Media Advertisement ? Good news for Advertisers !!!
Airports, bus shelters ,railways stations and metro stations have came up as the latest hot spots for advertisers in Indian cities as ads on daily travel transit commute systems have grown more than 60% in the last one year. Advertising Industry experts predict that transit systems’ advertisement and marketing would value at least Rs 300-400 crore out of the India’s total out-of-home (OOH) advertising share of approx INR 2,000 crore,
thanks to steep development of urban infrastructure.
“Urbanization and Modernization of the Indian commute and travel system, growing demand of fast and convenient way of travel, and growing network of already existing transport mediums…are among the reasons that’s putting value to rapid rise in transit media marketing and advertising,” Sanjeev Gupta,MD at Mumbai-based outdoor media ad firm Global Advertisers, says. Another reason for marketers’ growing focus on commute time
advertisement is it being monitored and calculated effectively.
Harjap Singh, founder & Managing Director of Proof of Performance, a North India based agency specializing in auditing and monitoring outdoor promotion campaigns, says one can find with ease,the number of people visiting domestic and International airports and railway stations through ticket sales. Alongwith, in transport system it is easy to keep track of how long the advertisement are displayed. “Maybe the demographic data analytics, like age, gender and occupation and so on is difficult to get. But we can keep track of how long a
passenger waits on a specific metro rail platform in between two consecutive trains, or how much time it takes for a traveller on the elevator of a particular airport ” Singh says.
“Above parameters helps people in advertising industry to plan their campaigns in more effective manner.” Media Pundits like him expect marketing advertisements on transit system to attracts a significant portion of the overall OOH(Out Of Home) category, which is supposed to exceed INR 5,000 crore in 3-4 years.
Basic Infrastructure is continuously booming in India is helping the overall outdoor media inventory in daily transit system grow nearly 15%-22% a year. In Mumbai and other metro cities, the inventory has increased 25%-35% in buses, 35% in autos, 22% in taxis and above 15% in trains.
Most persons in marketing and outdoor media owners do believe that advertising inside both kind of airports carries significant impact because people spend more time at these places is one of factors such as early reporting time and security checking time in airports. “Airport marketing offers captive target audience and most air travellers have the upper end buying potential,” says Atul , COO at Laqshya Media, another Mumbai-based OOH media agency.
No prizes for guessing, the cost of advertising/marketing ones products/services is highest on airports. “But a railway platform banner/billboard/kiosk may cost you Rs 100/square feet, it might go upto Rs 500 per square feet at a metro station and Rs 2,000/square feet at the International airports,” Shrivastava says. Still every medium has its own kind of attraction. Gupta of Global Advertisers says, “Every public transit medium follows a specific typo; hence it varies on the brand and its target audience. For example, a tourism company will mainly take up the airport medium, whereas a company in education sector will go for bus shelter and railway medium mostly.” Among Indian cities, Mumbai is the costliest with
its commute transit mediums commanding about 30% extra premium over other cities.