India OOH Advertising Industry Outlook to 2019
Digital OOH and Transit Media to Steer the Growth
July 2014
91
About the Report
About the Report
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 the 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 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
Products
Products
Physical Out of home advertising, digital out of home advertising, billboards, transit displays, street furniture advertising, outdoor media owners, o
Companies
Selvel One Group, Times OOH, BIG Street, TDI International India, Laqshya Media Group, DDB Mudra Group
Table of Contents
Table of Contents
1. Global Out of Home (OOH) Advertising Market Overview and Size, 2008-2014
2. India Advertising Industry Introduction
2.1. India Out of Home (OOH) Advertising Market Scenario
2.1.1. Comparative Evaluation of Global OOH Advertising and India OOH Advertising Industry
2.1.2. Market Participants
Advertisers
Media Agencies
Specialist Buyers
Outdoor Media Owners
Outdoor Site Owners
2.2. India Advertising Industry Segmentation by Print, TV, Online, OOH and Radio, FY’2008 – FY’2014
2.2.1. Impact of Entertainment and Media Industry
3. India OOH Advertising Industry
3.1. India OOH Advertising Industry Market Structure
3.2. India OOH Advertising Industry Market Size by Advertising Spending, FY’2008-FY’2014
4. India OOH Advertising Market Segmentation
4.1. By Physical and Digital Space, FY’2008-FY’2014
4.2. By Places Used - Billboards, Transit Displays, Street Furniture and Others, FY’2008-FY’2014
4.3. By Sectors - FMCG, Auto, Media & Entertainment, Telecom, Financial Services, FY’2008-FY’2014
5. Government Regulations
5.1. Role of Local Municipal Corporation
5.2. Safety Instructions
6. Physical OOH Advertising Market
6.1. Introduction and Market Size, FY’2008-FY’2014
6.1.1. Pricing of Physical OOH Ad Space
6.2. Physical OOH Advertising Market Segmentation
6.2.1. By Media Vehicles: Billboards, Gantries, Standees and Others FY’2008-FY’2014
6.2.2. By Target Locations - Street Furniture, Transit Displays, Streets, FY’2008-FY’2014
6.2.3. By Sectors - FMCG, Media & Entertainment, Auto, Telecom, Financial Services and Others, FY’2008-FY’2014
6.3. Physical OOH Advertising Market Trends
Regional Advertising
Rural Marketing
Mobile Advertising
6.4. Physical OOH Market Future Outlook and Projections, FY’2015 – FY’2019
7. Digital OOH Advertising Market
7.1. Introduction and Market Size, FY’2008-FY’2014
7.1.1. Pricing of Digital OOH Ad-space
7.2. Digital OOH Advertising Market Segmentation
7.2.1. By Places - Transit, Street Furniture, Hospitality Centres, Health and Personality and Retail Outlets, FY’2008-FY’2014
7.2.2. By Sectors - FMCG, Financial services, Media & Entertainment, Auto and Telecom, FY’2008-FY’2014
7.2.3. By Types: Video ads, Image ads, Wrap-around the Screen
7.3. Digital OOH Advertising Market Trends
Augmented Reality
Interactive and Immersive Ad Campaigns
Branded Content
7.4. Digital OOH Advertising Market Future Outlook and Projections, FY’2015 – FY’2019
8. Competitive Structure in India OOH Advertising Industry
8.1. Market Share of Major Companies in OOH Advertising Industry in India, FY’2014
9. Company Profiles
9.1. Selvel One Group
9.1.1. Business Overview
9.1.2. Product and Key Offerings
9.1.3. Business Strategies
Increasing National Presence
Expanding to All Mediums
Enhancing the Product Portfolio
9.2. Times OOH
9.2.1. Business Overview
9.2.2. Product and Key Offerings
9.2.3. Business Strategies
Joint Venture
Focus on Premium Locations
Continuous Innovation
9.3. BIG Street
9.3.1. Business Overview
9.3.2. Product and Key Offerings
9.3.3. Business Strategies
Ownership of Premium Inventory
Segmenting the Consumers into Packages
Innovation with Comfort
9.4. TDI International India
9.4.1. Business Overview
9.4.2. Product and Key Offerings
9.4.3. Business Strategies
Focus on Non Premium Locations
Cost Effective Model
Specialized Media Agency
10. Growth in Tier 2 and 3 cities – Cluster Growth
Less Clutter
Relative Cost of Media
Unexplored Markets
Infrastructure Development
Inaccessible by Other Media
11. SWOT Analysis
12. Porters 5 Forces Analysis
Threat of New Entrants (Medium)
Bargaining Power of Suppliers (Low)
Bargaining Power of Buyers (High)
Threat of Substitutes (High)
Rivalry among Existing Firms (High)
13. Trends and Developments in the OOH Advertising Industry
Integration of Mobile with OOH
Rise of Digital OOH
Demand for Integrated Solutions and Customization
Emergence of New Sectors
Growth of Rural Markets
Need for Analytics in OOH
14. Mergers and Acquisitions, Investments in Outdoor advertising in India
15. Scope and Opportunities
Changing Dynamics in Physical OOH Advertising
Innovative Display Model
Expected Increase in Investment with Government Support
16. India OOH Advertising Industry Future Projections, FY’2015 - FY’2019
16.1. Cause and Effect Relationship between Dependent and Independent Factors in India OOh Advertising industry
17. Macro-Economic and Industry Factors: Historical and Projections
17.1. Total Population, FY’2008 – FY’2019
17.2. Personal Disposable Income, FY’2008 – FY’2019
17.3. Media and Entertainment Industry in India, FY’2008 – FY’2019
17.4. Foreign Direct Investment in Information and Broadcasting Sector, FY’2008 – FY’2019
