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India OOH Advertising Industry Outlook to 2019 – Digital OOH and Transit Media to Steer the Growth

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India OOH Advertising Industry Outlook to 2019 – Digital OOH and Transit Media to Steer the Growth‘ provides a comprehensive analysis of market performance in past and expected trends to be followed in the future. The publication discusses market size, which is further segmented on the basis of Physical and Digital ad space; by places used such as Billboards, Transit Displays and Street furniture; by sectors such as FMCG, Auto, Media & Entertainment, Telecom, and Financial Services. The report entails the market share analysis and company profiles of major players and a list of major 40 advertising agencies in the OOH advertising industry. The report also provides the major trends and developments which are driving the growth of the OOH market in India over the last few years. Future outlook of this market in the country has been provided on the basis of revenue and along with effects on the macroeconomic factors.
OOH advertising in India has been one of the fastest-growing segments in the advertising space which represents a high potential for advertisers with a largely young, working and informed population driving the spending on OOH media by the brand owners. Spending on OOH advertising industry in the region attained a mark of INR ~ million in FY’2014, representing at a CAGR of 4.8% during FY’2008-FY’2014. The growth has largely been driven by increased spending by sectors such as FMCG, media and entertainment and automotive. These sectors have seen a significant high top of the mind recall among a large population base of youngsters who spend a significant proportion of their time outdoors and are the main audience for their advertisements.
The physical OOH advertising market is comprised of segments such as media vehicles used and locations (street furniture, transit displays, and streets) which are targeted by the advertisers. In the media vehicles for the physical OOH industry, the market share of billboards was registered to be the highest, commanding more than ~% of the market space in terms of revenue in FY’2014.
Digital OOH ad space has a small share in the OOH market but this has been the fastest-growing segment and has established a strong foothold as reflected by its growing market share observed over the last few years. The digital segment commanded the second position at a CAGR of ~%.
The OOH industry is a highly fragmented industry with an unorganized segment dominating the market while the organized players have strategically increased their market share by providing advertisers with a wide range of customized solutions. Some of the major organized players leading the market include Selvel One Group, BIG Street, Times OOH, TDI and others.
The overall OOH advertising industry would witness a remarkable growth in the coming years. However, the industry would continue to constitute a small proportion of the overall media industry. A growing number of malls, rise in infrastructure, innovation and technological progress and an increasing number of people who spend time outdoor would drive the growth of India OOH advertising spending. The OOH advertising spending in India is anticipated to grow at a high CAGR and will reach a market size of INR~ million in 2019. Though the largest contributing sector would continue to be physical OOH, its contribution would decline to ~% in 2019 as digital OOH will witness a high growth trajectory.

Key Topics Covered in the Report:

  • Market Size of the India OOH Advertising Industry by total spending, FY’2008-FY’2014.
  • Market Segmentation of the India OOH Advertising Industry by Different Types of Ad Space, FY’2008-FY’2014.
  • Market Segmentation of India OOH Advertising on the Basis of Sector Contribution, FMCG, M&E, Auto, Telecom, Financial Services and Others, FY’2008-FY’2014.
  • The India OOH Advertising Industry Government Regulations.
  • Market Share of Major Players in the India OOH Advertising Industry, FY’2014
  • List of Major 40 Advertising Agencies, their founding year, specialties, employee size, and headquarters
  • Trends and Developments of the India OOH Advertising Industry.
  • Profiles of Major Players Operating in OOH Advertising Market in India.
  • Future Outlook and Projections of the India OOH Advertising Industry on the basis of spending, FY’2015 – FY’2019.
  • Macro-economic and industry-level factors affecting the OOH advertising market

