The report titled “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 trend to be followed in 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 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 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.
 |
| India Outdoor Advertising Market |
OOH advertising in India has been one of the fastest growing
segments in the advertising space which represents high potential for
advertisers with a large 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 large
population base of youngsters who spend a significant proportion of their time outdoor
and are the main audience for their advertisements.
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 highly fragmented industry with
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 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. Growing number of malls,
rise in infrastructure, innovation and technological progress and 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 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. 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
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Contact
Person- Ankur Gupta
Contact
Email Id- ankur@kenresearch.com
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