Domestic technical textiles Industry Segment-wise consumption of ...

Hoardings / Signages
Hoardings / Signages are made of a translucent flexible textile substrate called flexible-face sign
fabric. Flexible-face sign fabric, also known as flex was developed as an alternative to rigid-faced
substrates like acrylic, plastic and polycarbonates. Besides hoardings, this material has applications in
light boxes, exhibits, trade show displays and majority of other static out of home (OOH) advertising.
Flex is preferred over its rigid counterparts since the material offers flexibility in taking on graphics. It
is amenable to screen printing, inkjet printing or painting, thus opening up more channels of
creativity. As a result, print consistency can be maintained across locations. It is possible to produce
large seamless signages using flex. Since this material is designed to withstand winds of speed 110 to
140 miles per hour, it is ideal for huge billboards on the expressways and national highways.
Moreover, it can be easily transported because of its light weight and ease of handling.
Product characteristics
Flex is made of a PVC coated polyester warp knitted fabric. The fabric is made from high tenacity
polyester filament yarn of denier ranging from 250 to 500. This fabric is coated with PVC and surface
treated with lacquer. The material has the following properties:
• Light transmission
• Printability
• Ultra Violet resistance
• Heat Sealability
• Mildew resistance
• Anti wicking
Flex is available in different varieties depending on its application. The flex used for front-lit
hoardings is available in GSM ranging between 280 and 370 and that for back-lit hoardings is
available in GSM ranging from 450 to 650.
Market dynamics and key growth drivers
Flex is the most preferred material for hoardings / signages and other static OOH media which
together account for 90% of the OOH advertising industry. OOH media has assumed great
significance because of considerable shift in consumers’ lifestyles and suburban growth. Consumers
spend an average of four hours a day travelling, shopping and eating at out-of-home areas like
airports, shopping malls, restaurants and multiplexes which has resulted in increased importance of
OOH media at these spaces. The OOH advertising industry grew at 20-25% in 2006-07and is
expected to grow at a CAGR of 14% over the next five years.