Table of Contents

  1. Executive Summary

India Advertising Industry Overview

India Out of Home Advertising Market Introduction

Contribution of Major sectors in OOH Advertising Market

Regulatory Norms in India OOH Advertising

Physical OOH Advertising

Digital OOH advertising

Major Players in India OOH industry

Mergers and Acquisitions

Future Outlook

  1. Research Methodology

2.1.      Market Definitions

2.2.      Abbreviations

2.1.      Market Size and Modeling

Consolidated Research Approach

Market Sizing – India OOH Advertising Market

Limitations

Variables (Dependent and Independent)

Multi-Factor Based Sensitivity Model

Final Conclusion

  1. Global Out of Home (OOH) Advertising Market Overview and Size, 2011-2016
  2. India Advertising Industry Introduction

4.1.      India Advertising Industry Segmentation by Print, TV, Online, OOH and Radio, FY’2011 – FY’2016

4.2.      India Out of Home (OOH) Advertising Market Scenario

  1. India OOH Advertising Industry

5.1.      India OOH Advertising Industry Market Structure

5.2.      India OOH Advertising Industry Market Size by Advertising Spending, FY’2011 – FY’2016

  1. India OOH Advertising Market Segmentation

6.1.      Physical and Digital Space

6.2.      By Sectors (BFSI, Ecommerce, Government, FMCG & FMCD, Telecom, Real estate, Automobiles, Media& Entertainment and Others)

  1. Rules and Regulations governing India OOH Advertising Industry

Haryana

Delhi

Mumbai

Bengaluru

Kolkata

7.1.      Safety Instructions

  1. Physical OOH Advertising

8.1.      Introduction and Market Size for Physical OOH Market in India FY’2011-FY’2016

8.2.      Pricing of Physical OOH Ad Space

8.3.      Physical OOH Advertising Market Segmentation

8.3.1.   By Type of Media Vehicle

8.3.2.   By Target Location

8.3.3.   By Sectors

8.4.      Physical OOH Market Trends in India

Improvement in Infrastructure is Driving the Growth

creativity and Innovation in OOH advertising

Transformation in Business model

Growing Demand for Transit MEDIA OOH Advertising

8.5.      India Physical OOH advertisement Market Future Projections, FY’2017 – FY’2021

  1. Digital OOH Advertising

9.1.      Introduction and Market Size for Digital OOH Market in India FY’2011-FY’2016

9.2.      Pricing of Digital OOH AD Space

9.3.      Digital OOH Market Segmentation

9.3.1.   By Places

9.3.2.   By Type of Medium

9.3.3.   By Sector

9.4.      Digital OOH market Trends in India

Improvement in Infrastructure is Driving the Growth

Digital OOH has led to creativity and Innovation in OOH advertising

Interactive advertising

9.5.      India Digital OOH advertisements Market Future Projections

  1. Segment Wise Market Share of Major Companies in OOH Advertising

10.1.    Traditional Asset Owners

10.2.    Mall Asset Owners

10.3.    Airport Asset Owners

10.4.    Cab Asset Owners

10.5.    Inflight Asset Owners

10.6.    Gym Asset Owners

10.7.    Transit Media Asset Owners

  1. Competitive Landscape of Major Players

11.1.    Times OOH

11.2.    Pioneer Publicity Corporation Pvt Ltd

11.3.    TDI

11.4.    J.C.Decaux

11.5.    Bright Outdoor Media Pvt Limited

11.6.    Laqshya Media Pvt Limited

11.7.    EG Communications

  1. Growth in Tier 2 and Tier 3 Cities

Less Clutter

Relative Cost of Media

Unexplored Markets

Infrastructure Development

  1. SWOT Analysis
  2. Porter 5 Forces Analysis

The threat of New Entrants (HIGH)

Bargaining Power of Suppliers (Low)

Bargaining Power of Buyers (High)

The threat of Substitutes (High)

Rivalry among Existing Firms (High)

  1. Tendering Process in Procuring Government-Owned Sites for OOH Advertisement

15.1.    Decision Making Process

  1. Mergers and Acquisitions
  2. India OOH Advertising Industry Future Projections, FY’2017 – FY’2021
  3. Macroeconomic and Industry factors

