Mumbai: Global Advertisers, a Mumbai based out-of-home media agency, has witnessed an emerging trend of Indian consumer. Now, people are engaged with mobile applications such as WhatsApp, BBM or social networking channels in most of their free time while travelling. In a city like Mumbai, people on an average stay away from home nearly 12 hours in a day. In 30 minutes journey via a local train, one can see more than 50 billboards (this figure varies with mode of transportation and locality). On the social media side, India takes the third position in top ten countries with most Face book users in 2013 which reinstate that a brand promoting its product on billboards and social networking channels has been successful in grabbing the attention of a customer.
No wonder! The combination of outdoor advertising with digital promotions has certainly gained momentum in India. Increasing ad rates and squeezing marketing budget have opened new avenues of promoting a brand. Advertisers are looking for cost-effective multi-media plans which help them to penetrate specific markets and reach out to the right customer.
Sanjeev Gupta, MD, Global Advertisers said “In this fast paced life, people are travelling a lot for work. This makes us think that a brand needs an integrated solution to engage their potential customers on the go. It’s an opportunity and challenge for us. Impressive outdoor, innovative displays coupled with strong presence of a brand on popular websites, Face book and Twitter, surely inks an image of a brand in the mind of a customer. These very customers notice hoardings while travelling and like the brand when they surf internet. They also update their FB, BBM status or even tweet if they find anything interesting. Eventually, these conversations become a discussion forum. It’s a great trend which needs to be explore in near future.”