Ahead of polls, outdoor ads to get ₹400 crore
NEW DELHI: Political parties are expected to spend as much as ₹400 crore on outdoor advertising ahead of general elections due by May, according to media buyers.
Outdoor advertising continues to remain a crucial medium for parties to connect with voters despite the growing popularity of digital and social media platforms.
“Outdoor has specific nuances which is physical and locational in nature. It cannot be switched off, skipped or blocked. It is this physical presence, that makes it the most transparent of mediums,” said Sujit Banerjee, director and chief executive of Ecosys, a specialist outdoor agency under Publicis Media.
Outdoor ads are expected to feature political leaders with contextual conversations and a display of their achievements. “We will witness bulletin boards kind of contextual conversations in outdoor which will be heavy on text, often filled with slander and negative conversation about competition,” said Banerjee.
Apart from general elections, outdoor advertising is expected to take centre stage this year owing to events such as the ICC Cricket World Cup. “The overall out-of-home segment is poised for disruptive growth in the next 8-12 months. Events such as general elections, big sporting events such as Indian Premier League and ICC Cricket World Cup followed by assembly elections in a few big states will help drive its usage,” said Fabian Cowan, director of Posterscope India, a Dentsu Aegis Networkowned outdoor agency.