18.1.    Total Population FY’2011-FY’2021

18.2.    Private Final Consumption Expenditure, FY’2011-FY’2021

18.3.    FDI In Information & Broadcasting, FY’2011-FY’2021

18.4.    Air Passenger Traffic Volume, FY’2011-FY’2021

18.5.    Media and Entertainment industry Size, FY’2011-FY’2021

  1. Analyst Recommendations

Disclaimer

Disclaimer

Contact Us

List of Figures

Figure 1‑1: Industry Structure of India Out of Home (OOH) Advertising Market

Figure 3‑1: Global OOH Advertising Market Size on the Basis of Revenue in INR Billion, CY’2011-CY’2016

Figure 4‑1: India Advertising Market Share (Print, TV, Digital Advertising, OOH, Radio) Share on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Figure 6‑1: India OOH Advertising Industry Market Segmentation (Digital and Physical) on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Figure 6‑2: India OOH Advertising Market Segmentation by Major Sectors (BFSI, Ecommerce, Government, FMCG, Telecom, Real estate, Automobiles, and Others) on the Basis of Revenue in INR Billion, FY’2016

Figure 6‑3: India OOH Advertising Market Segmentation by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY’2014

Figure 6‑4: India OOH Advertising Market Segmentation by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY’2011

Figure 8‑1: India Physical OOH Advertising Market Size on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Figure 8‑2: India Physical OOH Advertising Market Segmentation by Type of Media Vehicle (Billboards, Transit, Gantries, and Others) on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Figure 8‑3: India Physical OOH Advertising Market Segmentation (Roadside Environment, Transit, Street Furniture, and Others) by Target Location on The basis of Revenue in INR Billion, FY’2016

Figure 8‑4: India Physical OOH Advertising Market Segmentation (BFSI, Ecommerce, Government, FMCG, Telecom, Real Estate, and Others) by Sectors on the Basis of Revenue in INR Billion, FY’2016

Figure 8‑5: India Physical Out of Home (OOH) Advertising Market Future Projections on the Basis of Expected Revenue in Terms of INR Billion, FY’2017-FY’2021

Figure 8‑6: India Physical OOH Advertising Expected Market Share on the Basis of Revenue in INR Billion, FY’2021

Figure 9‑1: India Digital OOH Advertising Market Size Based on Revenue in INR Million and Rationale, FY’2011-FY’2016

Figure 9‑2: India Digital OOH Market Share by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million, FY’2011-FY’2016

Figure 9‑3: India Digital OOH Advertising Market Share by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY’2011-FY’2016

Figure 9‑4: India Digital OOH Advertising Market Share by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million, FY’2016

Figure 9‑5: India Digital Out of Home (OOH) Advertising Market Future Projections on the Basis of Revenue in terms of INR Million, FY’2017-FY’2021

Figure 9‑6: India Digital OOH Advertising Expected Market Share on the Basis of Revenue in INR Billion, FY’2021

Figure 11‑1: Competitive Landscape of Times OOH Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Advertising Innovation, Major Clients Contact Details

Figure 11‑2: Times OOH Revenue from OOH Advertising in INR Million, FY’2011-FY’2016

Figure 11‑3: Competitive Landscape of Pioneer Publicity Corporation Pvt. Ltd. Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Advertising Innovation, Major Cities, Major Clients

Figure 11‑4: Pioneer Publicity Revenue from OOH Advertising in India OOH Advertising Market, FY’2011-FY’2016

Figure 11‑5: Competitive Landscape of TDI Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Operational Segment, Major Cities, and Major Clients

Figure 11‑6: TDI India Revenue from OOH Advertising in India OOH Advertising Market, FY’2011-FY’2016

Figure 11‑7: Competitive Landscape of JC Decaux Including Company Overview, USP, Business Strategy, Revenue Split, Operational Segment, Major Cities, Major Clients

Figure 11‑8: JC Decaux India Revenue from OOH Advertising in INR Million, FY’2011-FY’2016

Figure 11‑9: Competitive Landscape of Bright Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.

