Below the line advertising on a roll

Sapna Agarwal / Mumbai November 09, 2008, 0:07 IST


Media planners and buyers are looking at out-of-home (OOH) advertising and online channels with renewed interest in their attempt to expand reach.

 The average weekly reach of the OOH advertising in Mumbai, Delhi, Bangalore and Puneis around 5.5 million people, according to a survey by Out-of-Home Media and The Nielsen Company.

Titled OOH METRICS, the research further states that around 90 per cent of the audience recalled the OOH screen, and an ad being played. Average presence of socio-economic class (SEC) A audience in all the six locations is above 60 per cent. Therefore, on an average, the opportunity to interact with OOH Media screens per day is 7-8 minutes depending on the vertical space across each city.

Palal Bhattacharjee, associate director, media and entertainment, The Nielson Company, finds renewed interest in the OOH and internet advertising. The OOH, internet and mobile mediums account for 25 per cent of the overall media consumption of the socio-economic class (SEC) A and B consumers.

“When compared to the traditional mediums like press, television and radio, the consumption of other media is negligible. But 3-5 years ago, some of these media were not even present. They are gaining momentum now,” explains Bhattacharjee.

Consumers classified under SEC A and B usually possess laptops and broadband connections. On an average, they spend at least 2-4 hours of their awake time surfing the internet and commuting. They also frequent malls and multiplexes. “The fast-changing consumption habits of SEC A and B consumers have media planners and buyers also experimenting with their marketing mix to provide for spends on new media,” says Bhattacharjee.

Reflecting the growing importance of new media, the composition of companies advertising online is also fast-changing. Subho Ray, president, Internet And Mobile Association of India (IAMAI) says: “Earlier, tech-companies like matrimonial and travel portals contributed to over 60 per cent of the revenues in the digital marketing segment. The ratio of tech versus no-tech companies advertising online is now changing in favour of non-tech companies.”

Companies are fast waking up to the changes in consumer consumption habits. For instance, digital marketing initiatives accounted for 2-3 per cent of the company’s overall advertising budgets at LG till two years ago. LG is now looking at increasing the same to close to 10 per cent.