real Estate upped OOH investments most rapidly as compared to any other sector making it the most dynamic category for the first half of 2013. Spends grew by 51% as compared to H1 of 2012. The realty players from Mumbai and Delhi have been spending heavily in traditional OOH, whereas South India-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 the Media & Entertainment category, TV channels particularly the GECs hold a substantial pie in the OOH share of spends.

– Jewellery Brands like Tanishq has been spending heavily along with south based brands like Malabar and Kalyan on their store launch across various towns using OOH to create awareness. There has been a 28% rise in their spends observed this year as compared to H1 2012.

– Many other sectors slightly exceeded their spends in the first half this year as compared to last year making the overall OOH share of spends bigger and thus creating an 8% growth as compared to last year. Categories like banking, mobile handsets, airline operators, housing finance, life insurance, retail (particularly the Innerwear Segment) and healthcare saw greater growth as compared to last year’s first half.

– Two-wheelers emerged as one of the most active spenders in the first half of 2013 as compared to the same time last year 2012, registering a growth of at least 50%. Brands like Hero Motocorp, Bajaj and Honda have captured the roads with larger than life displays for their two-wheelers.

– The first half of this fiscal year 2013 also saw a decrease in spends by the top OOH spenders like automobiles (four wheelers) and mobile services.


Commenting on the statistics and trend, Atul Shrivastava, COO, Laqshya Media Group said, “The overall OOH pie has grown 8% this year as compared to 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.”


The evident growth in both quarters Q1 and Q2 of 2013 as compared to the same period of 2012 reflects the progress the industry has made, adds the communiqué.


Post a Comment 

One response to “Outdoor adspends grow 8% in H1 FY 2013: Laqshya research”

  1. TDI india says:

    A brand message is easily accessible by customers through an OOH Advertising media. What is also worth mentioning is that customers can go through the brand message anytime as an outdoor advertising display is available round the clock, week, month and even a year. Any outdoor advertising display also provides a larger than life appeal on customers’ mind.