Figure 11‑10: Bright Outdoor Media Pvt. Ltd. Revenue from OOH Advertising in INR Million, FY’2011-FY’2016

Figure 11‑11: Competitive Landscape of Laqshya Media Pvt. Ltd. Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.

Figure 11‑12: Laqshya Media Pvt. Ltd. Revenue from OOH Advertising in INR Million, FY’2011-FY’2016

Figure 11‑13: Competitive Landscape of EG Communication Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.

Figure 11‑14: EG Communications Revenue from OOH Advertising in India OOH Advertising Market, FY’2011-FY’2016

Figure 17‑1: India Out of Home (OOH) Advertising Market Future Outlook on the Basis of Revenue in terms of INR Billion, FY’2017-FY’2021

Figure 18‑1: Total Population of India in Billion and Projected Growth, FY2011- FY’2021

Figure 18‑2: Private Final Consumption Expenditure in India in INR Billion, FY2011- FY’2021

Figure 18‑3: Foreign Direct Investment (FDI) in Information and Broadcasting Sector in INR Billion, FY2011- FY’2021

Figure 18‑4: Air Passenger Traffic Volume in India (Domestic and International) in Million, FY2011- FY’2021

Figure 18‑5: India Media and Entertainment Industry Size by Revenue in INR Billion, FY2011- FY’2021

List of Tables

Table 2‑1: List of Tier 1, Tier 2, and Tier 3 Cities in India, 2016

Table 2‑2: Correlation Matrix for India OOH Advertising Market

Table 2‑3: Regression Coefficients Output for India OOH Advertising Market

Table 4‑1: India Advertising Market Segmentation (Print, TV, Online, OOH, and Radio) on the Basis of Revenue in INR Billion and Rationale, FY’2011-FY’2016

Table 4‑2: India Advertising Market Segmentation (Print, TV, Digital Advertising, OOH, and Radio) on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Table 5‑1: India OOH Advertising Industry Market Size on the Basis of Revenue in INR Billion and Rationale, FY’2011-FY’2016

Table 5‑2: India OOH Advertising Industry Market Size By Advertising Spending in INR Billion and Rationale, FY’2011-FY’2016

Table 6‑1: India OOH Advertising Industry Market Segmentation (Physical and Digital) on the Basis of Revenue in INR Billion and Rationale, FY’2011-FY’2016

Table 6‑2: India OOH Advertising Industry Market Size (Digital, Physical) on the Basis of Revenue in INR Billion, FY’2011-FY’2016

Table 6‑3: India OOH Advertising Market Segmentation by Major Sectors (BFSI, Ecommerce, Government, FMCG & FMCD, Telecom, Real estate, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion and Rationale, FY’2011 & FY’2016

Table 6‑4: India OOH Advertising Market by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY’2016

Table 7‑1: Schedule of Taxes, Fees, and Charges for Outdoor Advertising as per Kolkata Municipal Corporation, FY’2016-2017

Table 8‑1: Market Size for Physical OOH Advertising Based on Revenue in INR Billion and Rationale, FY’2011-FY’2016

Table 8‑2: Monthly Rental and Description for OOH Advertising Media at Some Major Location in India, FY’2017

Table 8‑3: India Physical OOH Advertising Market Segmentation by Type of Media Vehicle (Billboards, Gantries, Transit and Others) on the Basis of Revenue in INR Billion and Rationale, FY’2011-FY’2016

Table 8‑4: India Physical OOH Advertising Market Segmentation (Roadside Environment, Transit, Street Furniture, and Others) by Target Location on The basis of Revenue in INR Billion and Rationale, FY’2016

