Tuesday, June 24, 2025
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit
MediaNews4U.com
Home Featured

Opinion: Out of Home is still in

The medium has innovated to stay relevant and programmatic could be the next big thing. But the current cluttered environments make it difficult for brand messages to stand out while challenging the idea of creating visually appealing public spaces, contends the author.

by Sandeep Bangia
August 7, 2023
in Featured, Exclusive, Opinion
Reading Time: 3 mins read
A A
Opinion: Out of Home is still in
Share Share ShareShare

This week, I had the opportunity to travel from Mumbai to Pune for work, enjoying a breathtaking drive along the Mumbai-Pune Expressway. The monsoon season had transformed the Western Ghats into a visually captivating and scenic delight with lush landscapes and cascading waterfalls. However, the picturesque view was frequently interrupted by giant billboards peddling apartments, farmhouses, opticians, cars, and more.

ADVERTISEMENT

Similar experiences on road trips from Delhi to Narendra Nagar and Mussoorie, and in Mumbai along the Western Express Highway and Bandra Reclamation area, reminded me of the plethora of billboards. Giant LED billboards demanded my attention, with many urging me to watch television shows on various networks. Even in my home turf of Navi Mumbai, pristine locations like Palm Beach Road have seen the rise of LED pole kiosks and other large hoardings. This scenario is common in many urban clusters and highways.

Over the years, outdoor media has undergone a remarkable transformation, evolving from hand-painted hoardings to cutting-edge dynamic LED displays. Out-of-Home (OOH) advertising, which includes billboards, digital displays, ads on local trains, metros, buses, cinemas, airports, and more, remains a powerful and effective marketing medium for several compelling reasons. It serves as a reminder medium to customers and reinforces the brand’s effectiveness in a direct or subliminal manner. In today’s era of media fragmentation, with a plethora of advertising mediums available, OOH remains the most effective option to reach people regardless of how they consume media. This holds true for advertisers who have a limited sphere of influence like real estate projects, brands with local appeal and similar. It holds a unique power to captivate individuals during over 60 pc of their time spent outside their homes, making them stop and take notice. No other kind of advertising is as widespread and creatively adaptable. The versatility of OOH advertising allows brands to craft remarkable and innovative campaigns that engulf the target audience with compelling messages, leaving an overwhelming and enduring impact.

The introduction of digital billboards has revolutionised the outdoor advertising landscape, eliminating the need for manual labour to change vinyls, a process that previously took days. Now, with a simple click of a button, content on digital billboards can be instantly updated, providing unmatched agility and efficiency to advertisers. Additionally, digital billboards offer enhanced flexibility to site owners, who can allocate the same space to up to six customers, each getting a 10-second slide dedicated to their advertisement. This rotation ensures that each advertiser’s message is seen at least once every minute, maximising exposure and impact. Embracing programmatic advertising will further amplify the advantages of digital billboards, as real-time bidding (RTB) empowers advertisers with advanced capabilities, allowing them to access live geolocation data and fine-tune campaigns in response to real-time insights. This level of responsiveness and agility will ensure that advertising efforts are highly targeted and optimised for maximum effectiveness. This trend is already prevalent in some markets across the world, and it’s only a matter of time before it becomes mainstream in India.

For all the good that outdoor advertising media does to advertisers, they are not without criticism. One major concern is their impact on the aesthetics and visual harmony of urban spaces. Critics argue that the proliferation of billboards and digital screens can lead to visual clutter and diminish the overall beauty of cities and landscapes. The worst I have seen is a billboard placed on a boat anchored off Marine Drive. The rapid proliferation of outdoor hoardings, especially in densely populated urban areas, can contribute to visual pollution. The abundance of advertising messages vying for attention can overwhelm pedestrians and commuters, making the urban environment feel chaotic and cluttered. This detracts from the overall aesthetics of the city and challenges the idea of creating visually appealing public spaces. Digital LED screens, while dynamic and attention-grabbing, can also be highly distracting for motorists and pedestrians. Bright and constantly changing content can divert drivers’ attention from the road, leading to potential safety hazards.

