What is OOH in outdoor ads?
OOH or Out-Of-Home ads is simply advertising experienced out of home. This includes billboards and signs, ads on bus shelters, airports, train stations, metro stations, stadium, cinema halls, etc.
While the festive season surged the sales for online shopping, outdoor ads, or, OOH (Out-Of-Home) media also witnessed a noticeable surge after being grounded, post the unfortunate pandemic.
The economic fallout of the pandemic was witnesses in the 2nd and 3rd quarter of year 2020, when people were not commuting due to earlier lockdown and restrictions, thereof. During this festive season, roads started witnessing traffic, both for inter-satate and intra-state travel, and outdoor ads gained momentum.
Is OOH growing?
The following bar-graph shows ads revenue from OOH advertising from 2009 to 2020, with estimates for 2021 and 2022.
Over the years, OOH has been actively used by local players, especially real-estate, education, retail, automobile, etc.
Who uses OOH?
A huge chunk of OOH is done by global companies launching new products in India. This year, due to squeezed marketing budgets, many brands opted out of OOH and restricted their advertising activities to purely to online platforms, like Facebook and Instagram.
A new trend has emerged in shopping – bulk buying. With COVID restrictions in place, many online e-commerce platforms have launched combo offers to lure customers in purchasing and stocking daily essentials.
However, this does not at all imply that OOH has lost its charm.
The festive season OOH ad spending has managed to revive to 50% of what brands spent last year.
By the first quarter of 2021, hopefully with COVID -19 vaccine, and fresh budget calendars for global clients, OOH spends are expected to increase at a rapid pace. Still, somewhere deep down the lane, online platforms and advertising, thereof are bound to grow at a rapid pace because of reasons, best taught to mankind by this pandemic.
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