Table 8‑5: India Physical OOH Advertising Market Segmentation by Sectors (BFSI, Ecommerce, Government, FMCG, Telecom, Real Estate and Others) on The Basis of Revenue in INR Billion, FY’2016

Table 8‑6: Number of Flyovers and Over bridges in Major Indian Cities as of January 2017

Table 8‑7: India Physical Out of Home (OOH) Advertising Market Future Outlook and Rationale on the Basis of Revenue in INR Billion and Rationale, FY’2017-FY’2021

Table 8‑8: India Physical OOH Advertising Segmentation (Billboard, Gantries, Transit, Others) on the Basis of Revenue in INR Billion and Rationale, FY’2021

Table 8‑9: Some Major Projects in Developing City Infrastructures in India

Table 9‑1: India Digital OOH Advertising Market Size on the Basis of Revenue in INR Million, FY’2011-FY’2016

Table 9‑2: Monthly Rental and Description for OOH Advertising Media at Some Major Location in India, FY’2017

Table 9‑3: India Digital OOH Market Segmentation by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million and Rationale, FY’2011-FY’2016

Table 9‑4: India Digital OOH Market Size by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million, FY’2011-FY’2016

Table 9‑5: India Digital OOH Advertising Market Segmentation by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY’2011-FY’2016

Table 9‑6: India Digital OOH Advertising Market Size by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY’2011-FY’2016

Table 9‑7: India Digital OOH Advertising Market Segmentation by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million and Rationale, FY’2011-FY’2016

Table 9‑8: India Digital OOH Advertising Market Size by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million, FY’2011 & FY’2016

Table 9‑9: India Digital Out of Home (OOH) Advertising Market Future Outlook and Rationale on the basis of Revenue in terms of INR Million, FY’2017-FY’2021

Table 9‑10: : India Digital OOH Advertising (Video Ads, Wrap Around, and Image ads) Expected Market Share on the Basis of Revenue in INR Billion and Rationale, FY’2021

Table 10‑1: Major Traditional Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑2: Major Mall Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑3: Major Airport Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑4: Major Cab Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑5: Major Inflight Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑6: Major Gym Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 10‑7: Major Transit Media Asset Owners in India OOH Advertising Industry and Their Profiles including Revenue, Market Share, Number of Sites and USP, FY’2016

Table 11‑1: Times OOH Segment of Operation, Revenue Split by Location and Number of Sites, FY’2016

Table 11‑2: Contact Details of Important Business Personalities at Pioneer Publicity Corporation Pvt. Ltd.

Table 11‑3: Pioneer Publicity Corporation Pvt. Ltd. Segment of Operation, Revenue Share, and Revenue Split by Location and Number of Sites, FY’2016

Table 11‑4: Contact Details of Important Business Personalities at TDI India

Table 11‑5: TDI India Segment of Operation, Revenue Share, and Revenue Split by Location and Number of Sites, FY’2016

Table 11‑6: Contact Details of Important Business Personalities at JC Decaux India

Table 11‑7: JC Decaux India Segment of Operation, Revenue Split by Location and Number of Sites, FY’2016

Table 11‑8: Laqshya Media Pvt Ltd. A segment of Operation, Revenue Split by Location and Number of Sites, FY’2016

Table 11‑9: Contact Details of Important Business Personalities at Laqshya Media Pvt. Ltd.

Table 13‑1: SWOT (Strength, Weakness, Opportunities, Threat) Analysis of India OOH Advertising Industry

Table 15‑1: Tendering Process in Government Out of Home Advertising Sites Auction

Table 15‑2: Key Decision Making Parameters While Selecting the OOH Advertising Media

Table 16‑1: Mergers and Acquisitions in India OOH Advertising Industry, FY’2011-FY2016

Table 17‑1: India Out of Home (OOH) Advertising Market Future Outlook and Rationale on the Basis of Revenue in terms of INR Billion, FY’2017-FY’2021

Table 19‑1: Recommendation for Participants in India OOH Industry

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