Balancing the aesthetics of a city with revenue generation is an ongoing challenge for municipal corporations when it comes to outdoor advertising spaces. While these spaces serve as serious revenue earners, the temptation to prioritise financial gains must be delicately weighed against preserving the visual harmony and appeal of the cityscape.

As my journey along the expressway came to an end and we entered Pune city, I couldn’t help but feel disgusted about the excessive number of billboards in various shapes, sizes, and formats – a lot of them being illegal. This necessitates urgent regulations to preserve the visual charm of our cities and highways. Current cluttered environments make it difficult for messages to stand out, diminishing the overall aesthetic appeal. Thoughtful regulations can create a more engaging advertising experience by strategically placing fewer billboards, capturing the target audience’s attention effectively. This will be a true win-win for all – the advertisers and consumers.

(The author is a senior professional in the corporate sector and writes on varied topics that catch his fancy. The views expressed here are his own. X: @sandeepbangia)

Tags: AdvertisingIoTLEDOOHOpinionSandeep Bangia

RECENT POSTS

India’s Pay TV Landscape: TRAI Reports 333 Channels, Star India Leads Ownership
Exclusive

India’s Pay TV Landscape: TRAI Reports 333 Channels, Star India Leads Ownership

June 24, 2025
0

New Delhi: India’s broadcasting ecosystem continues to witness a robust pay TV presence, with 333 satellite pay TV channels available...

Read more
The shift from Okaya EV to OPG Mobility was a purposeful transformation, not just a superficial update: Vikas Negi
Exclusive

The shift from Okaya EV to OPG Mobility was a purposeful transformation, not just a superficial update: Vikas Negi

June 24, 2025
0

OPG Mobility has recently undergone a major rebranding initiative and it is a phase of continuous expansion, launching innovative new...

Read more
At Fenesta, our marketing priorities focus on brand awareness, customer-centricity, and digital transformation: Susmita Nag
Exclusive

Fenesta Champions Continuous, Climate-Aware Marketing Across India’s Diverse Geographies: Susmita Nag

June 23, 2025
0

Fenesta is a windows and doors brand and a part of the Rs. 12,741 Cr conglomerate DCM Shriram. Its installations...

Read more
Media Industry Mourns the Sudden Demise of Veteran Broadcaster K Sriram
Exclusive

Media Industry Mourns the Sudden Demise of Veteran Broadcaster K Sriram

June 20, 2025
0

Chennai: The media and broadcasting fraternity in South India is in deep shock and mourning following the sudden demise of...

Read more
Maran Bros Feud Hits Sun TV: Dayanidhi Seeks 2003 Shareholding Restoration, Stock Falls
Exclusive

Maran Bros Feud Hits Sun TV: Dayanidhi Seeks 2003 Shareholding Restoration, Stock Falls

June 20, 2025
0

Chennai: Shares of Sun TV Network plunged upto 5% on the BSE on Thursday after a long-simmering feud within the...

Read more
CreateBytes believes innovation thrives when design and technology work together: Priyanshi Tater
Exclusive

CreateBytes believes innovation thrives when design and technology work together: Priyanshi Tater

June 20, 2025
0

CreateBytes is a full-stack digital innovation studio where design, AI, and engineering intersect to craft products—intelligent, intuitive, and built to...

Read more

LATEST NEWS

UGRO Capital promotes Anuj Pandey to Chief Executive Officer

UGRO Capital promotes Anuj Pandey to Chief Executive Officer

June 24, 2025
Understanding the National Pension Scheme: An Essential Guide

Understanding the National Pension Scheme: An Essential Guide

June 24, 2025

ANALYSIS

Only 3% of companies achieve cross-functional AI synergy; marketing and IT co-innovation is crucial for thriving in the AI era: Bounteous x Accolite Study
Analysis

Only 3% of companies achieve cross-functional AI synergy; marketing and IT co-innovation is crucial for thriving in the AI era: Bounteous x Accolite Study

June 24, 2025
0

Chennai: Organizations that prioritize innovation and collaboration are twice as likely to achieve double-digit growth, according to a new global...

