Saif Sayed, New Delhi
The year 2015 has seen new brands from different categories toping charts with their Tr(sp)ends in Outdoor Advertising in India. Pioneers in OOH Third Party Monitoring for nearly two decades, providing the best monitoring solutions & reporting formats, Time Outdoor Monitoring has utilized data to generate a report on the top OOH spenders in 2015.
In Out of Home Industry big brands play a major role in showcasing their power of advertising in terms of expenditure and huge billboard advertising. OOH being traditional media for promoting brands, is a proven platform to reach out to their target audience. And with new entrants like Housing.com topping the charts by replacing bigger brands like Vodafone, the year 2015 has indeed seen an interesting change of events in terms of expenditure & OOH space as compared to the year 2014.
Following is the analysis of Top 10 Brands in 40 Cities PAN India for the year 2015, as per their OOH spends and space acquired.
40 Cities - Top 10 Brands - Ranking in Spends & Sqft:
*Note - The data does not cover Transit Media, Airport, Malls, Inside Railways stations and Kiosks. Rates are indicative figure, subject to negotiation.
One of the successful start-ups Housing.com had a great run in 2015, with big funds raised through its investors, it did not leave any stone unturned in promoting themselves through OOH medium. The brand strategically equipped OOH medium to create brand awareness. It rolled out OOH campaign on a massive scale for which it ranked in the first place with spends of Rs.33.01 Crores, i.e. 14% of the total spends of Rs.235.76 Crores incurred by top 10 brands. Followed by Aakash Institute with Rs.29.29 Crores, i.e. 12.42% and Amazon with Rs.27.84 Crores, i.e. 11.81%.
Housing.com claimed top spot in 2015 beating Vodafone which ranked number one in 2014. Vodafone did not find a single spot in the top 10 list of 2015. Aakash Institute holding its second spot firmly in both the years. While in third position E-Commerce Giant Amazon replaced OLX, Kalyan Jewellers, Bhima Jewellers, Tanishq Jewellers and Malabar Gold Jewellers from Jewellery Category and Flipkart and Quikr from E-Commerce Category made it to list of top 10 spenders in OOH in 2015.
Brands like OLX, Airtel, Idea, Big Bazaar and SBI Home Loan which were in Top 10 List of 2014 did not make it to the list of top 10 brands of 2015.
In terms of Space acquisition, Housing.com covered maximum space PAN India. It covered 15,54,397 Square Feet, i.e. 17.08% of the total space of 91,02,276 Square Feet covered by top 10 Brands. Two online shopping giants Amazon and Flipkart followed in at second and third position respectively.
In 2014, Vodafone, Tanishq Jewellery and Big Bazaar which were listed in the top three positions for maximum space, got replaced by Housing.com, Amazon and Flipkart in 2015.
Vodafone, OLX, Idea, Big Bazaar and SBI Home Loan which were in top 10 brands list in 2014 did not make to the list in 2015.
The Chart below states the analysis of Top 10 Brands in Top 10 Cities across India for the year 2015, as per their OOH spends and space acquired.
Top 10 Cities - Top 10 Brands - Ranking in Spends & Sqft:
*Note - The above Top 10 cities include Mumbai, Delhi+NCR, Kolkata, Bangalore, Hyderabad, Chennai, Pune, Ahmedabad, Kochi & Lucknow.
The data does not cover Transit Medias, Airport, Malls, Inside Railways stations and Kiosks. Rates are indicative figure, subject to negotiation.
Top 10 cities are taken into account, as in these cities brands focus on their maximum exposure. It includes all major Metros and Tier 1 cities in India. In these cities, brands have nearly 90% of their total spends utilized.
Clearly Housing.com had maximum spends among others with Rs.32.72 Crores, i.e. 18.56% of the total spends of Rs.176.3 Crores incurred by top 10 brands. In this list Amazon has taken second spot with Rs.24.56 Crores, i.e. 13.93% followed by Quikr at third place with Rs.18.65 Crores, i.e. 10.58%.
In terms of space acquisition in top 10 Cities, Housing.com and Amazon lead the list claiming top two spots. Quikr beat Flipkart and claimed third spot accordingly.
OLX, Vodafone, Tanishq Jewellery, Marvel Realty, SBI home loan and Big Bazaar which were seen in top 10 spots in 2014 did not feature in the 2015 list.
It was a win-win situation for all the media owners and agencies due to huge advertising spends in OOH and brands receiving good ROI's for their endeavour in 2015. In coming years, with increasing competition amongst brands to grab eye balls. OOH media will be a force to be reckoned with for delivering high impact.