OUTDOOR ADVERTISING

Prepared By: Dhaval Vora (M1057) Ritesh Vitekar(M1056) Avijit Kumar(M1027) Jayesh Trimbakkar(M1053) Ankit Gupta(M1014) Pratik Vaja (M1054)

INTRODUCTION
What is Outdoor Advertising

Traditional ways

Latest : OOH Advertising

Growth of OOH Advertising

PRESENT SCENARIO
Important element and strategic to a media plan

Outstanding value for money

Brand is top of the mind

Outdoor includes

PROSPECTS
Advertising and Media agencies Direct customers

FMCG Companies

Consumer goods

Telecom Companies

Automobile companies

Television & Cinema

COMPETITION
OOH Media

TDI International India Limited

Pioneer Advertising

Selvel Vantage Advertising Private Limited

Bright Outdoor, IN & OUT etc

STRENGTHS
Innovativeness

Flexibility

Coverage

Impact

Weaknesses
Lack of Research and Development

Other competing non-traditional media

Size of around Rs.1000 Cr

Acts as a support media

Government Regulations

OPPORTUNITIES
Increasing ad-spends

Clutter on traditional media

Increasing working population

Aptness in Rural Marketing

Local Advertising

THREATS
Not yet recognized as an industry in India

Large number of small players

No regulatory authority

Not much investment in Research and Development

PRODUCT
Hoardings on sites & Buildings

On Buses & Trains

On bus stops & Railway Stations

Mobile vans

Kiosks

Latest : On construction sites & Projected on buildings

ENVIORNMENT
Tender Process for Government owned sites

No Objection Certificate (NOC) for sites on buildings

Sites where no government permission required, only licensing

Licensing from Municipal Authorities

PRICING
Based on visibility

Based on location

Type of ownership

Cartels

Short term bookings

STRATEGIES INVOLVED
Strategies based on price

Tie up s with advertising & media firms

Discounts on long bookings

Buying sites of competitors

New entrant strategy

Backward integration

CONLUSION

COST TO ENTER THE MARKET

Capital required for bidding of government sites Earnest Money Deposit (EMD)

Licensing fee

Rent, property tax for building sites

The electricity bills and other maintenance expenses

Capital required for new entrant strategy

PROFIT POTENTIAL
Profit margins very high on owned sites

Profit margins high for sites on strategic locations

Also high margins for sites on buildings

Profit margins low for new entrant strategy & buying of competitor sites