Impact of physical advertising to remain irreplaceable

Focusing on this, the new edition of Media Expo New Delhi (set to be held on 4-6 December 2020) will bring an array of innovations from manufacturers of indoor, OOH and signage solutions to brands, agencies and vendors. Equipped with smart solutions and a rejuvenated approach for the future, the physical advertising fraternity will be certainly able to bounce back ever so strongly.

Meanwhile, Messe Frankfurt India’s virtual webinars for Media Expo have played a crucial role in keeping the printing, advertising and signage fraternity in sync throughout the lockdown. The insights gained during these webinars will help the organiser create a better-equipped platform for B2B reconnection through its upcoming exhibition.

“Both the digital and the physical advertising mediums will be equally crucial for businesses to re-engage with their customers in the new normal. However, physical advertising mediums like indoor, outdoor and signage will hold a significant value for marketers as the impact of personal touch that they have on customers will remain irreplaceable. I therefore, believe, that as the economy heads towards total unlock, these mediums are bound to make a strong comeback,” Raj Manek, executive director and board member, Messe Frankfurt Asia Holdings, said.

The change in the nature of B2C interaction has altered the perception towards advertising. Prior to the lockdown, out-of-home advertising segment in India was growing at a healthy rate, estimated to gain 6% share in ad spend by the end of 2020. However, due to the impact of pandemic the physical advertising segments have been facing a slight slowdown like many other industries.

Since decades, the indoor, outdoor and signage advertising segmentsin India have allowed businesses to connect with their audience on a more personal and emotional level. With restrictions on trade and consumer mobility now being slowly lifted and level of outdoor interactions returning to normal, these segments will make a comeback as “credible advertising mediumsfor B2C Communication,” said Raj Gopal Iyer, GM, marketing, Infiniti Retail (Croma), during Media Expo webinar on ‘Behavioural change in indoor and outdoor advertising after COVID-19' organised by Messe Frankfurt India.

Consumer behavior is also deemed to change post-pandemic as many consumers who have been dormant in their buying habits willturn to 'revenge shopping' and demands from these players will immediately permeate the market post lockdown.

“Hence, the goal of advertising will be to draw demand from 'revelation buyers' and 'restricted buyers' who will be much reclusive in their buying,” said Ambi Parameswaran, brand coach and founder, brand-building.com, during the same webinar.