This document provides an overview of the out-of-home (OOH) media advertising sector in India. It discusses the industry's 7% growth in 2016, with spending accounting for 5.4% of the total advertising market. Billboard advertising continues to dominate while street furniture is declining. Emerging areas fueling growth include e-commerce, automotive, and telecom advertising. The value chain includes site owners, OOH media companies, agencies, and advertisers. Challenges include a lack of measurement metrics and fragmentation. Future opportunities exist in infrastructure development and the adoption of digital and LED displays. Key concepts covered are digital OOH, printed OOH, media fragmentation, and occupancy rates.

1. OVERVIEW OF MEDIA BUSINESS
ENVIRONMENT IN 'OOH’ SECTOR.
Made by : Sagar Jaiswal, MBA (Media and Communication)/1st yr
College : Ajeenkya D.Y. Patil University, Pune

2. INTRODUCTION
 Out-of-home Media Advertising that reaches
the consumers while they are outside their
homes.
 Focus on the consumers when they are ‘on
the go’, in transit, waiting or in the
commercial places.
 These OOH media companies range from
public, multinational media corporations to
small, independent, family-owned
businesses.

7. INDUSTRY PERFORMANCE OF OOH
 Growth of 7% in 2016 over 2015.
 Growth is driven by automobile and telecom,
Performance boost by e-commerce and m-
commerce.
 Spend : 5.4% of total advertising pie.
 Billboard continued to dominate, street
furniture decline, ambient & transit are new
area to spend.

8. OTHER SPENDING
 The new metro lines, malls, corporate parks,
world class airports has given boost to OOH
advertising.
 Occupancy of different brands.
 The actual growth story was scripted by e-
commerce, automobile and telecom.
 City-wise spends.

9. PRESENT TRENDS
 Technological trends in outdoor advertising
are:
 A) Interactive advertising.
B) Precision targeting with data analytics.

10. CHALLENGES OF THE INDUSTRY
 Lack of measurement metrics.
 Fragmentation.
 Slow adoption of technology (digital
OOH).

11. FUTURE OUTLOOK
 Development in infrastructure.
 Reduced costs of LED screens.
 GOI and AAI Plans.

12. CONTENT CREATION
 Contribution of information to any media and
most especially to digital media for an end-
user/audience .
 Expressed through medium.
 Typical form of content creation.
 Content creators: News organizations,
Colleges, universities , Companies, Artists
and writers Users, Teen Users
 Issues.

13. VALUE CHAIN IN ‘OOH’ SECTOR
 The Site Owner
 The OOH media company
 The OOH Agency
 The Advertiser

14. CONTENT DISTRIBUTION
 Billboard advertising.
 Point of sale displays.
 Street furniture (bus shelters, kiosks, telephone
booths etc).
 Transit advertising (taxis, buses, subways,
trains etc).
 Alternatives (stadium, gas pump, rest areas).
 Ambient advertising.

15. TIMELINE OF SPACE IN INDIA :
 Archaeologists have found evidence of outdoor
advertising dating back to 3000 BC. One of the first
known methods of advertising was the outdoor
display.
 Thousands of years ago, the Egyptians employed tall
stone obelisks to publicize laws and treaties. While
modes of advertising have changed over the
centuries, OOH advertising is still a relevant form of

16. TOP COMPANIES IN INDIA
 Global Advertisers TDI International
India
 Ajit Ads OOH India
 Network2Media Exchange4Media
 Madison India Laqshya Media
Group
 Kartik Group

17. MEDIA VETERANS IN INDIA
 Atul Shrivastav,
CEO, Laqshya Media
Group.
 Soumitra Bhattacharya,
CEO, Madison OOH

18. BUSINESS AND REVENUE MODELS
 A) The Site Owner :
 Sources of revenues : Advertising, rental,
rental plus advertising.
 Costs: Capital costs, taxes, license and
others, overheads.
 B) The OOH media company :
 Sources of revenues and costs similar to
site owners.

19.  C) The OOH Agency : New to Indian market.
Figure out the role of outdoor in a campaign
on basis of marketing objectives.
 They plan and buy OOH media on behalf of
clients.
 Sources of revenue : They are paid 1-2 %
of the total spends.
 D) The Advertiser :
 Sources of revenue : Numbers of
customer.
 Costs : Pay the rent either to site owner

20. KEY CONCEPTS :
 Digital out-of-home.
 Printed out-of-home.
 Media fragmentation.
 Street furniture.
 Occupancy .

21. SUCCESS STORY
 'LAQSHYA MEDIA GROUP‘.
 Founded in 1997, as Pvt. Company.
 Deals in OOH media solution, activation, and
advertising.
 Emphasis on Innovation and Technology.
 Reach .

22. BIBLIOGRAPHY
 Refer to 'The Indian Media Business' by
Vanita Kohli- Khandekar, 4th edition.
 Refer to FICCI- KPMG frame report of
2016,2015 & 2014.
 Refer to various articles, clipping and videos for
OOH media.
 Official website of advertising firms .
 Case study on ‘Laqshya media group’.
 www.google.com.

23. THANK YOU!!!!!!
Name: Sagar Jaiswal
Batch: MBA(M&C), Ist year