PEOPLE

UGRO Capital promotes Anuj Pandey to Chief Executive Officer
People

UGRO Capital promotes Anuj Pandey to Chief Executive Officer

June 24, 2025
0

Mumbai: UGRO Capital Limited, a DataTech-driven NBFC at the forefront of MSME lending in India, has announced the elevation of...

MARKETING

Butterfly unveils new visual identity to reflect the spirit of Today’s Consumer
Marketing

Butterfly unveils new visual identity to reflect the spirit of Today’s Consumer

June 24, 2025
0

Chennai: Butterfly, a kitchen appliance brand, has announced a major brand transformation with the unveiling of a refreshed identity, signifying...

Subscribe to Newsletters

ADVERTISING

Dominic Proctor, WPP Media Pioneer and Mindshare Co-Founder, Passes Away
Advertising

Dominic Proctor, WPP Media Pioneer and Mindshare Co-Founder, Passes Away

June 23, 2025
0

London: Dominic Proctor, one of the most transformative figures in the global media landscape and a foundational force behind WPP’s media...

PRINT

Thane Vaibhav and Ekatva Group launch New Hyper-Local Business Supplement
Print

Thane Vaibhav and Ekatva Group launch New Hyper-Local Business Supplement

June 4, 2025
0

Mumbai: In a powerful collaboration that underscores Thane’s rising prominence as a business hub, leading Marathi daily Thane Vaibhav and...

AUTHOR'S CORNER

Viewer Mindshare: Smart TV and Smartphones shaping the future of entertainment industry
Authors Corner

Viewer Mindshare: Smart TV and Smartphones shaping the future of entertainment industry

June 24, 2025
0

In the ever-evolving digital landscape, attention span has become the most valuable currency. With an overabundance of content available, it...

UPLIFT MEDIANEWS4U DIGITAL PVT LTD
No. 194B , Aram Nagar 2, JP Road,
Versova, Andheri West
Mumbai - 400061

For editorial queries:
[email protected]
[email protected]

For business queries:
Smitha Sapaliga - +91-98337-15455
[email protected]

Recent News

Prime Video unveils 17 Indian and international series and movies in multiple languages for Prime Day 2025

Prime Video unveils 17 Indian and international series and movies in multiple languages for Prime Day 2025

June 24, 2025
UGRO Capital promotes Anuj Pandey to Chief Executive Officer

UGRO Capital promotes Anuj Pandey to Chief Executive Officer

June 24, 2025
Understanding the National Pension Scheme: An Essential Guide

Understanding the National Pension Scheme: An Essential Guide

June 24, 2025

Newsletter

Subscribe to Newsletters

Medianews4u.com © 2019 - 2024 All rights reserved.

  • The South Side Story 2023 Download Report
  • Goafest 2023: Day 3
  • Goafest 2023: Day 2
  • Goafest 2023: Day 1
  • Straight Talk Gallery 2022
  • The South Side Story 2022 Download Report
  • Focus 2022
  • Futurescope Conclave Gallery 2022
  • The South Side Story 2021 Download Report
  • FOCUS 2021
  • Exclusive
  • Exclusive
  • Advertising
  • Media
    • Radio
    • Cable & DTH
    • Print
    • Digital Frontier
    • Gaming Nexus
  • Television
  • OTT
  • Ad-Tech
  • Marketing
  • Campaigns
  • Analysis
  • Opinion
    • Opinion
    • Think Through
    • Prescience 2023
    • Prescience 2024
  • People
  • Events
    • Leader Speak
    • STRAIGHT TALK
    • Gamechangers
    • Print & TV Summit

Medianews4u.com © 2019 - 2024 All rights reserved.