17.5. Number of Railway Stations, FY’2008 – FY’2019
17.6. Passenger Traffic at Indian Airports, FY’2008 – FY’2014
18. Appendix
18.1. Market Definition
18.2. Abbreviations
18.3. Research Methodology
Data Collection Methods
Approach
Variables (Dependent and Independent)
Final Conclusion
18.4. Disclaimer
List of Figure
Figure 1: Global OOH Advertising Industry Size on the Basis of Revenues in INR Billion, 2008 - 2014
Figure 2: India Advertising Industry Size on the Basis of Revenues in INR Million, FY’2008-FY’2014
Figure 3: India Advertising Industry Segmentation by Print, TV, Online, OOH and Radio on the Basis of Revenues in Percentage, FY’2008 - FY’2014
Figure 4: India OOH Advertising Industry Market Structure
Figure 5: India OOH Advertising Industry Size on the Basis of Revenues in INR Million, FY’2008-FY’2014
Figure 6: India OOH Advertising Industry Segmentation on the Basis of Revenues from Physical and Digital Space in Percentage, FY’2008-FY’2014
Figure 7: India OOH Advertising Industry Segmentation on the Basis of Revenues from Billboards, Transit Displays, Street Furniture and Others in Percentage, FY’2008-FY’2014
Figure 8: India OOH Advertising Industry Segmentation on the Basis of Revenues from Different Sectors in Percentage, FY’2008-FY’2014
Figure 9: India Physical OOH Advertising Industry Size on the Basis of Revenues in INR Million, FY’2008-FY’2014
Figure 10: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Billboards, Gantries, Standees and Others in Percentage, FY’2008-FY’2014
Figure 11: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Target Locations in Percentage, FY’2008-FY’2014
Figure 12: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Different Sectors in Percentage, FY’2008-FY’2014
Figure 13: India Physical OOH Advertising Market Future Projections on the Basis of Revenues in INR Million, FY’2015-FY’2019
Figure 14: India Digital OOH Advertising Industry Size on the Basis of Revenues in INR Million, FY’2008-FY’2014
Figure 15: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues from Places in Percentage, FY’2008-FY’2014
Figure 16: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues from Sectors in Percentage, FY’2008-FY’2014
Figure 17: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues from Types of Ads in Percentage, FY’2008-FY’2014
Figure 18: India Digital OOH Advertising Market Future Projections on the Basis of Revenues in INR Million, FY’2015-FY’2019
Figure 19: Market Share of Major Companies in OOH Advertising Industry in India in Percentage, FY’2014
Figure 20: Indian OOH Advertising Industry Future Projections on the Basis of Revenue in INR Million, FY’2015-FY’2019
Figure 21: India Population in Million, FY’2008-FY’2019
Figure 22: India Personal Disposable Income in INR Billion, FY’2008-FY’2019
Figure 23: India Media and Entertainment Industry Size in INR Billion, FY’2008-FY’2019
Figure 24: FDI in Information and Broadcasting Sector in India in INR Million, FY’2008-FY’2019
Figure 25: Number of Railway Stations in India in Thousands, FY’2008-FY’2019
Figure 26: Passenger Traffic at Indian Airports in Million, FY’2008-FY’2014
List of Table
Table 1: Global OOH Advertising Industry in INR Billion and India Contribution in Percentage, FY’2008-FY’2014
Table 2: India Advertising Industry Segmentation by Print, TV, Online, OOH and Radio on the Basis of Revenues in INR Million, FY’2008-FY’2014
Table 3: India OOH Advertising Industry Segmentation on the Basis of Revenues from Physical and Digital Space in INR Million, FY’2008-FY’2014
Table 4: India OOH Advertising Industry Segmentation on the Basis of Revenues from Billboards, Transit Displays, Street Furniture and Others in INR Million, FY’2008-FY’2014
Table 5: India OOH Advertising Industry Segmentation on the Basis of Revenues from Different Sectors in INR Million, FY’2008-FY’2014
Table 6: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Billboards, Gantries, Standees and Others in INR Million, FY’2008-FY’2014
Table 7: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Target Locations in INR Million, FY’2008-FY’2014
Table 8: India Physical OOH Advertising Industry Segmentation on the Basis of Revenues from Sectors in INR Million, FY’2008-FY’2014
Table 9: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues by Places in INR Million, FY’2008-FY’2014
Table 10: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues from Sectors in INR Million, FY’2008-FY’2014
Table 11: India Digital OOH Advertising Industry Segmentation on the Basis of Revenues from Types of Ads in INR Million, FY’2008-FY’2014
Table 12: List of Major OOH Advertising Industry Players and their Major Offering
Table 13: Revenue of Major Players in India OOH Advertising Industry in INR million, FY’2014
Table 14: Selvel One Group Product and Key Offerings
Table 15: Times OOH Product and Key Offerings
Table 16: BIG Street Product and Key Offerings
Table 17: TDI Product and Key Offerings
Table 19: Cause and Effect Relationship between Dependent and Independent Factors Prevailing in India OOH Advertising Industry
Table 20: Correlation Matrix of Indian OOH Advertising Industry
Table 21: Regression Coefficients Output
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