India Out of Home (OOH) Advertising Market Outlook to 2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media

India Out of Home (OOH) Advertising Market Outlook to 2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media

  • February 2017 •
  • 125 pages •
  • Report ID: 4950111 •
  • Format: PDF
Executive Summary
The report titled “India Out of Home (OOH) Advertising Market Outlook to FY’2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media” provides a comprehensive analysis of OOH advertising market in India. The report focuses on overall market size for lease and renting of OOH advertising space. Market is segmented based on product type (Physical and Digital) and sub segmented by type of media vehicle (billboard, gantries, transit and others), by target locations (road side environment, transit, street furniture and others) and by sectors. The report also covers the competitive landscape of major players in India for OOH advertising market, regulations/ compliance governing OOH advertising, SWOT analysis and Porter 5 forces analysis. The report concludes with market projection for future and analyst recommendation highlighting the major opportunities and threats.

India Out of Home (OOH) Advertising Market
OOH advertising in India is no more restricted to billboards, the new media options such as street furniture, transit media, mall kiosks, and digital media have evolved to present advertisers a variety of options to choose from. Growth in the first half of analysis period (FY’2011-FY’2014) was mainly driven by improvement of technologies in transit media advertising and airport advertising which are high traffic volume areas with potential consumers. Lower growth in terms on spending on OOH advertising was accounted for by reduced economic growth and high inflation in country where consumer confidence was low. In the second half of the analysis period (FY’2015-FY’2016) the market was largely driven by demand from Ecommerce companies and banking sector. Government also became the major contributor to the OOH advertising industry. Significant improvement was registered in mass transit OOH advertising such as train wrap has further helped in boosting the revenue in the period. The key participants involved in India OOH Industry are advertisers, media agencies, specialist buyers, outdoor media owners, and outdoor site owners.

India Out of Home (OOH) Advertising Market Segmentation
Physical OOH advertising has remained the dominant segment in India OOH advertising industry. Traditional methods such as billboards, gantries, and other roadside advertisement still dominate the market in physical OOH advertising. New innovative methods such as train wraps, street furniture are fast gaining prominence in physical OOH market with strong growth rate. Physical OOH has remained major source for promoting products and services when general public has to be reached at large. The market segment for physical OOH was largely dominated by billboards followed by transit media and gantries in FY’2016.

Reduced price, weight, and thickness of flat panel display have led the advertisers to choose digital mode as they can display multiple ads and can be customized as per changing consumer pattern. It has become a very vital source for reaching people in metros, airports, malls and other location where safety of the digital display equipments can be guaranteed from public and nature. Reduced power consumption and availability of power source is the other factor promoting the advancement of digital infrastructure in OOH advertising. Transit media continue to remain the dominant segment in digital OOH market advertising. Other sector which showed significant growth include hospitality centers, health and personality, cinemas, retail outlets and other location of public access.

Competitive Scenario in India OOH Advertising Market
OOH industry in India is fragmented market though majorly dominated by few large players but has a presence of large number of small players. Laqshya media leads the market followed by Times OOH and Pioneer publicity. There many small players with marginal market share. Market is dominated by regional players in each region. No company has Pan India dominance but few companies have expanded their business to many states but their share in market at those locations is still minimal. The top seven players have more than ~% market share and the remaining market is occupied by many small players. These small players either specialize in particular location or in particular type of OOH medium such as EG communication which is a large player but has presence in transit media at DMRC only. Large international players such as JC Decaux have operations in major metro cities at organized spaces such as street furniture, airports, and metros.

Future Outlook
FIFA U-17 world cup, general election in 2019, Promotion of 4G services, auction of unconventional locations by government for OOH advertising, disinvestment from government, launch of new payment banks and other services to promote social welfare such as promote financial inclusion will be other major factor promoting the sale of OOH advertising space.

Key Topics Covered in the Report
Global Out of Home (OOH) Advertising Market Overview and Size
India Advertising Industry Introduction
India OOH Advertising Industry market Structure
India OOH Advertising Market Segmentation by Type, By Sectors
Rules and Regulations governing India OOH Advertising Industry
Introduction and Market Size for Physical OOH Market in India, Pricing, Market Segmentation by type of Media Vehicle, Target Location, By Sectors, Trends & Developments and Future Outlook.
Introduction and Market Size for Digital OOH Market in India, Pricing, Market Segmentation by type of Media Vehicle, Target Location, By Sectors, Trends & Developments and Future Outlook
Segment Wise major players in India OOH market.
Competitive landscape of major players in India OOH market.
SWOT Analysis.
Porter 5 forces analysis.
Mergers and Acquisitions
Tendering Process in procuring government owned sites for OOH advertising.
Trends and Developments.
Future projections and recommendation.