E - PAPER

CURRENT ISSUE

LAST ISSUE

VIEW ALL
  • About
  • Team IMPACT
  • Contact us
  • Subscribe
  • HOME
  • COVER STORY
  • CMO INTERVIEWS
  • TALKING POINT
  • CREATIVE ZONE
  • SPOTLIGHT
  • INTERVIEWS
  • AD VIEW
  • BACKBEAT
  • VIDEOS
  • HAPPENINGS
  • E-PAPER
  • EVENTS
    • IMPACT TOP THIRTY UNDER THIRTY 2021
    • IMPACT TOP 50 WOMEN 2020
    • IMPACT TOP 30 UNDER 30
    • IPOY-2019
search
  1. Home
  2. Talking Point

HOW THE FESTIVE SEASON REKINDLED RECOVERY FOR OOH

Mukesh Gupta, Chairman-MD, Graphisads writes about the turnaround for OOH that was driven by the festive season

BY Mukesh Gupta
01st December 2020
HOW THE FESTIVE SEASON REKINDLED RECOVERY FOR OOH

Like every year, this year also saw a big turnaround for outdoor media just before the festive season. Having suffered from the economic fallout of the Coronavirus pandemic for nearly four months, the outdoor media industry has welcomed this recovery with great relief. This year, from March to August, about 85% of the outdoor sites remained vacant as people stayed home most of the time and businesses remained shut. The recovery from September through November has rekindled the hopes of the outdoor media agencies and owners.

The recovery has been widespread across many industries such as jewellery, auto, smartphones, real estate, banking and finance, and of course e-commerce businesses and video-streaming OTT platforms. In fact, outdoor media in cities like Delhi has seen quick recovery with about 50-60% occupancy in many important locations. The recovery has given a much needed boost to the industry – both the media owners as well as the advertising agencies. The reason behind this fast recovery in outdoor media is that it is mostly managed by family owned entities. Hence, the outdoor media owners were able to offer attractive packages, giving cost effective rates to clients, so that they could come back to outdoor media. This move yielded highly positive results. Cost-effective rates and ROI attracted many new clients to spend on outdoor media. Another factor which helped in recovery of outdoor media is lifting of traffic restrictions within the cities and at inter-state level.

Industry reports say that this recovery is not limited to big cities, but is witnessed in medium and smaller cities too, thanks to local brands’ preference to use outdoor media because of its cost-effectiveness. With this recovery, the outdoor media industry hopes to get their business back on track in the months to come.
(The author is also General Secretary (North), Indian Outdoor Advertising Association)

  • TAGS :
  • advertising
  • opinion
  • Mukesh Gupta
  • Graphisads
  • outdoor media

RELATED STORY VIEW MORE

HOW TATA MOTORS IS REVVING UP FOR 2021
‘WANT TO BE AN ENTERTAINMENT SUPER APP’
FACEBOOK CELEBRATES SMALL BUSINESSES

TOP STORY

TANISHQ: BRINGING BACK THE SPARKLE IN CONSUMERS’ LIVES

Arun Narayan, VP Category, Marketing & Retail, Tanishq, Titan Company Ltd tells us that the jewellery brand saw a 15% growth this festive season


OTHER GLOBAL NETWORKS WILL FOLLOW OUR MODEL SOON: PER PEDERSEN


‘NO INDUSTRY CAN REPLICATE THE CREATIVITY CULTURE’


NEWS LETTER

Subscribe for our news letter


E - PAPER


  • CURRENT

  • LAST WEEK

Subscribe To Impact Online

BUY IMPACT ONLINE


IMPACT SPECIAL ISSUES


  • Your Best Coffee Ever

  • 14th-ANNIVERSARY-SPECIAL

  • 13th-ANNIVERSARY-SPECIAL

  • TOP 50 MOST INFLUENTIAL WOMEN

  • TOP 30 UNDER 30

VIDEO GALLERY VIEW MORE

Tarun Menon of Urban Company talks about the brand's #WearASmile initiative
Get connected with us on social networks!
ABOUT IMPACT

IMPACT was set up in year 2000 with the aim of publishing niche, relevant and quality publications for the marketing, advertising and media professionals.

Useful links

HOME

COVER STORY

CMO INTERVIEWS

TALKING POINT

CREATIVE ZONE

SPOTLIGHT

INTERVIEWS

AD VIEW

BACKBEAT

VIDEOS

HAPPENINGS

E-PAPER

EVENTS

OTHER LINKS

GDPR-COMPLIANCE

COOKIE-POLICY

SITEMAP

PRIVACY-POLICY

TERMS AND CONDITIONS

Contact

ADSERT WEB SOLUTIONS PVT. LTD. B-20, SECTOR 57 NOIDA (U.P)

Connect With Us !

+ (0120) 4007700


Copyright © 2019 impactonnet.com