New Delhi: Political parties are expected to spend as much as ₹400 crore on outdoor ads ahead of Elections 2019 due by May, according to media buyers.
Outdoor advertising continues to remain a crucial medium for parties to connect with voters, despite the growing popularity of digital and social media platforms.
“Outdoor has specific nuances, which is physical and locational in nature. It cannot be switched off, skipped or blocked. It is this physical presence that makes it the most transparent of mediums," said Sujit Banerjee, director and chief executive of Ecosys, a specialist outdoor agency under Publicis Media.
Outdoor ads are expected to feature political leaders with contextual conversations and a display of their achievements.
“We will witness bulletin boards kind of contextual conversations in outdoor, which will be heavy on text, often filled with slander and negative conversation about competition," said Banerjee.
Apart from general elections, outdoor advertising is expected to take centre stage this year due to events such as the ICC Cricket World Cup. “Overall out-of-home (OOH) advertising is poised for disruptive growth in the next 8-12 months. Events such as general elections, big sporting events such as Indian Premier League and ICC World Cup followed by assembly elections in a few big states will help drive its usage," said Fabian Cowan, director of Posterscope India, a Dentsu Aegis Network-owned outdoor agency.
With an estimated size of ₹3,000-5,000 crore, the outdoor medium will continue to grow at an annual average growth rate of 10%.
Another emerging advertising category propelling this growth is over-the-top (OTT) video streaming platforms such as Netflix, Amazon Prime Video and Zee5, among others.
“OTT, as a category, sees immense on-the-go consumption on mobile devices. Outdoor does two things: helps drive the required impact and imagery for the brand as well as acts as a brilliant reminder medium for viewers who consume content on mobile devices while travelling. It generates curiosity and people end up watching content," said Manish Aggarwal, business head at Zee5.
Experts say the medium is becoming data-rich and is able to provide advertisers information on buyer behaviour by location, enabling them to better plan and amplify their media spending by reaching targeted audiences.