Meerut-Ghaziabad, traditionally known for SMEs along with the numerous industrial clusters, has witnessed a steady face-lift in real estate, FMCG and hospitality in the last few years. The changing scenario has brought in opportunities for outdoor advertising agencies showcasing king-size billboards and hoardings.
"It is a highly evolving market for Out-of-Home or OOH media as the impact of outdoor advertising in this region is much more effective than any newspaper and magazine advertising," says Vikramaditya Jetly, director, Ad Shaastra Advertising based in Indrapuram, Ghaziabad.
Explaining the advantages of outdoor advertising over traditional, he further says, "OOH media ensures maximum exposure for 24 hours and in terms of costing too it comes out to be nearly the cheapest, as it reaches out to more people per ad spent." Launched in 2009, the agency has been in outdoor advertising for over three year now. "As a company, we have been more active in Ghaziabad and Noida markets which contribute nearly 70 per cent of our market and outdoor media covers over 40 per cent of our business," emphasises Mr. Jetly.
"Billboards, pole kiosks and bus shelters are the major and popular media formats used for OOH and with the mentioned benefits, most of the real estate companies and businesses like FMCG, IT, fashion & lifestyle based in NCR rely on OOH. The popular areas are Meerut By-pass, NH-24 and Noida Extn," adds Mr. Jetly.
Supporting the growing popularity of OOH media into the mainstream advertising, Sunder Hemrajani, managing director, Times Innovative Media, based in Noida says, "It has made in-roads into mainstream category of advertising for brands since the last 10 years as advertisers have started to recognize its importance."
On the emergence of the Meerut-Ghaziabad market, Mr. Hemrajani reasoned, "The advertiser's focus is shifting from cluttered Delhi-NCR to extended regions due to a rise in the people profile in Ghaziabad-Meerut."
In north India the major assets of Times OOH Company are DND flyway, Meerut By-pass, shopping centers in Vaishali-Vasundhara, Delhi metro and Airports. The clientele includes Automobiles, Consumer Durables, fashion & Lifestyle and Tourism industry.
Another prominent player is Ghaziabad based Midas Media networks that have been in this industry for nearly a decade now. "Today OOH media occupies 40 per cent of the advertiser's budget and is likely to grow further. In last four to five years, realty, hospitality and education have become the predominant clients," says Nagesh Mishra, proprietor, Midas Media Networks.
Source:economictimes.indiatimes.com
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