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2015 - An Overwhelming Year for OOH Industry

11, January, 2016

Bhawana Anand, New Delhi

2015 has been the most successful year for the OOH industry in the past 5 years or more. The year witnessed some glitches at the legal front, however the positive developments such as good business, healthy returns, new category arrival, fresh advertising avenues and so on & so forth, surely gave the reason to the OOH industry and its concessionaires to celebrate. The industry also boosted to put their best foot forward and achieve new milestones. Therefore, to pen down the encouraging notes of 2015, Bhawana Anand from allaboutoutdoor caught up with several Outdoorians to understand their perceptive on the year gone by.

"Impressive Hike"
Atul Shrivastav, CEO, Laqshya Media Group

2015 has been a good year. As per our estimate, Outdoor Advertising ad revenues have grown by 10-12% in the first half of 2015 over the corresponding period of 2014. It’s been growth driven by new categories and has definitely added to the OOH performance.

"DOOH Worked"
Rajneesh Rawat, MD, Origins Advertising Private LTD

“For us, business wise 2015 has been one of the greatest one, with the launch of Digital OOH network we were able to achieve almost 100% growth year after year. Overall, I believe the industry has done moderate. For us Digital OOH was greatly in demand. Also billboards and other traditional media had done reasonably well. Our occupancy was roughly 90% on Digital OOH and well over 75% on traditional OOH.”

"Traditional Continued its Charm"
Deepak Vasudeva, Director, Pioneer Publicity India

The traditional media such as Billboards, Unipolesetc are always more in demand compared to the other formats. Though every format which is good and innovative gets equal hype but still I guess traditional media remains always in demand. We have venturedinto new cities; have also acquired new contracts in cities like Pune, Bhopal, Bangalore and Gurgaon.

"Fluctuations came & Gone"
Junaid Shaikh, MD, Roshan Space

There were noticeable fluctuations in the economy, top spenders in OOH industry – real estate, telecom and financials were on the back foot at the same time. E-commerce and automobile ruled the roost with new launches as compared to the other categories. FMCG and consumer durables were dynamic. On the whole the industry was stable and posted a modest growth figure. On our individual front we were able to achieve 94% occupancy on all our sites in the month of October 2015, which is indeed a challenging feat.

"Ambient got Recognition"
Anuj Bhandari, CEO, Group AAO

2015 year has been a substantial year especially for ambient media. We saw a sense of acceptance towards ambient media from the industry as it started becoming a part of media plans. Salt OOH did quite well in terms of business, especially during the festive season i.e. from September till December we saw both healthy growth and a good demand.

"IOAA seems Hopeful"
Atin Gupta, CEO & Founder, Atin Advertising & Promotions

The formation of the IOAA and the steps taken by them seems promising. It will probably take some more time but I am confident that the association will be strong enough which will cause huge gains for the OOH industry.

"Spends Fuelled"
Soumitra Bhattacharya, CEO, Madison OOH

Yes, of course, categories increased spends manifold and thus in spite of lesser number of political campaigns this year we still had growth numbers in 2015 only because of higher spends by clients especially Honda, Hyundai, Maruti Suzuki, Quikr, Cadbury, PN Gadgil&Co., KoltePatil Developers, Muthoot, Finance, Seagrams, Toyota, Samsung, KarurVysya bank, UBI, Apollo Hospitals, Asian Paints, Hitachi, Fiama Di Wills etc who beefed up spends in 2015.

So this was about the 2015 year which ended on a progressive note; watch this space to know how 2016 is going to turn out as we speak to the Gurus of OOH industry. Happy New Year!

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