Out-of-home (OOH) advertising, this new digital audio-visual medium, rides on two fundamental growth trends :
The impending explosion of large format real estate across commercial, retail and leisure spaces, resulting in a large congregation of
high value consumers in select Tier-1 and Tier-2 towns.
The increase in communication spends in India and the exponential increase in the advertisers' need to create consumer connect with
SEC A consumers in these cities
OOH Media is the frontrunner of a true convergence medium, where there is a marriage of Outdoor, T.V., Internet and Mobile at some stage. We’ll reach out to the consumer at locations where he or she is. OOH is a premium medium that will reach out to the SEC A consumers, with whom advertisers find it impossible to communicate on a sustained basis.
The consumer connect that this medium offers is unmatched by any other media. This new medium is about creating new primetime — through the day. Moreover, it ensures that the ads shown by advertisers are seen by relevant people.
The idea is to attract and communicate with the consumer at different times of the day while he is involved in different activities; be it work, shop or play.
We are really fortunate as a company to have 3i as an investor, given their understanding of this medium, and equally privileged to have Focus Media — the world leader in this space — as our strategic partner.
