As outdoor advertising checkpoints gradually become active, the impact of OOH will be significantly greater as compared to pre-pandemic period. With countdown begins of Media Expo 2021 New Delhi begins, the expo shares an insight into the endless potential of the OOH industry post-pandemic. The trade exhibition is ready to unite leading industry players including ColorJet India, Mehta Cad Cam, Mimaki, Monotech, Rextone, Silicon Infotech, Timex Bond, among others. During the lockdown, the OOH industry experienced an all-time low period, recording nearly 50 percent de-growth. The reduced number of people on roads and transit, along with shutting of malls, retail showrooms and commercial complexes significantly neutralised the impact of OOH.
Allowing the digital advertising segment to expand its share in the market as countless businesses and advertisers adopted on-screen advertising and e-commerce mediums to reach the in-home audience, despite all challenges the segment played a pivotal role in keeping people informed and safe with hoardings and posters publishing COVID-19 safety measures and vaccination reminders from public health authorities during the peak pandemic period. According to a report released by Google, the mobility trends for public transportation hubs in India have surpassed pre-pandemic levels and currently stands at +1 percent across India. As the footfalls in public transportation continue to grow, the OOH industry will also see a gradual rise in the impact of transit advertising.
Currently, the ‘shift to digital’ slogan has become more profound among advertisers, but the inevitable truth is that digital advertising cannot replace outdoor advertising. In this respect, Smarth Bansal, GM Product/Brand Management, ColorJet, said, “OOH) has proven itself time-in-time as an invaluable tool to increase brand awareness, drive store visits, build equity, and improve retail advertising effectiveness across the rest of the media. OOH media isn’t limited to advertising anymore it is also being used to disseminate welfare messages to large audience.” While the OOH platform will continue to remain at the heart of advertising, digital and technology-enabled media will also continue to gain momentum in the coming years.
