Innovation and New Product Development Case Study

OOH Advertising in India: Sustaining Growth Through Innovation

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Abstract:
InThe outdoor or out of home (OOH) advertising traditionally limited to billboards now encompass signages, street furniture (like bus shelters), displays and LCD screens in and around retail outlets and malls, transit media like airports, railway stations etc. With growing consumerism and mobility and technical advancement, OOH advertising has come of age and is growing. Many domestic as well as international media companies want to tap into this new form of business. The case throws light on the growth of OOH advertising in India over the years by focusing on the innovations. By 2010, the Indian OOH market is estimated to grow to INR21.50 billion growing at 17% per annum. By 2012, PricewaterhouseCoopers expects the industry to be worth INR24 billion. Despite the projected growth in the near future, the OOH industry largely remains fragmented and unorganised in India. With no effective government regulations in place it remains to be seen whether OOH advertising will be able to survive in a competitive market dominated by both traditional and other non-traditional advertising mediums.

Pedagogical Objectives:

• The origin and growth of OOH advertising in India.
• The factors which give OOH advertising an edge over other mediums
• The innovations in OOH advertising.
• The constraints faced by the OOH media in the current advertising scenario.

Keywords :  Advertising, Out of home, Outdoor, Street furniture, Innovation, Technology, Billboards, Mobile advertising, Times OOH, News Corporation, LED screens