There’s another reason why outdoor advertising is most susceptible to cuts in an overall media plan. Rai says outdoor is easiest to axe since unlike long-term TV and print ad deals, where advertisers and agencies don’t want to antagonize media owners, in outdoor you can come in and go out with ease.
“Personally, I think that in such a scenario, tactical advertising (including outdoor) could have a great deal of benefits, but because of the nature of outdoor, it’s the easiest to cut,’’ says Rai.
In his view, the most affected will neither be the high-demand, premium sites, nor the low-demand locations that are sold dirt cheap, but mid-demand areas such as Andheri in Mumbai that could see a cutback in terms of money spent.
anushree.m@livemint.com
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