Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.

Abstract

This structured assignment is to accompany the case ''508-128-1''. The abstract of the case is as follows: The outdoor or out of home (OOH) advertising traditionally limited to billboards now encompass signages, street furniture (like bus shelters), displays and LCD screens in and around retail outlets and malls, transit media like airports, railway stations etc. With growing consumerism and mobility and technical advancement, OOH advertising has come of age and is growing. Many domestic as well as international media companies want to tap into this new form of business. The case throws light on the growth of OOH advertising in India over the years by focusing on the innovations. By 2010, the Indian OOH market is estimated to grow to INR21.50 billion growing at 17% per annum. By 2012, PricewaterhouseCoopers expects the industry to be worth INR24 billion. Despite the projected growth in the near future, the OOH industry largely remains fragmented and unorganised in India. With no effective government regulations in place it remains to be seen whether OOH advertising will be able to survive in a competitive market dominated by both traditional and other non-traditional advertising mediums. The case allows students to understand and analyse: (1) the origin and growth of OOH advertising in India; (2) the factors which give OOH advertising an edge over other mediums; (3) the innovations in OOH advertising; and (4) the constraints faced by the OOH media in the current advertising scenario.
Location:
Industry:
Other setting(s):
2008

About

Abstract

This structured assignment is to accompany the case ''508-128-1''. The abstract of the case is as follows: The outdoor or out of home (OOH) advertising traditionally limited to billboards now encompass signages, street furniture (like bus shelters), displays and LCD screens in and around retail outlets and malls, transit media like airports, railway stations etc. With growing consumerism and mobility and technical advancement, OOH advertising has come of age and is growing. Many domestic as well as international media companies want to tap into this new form of business. The case throws light on the growth of OOH advertising in India over the years by focusing on the innovations. By 2010, the Indian OOH market is estimated to grow to INR21.50 billion growing at 17% per annum. By 2012, PricewaterhouseCoopers expects the industry to be worth INR24 billion. Despite the projected growth in the near future, the OOH industry largely remains fragmented and unorganised in India. With no effective government regulations in place it remains to be seen whether OOH advertising will be able to survive in a competitive market dominated by both traditional and other non-traditional advertising mediums. The case allows students to understand and analyse: (1) the origin and growth of OOH advertising in India; (2) the factors which give OOH advertising an edge over other mediums; (3) the innovations in OOH advertising; and (4) the constraints faced by the OOH media in the current advertising scenario.

Settings

Location:
Industry:
Other setting(s):
2008

Related