Shanta Saikia, New Delhi
The year 2014 saw resurgent ad spends, buoyed by the Lok Sabha Elections and the e-commerce players, especially during the festive season. The year saw the e-commerce players further fortify their faith in outdoor advertising, with players such as Amazon, Myntra, Flipkart and Olx very active in OOH.
Olx too had a busy time in 2014. In May, the e-commerce website created an experiential zone at a bus shelter in Delhi NCR to promote the gamut of household products available on the website. The bus shelter was given the look and feel of a living room by placing real household utilities such as a couch, cushions, wall watch, guitar and cut-outs of a chandelier, air-conditioner and refrigerator. The online market place also kicked off a three-month campaign on Mumbai Metro in June, wherein a part of the train’s exterior has been made to look similar to the Mumbai local train with the remaining wrapped in Olx’s brand color of orange. In October, Olx carried out a high decibel outdoor campaign in Bangalore to highlight successful product transactions on the portal.
All through 2014, Amazon was seen rolling out OOH campaigns across various cities – bit it to promote specific products available on the portal such as ZTE mobile or Kindle, or the Diwali Dhamaka Week, or various deals and products available. In fact, Amazon began 2015 with a Metro wrap campaign on Delhi Metro’s busy Line 2 for its Amazon Fashion campaign.
Laqshya Solutions has launched a couple of campaigns for Flipkart over the months of March and April. While one campaign introduced Flipkart’s new helpline, the other introduced the shopping site’s new mobile app. The e-commerce player left no stone unturned to create buzz around its ‘Big Billion Day’ sale, which took place on October 6. Executed by Laqshya Solutions, the OOH campaign used as much as 70,000 square feet of branding space at main arterial routes, high traffic zones and key touch points in Delhi and Bangalore.
Havas Media Active used the outdoor media in a very strategic way, choosing high impact sites at relevant locations in Delhi NCR, Mumbai and Bangalore for Quikr’s OOH campaign in January. Carpet bombing was done in each city, making the campaign outstanding in each market for that period.
July saw Myntra.com embark on an outdoor advertising campaign across cities such as Delhi, Bangalore, Hyderabad, and Chandigarh. Christened ‘Live for Likes’, the campaign endeavoured to engage the social media savvy generation. The campaign was conceptualised by Lowe Lintas and executed by Kinetic India.
There are various figures floating around regarding the ad spends by e-commerce firms. According to industry reports, Amazon had an estimated ad budget of Rs 100-150 crore for 2014, while Flipkart’s annual ad budget stood at around Rs 75 crore. The festive season alone reportedly saw SnapDeal spend around Rs 100 crore on ads, though exact figures are not known.
According to TechCircle.in, the top five e-commerce advertising spenders in 2014 were:
Industry experts foresee further intensification in the advertising wars amongst the e-commerce players in 2015, which augers well for growth in ad spend. Whether these ad spends will match or even exceed the spends of 2014 is worth watching out for.