It's not all doom and gloom for OOH advertising

Webinars conducted for Media Expo by Messe Frankfurt India throughout the lockdown sheds light on the re-emergence of out-of-home (OOH) advertising segment in India, which is reeling from the Covid-19 pandemic.

09 Sep 2020 | By Aultrin Vijay

Prior to the lockdown, the OOH advertising segment in India estimated to gain 6% share in ad spend by the end of 2020

With the Indian economy gradually re-opening and outdoor interactions returning to normal, indoor, outdoor and signage advertising segments will re-emerge as credible advertising mediums for B2C communication, according to Messe Frankfurt India.

In a press note shared with PrintWeek, the organiser of Media Expo and other big-budget trade shows stated that the impact of physical advertising will remain irreplaceable despite the ongoing slowdown, which has affected the majority of businesses across the world.  

The change in the nature of B2C interaction has altered the perception towards advertising. Prior to the lockdown, OOH advertising segment in India was growing at a healthy rate, estimated to gain 6% share in ad spend by the end of 2020, it stated.

Expressing his views during a Media Expo webinar on behavioural change in indoor and outdoor advertising after Covid-19, Raj Gopal Iyer, GM – marketing, Infiniti Retail (Croma) said, "Since decades, the indoor, outdoor and signage advertising segments in 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 mediums for B2C communication.”

Consumer behaviour is also believed to change post-pandemic as many consumers who have been dormant in their buying habits will turn to "revenge shopping" and demands from these players are said to 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,” shared Ambi Parameswaran, brand coach and founder,, during one of the webinars.

According to Raj Manek, executive director and board member, Messe Frankfurt Asia Holdings, 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 such as 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,” Manek added.

The New Delhi edition of Media Expo is set to be held from 4-6 December 2020. According to the organiser, the trade show will bring an array of innovations from manufacturers of indoor, OOH and signage solutions to brands, agencies and vendors.