FICCI-KPMG-Report-13-FRAMES

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158 09 Out of Home Advertising Displaying resilience © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
09 Outlook for the year The power of a billion: Realizing the Indian dream Innovations take place when one keeps a close eye on evolving needs that are on the verge of being articulated in the market. Some of the fundamental questions that lead to innovation are - What do clients desire? What is possible with technology? What is viable in the market place? 2012 witnessed brands across industries actively experimenting with something new, something more creative and appealing - 3D cutouts of Amitabh Bachchan on mobile vans for the TV show Kaun Banega Crorepati, travel site Expedia’s launch campaign, a tailor made car of scrap at the Mumbai airport for Volkswagen, Cycle to light up the Mysore Palace by Vodafone, and the mall mountings for Spiderman on UTV Action, to name a few. These innovations not only attracted eyeballs but made lasting impressions as well. However, 2012 was an uncertain year for the Indian outdoor advertising industry, which had its share of highs and lows. Brand owners spent approximately INR 18 billion 1 in 2012 on Out-of-home advertising which approximates 5-6 percent of advertisement spends. Rural consumption increased in most product categories – fast moving consumer goods (FMCG), consumer durables, insurance, two-wheelers, etc. While 50-60 percent of the outdoor budget was consumed by Mumbai and Delhi alone a few years ago, there appears to be a marked shift to the Tier II and III cities - the top 10-12 markets’ spend has over the last few years reduced from 80 percent to 60 percent 2 . This trend is expected to continue. Last year however was marred by a significant slowdown of GDP growth rate in India, resulting from domestic factors as well as slowing growth in Europe and China. As the outlook for overall growth continued to stay muted, advertisers cut their spends significantly or directed them towards other media. 159 OOH Industry Size (INR Billion) 2006 2007 2008 2009 2010 2011 2012 CAGR % (2007- 2012) Outdoor 11.65 13.98 16.08 13.67 16.50 17.75 18.23 7.75% Source: KPMG in India analysis and industry interview 01. KPMG in India analysis 02. Industry discussions conducted by KPMG in India “ 2012 has been a disappointing year, increased fragmentation and a lot of impractical regulations that impede business have taken their toll on this medium in the last one year. This is especially true in Mumbai and Delhi which together account for a huge majority of total spends that this medium sees. Bangalore also has its usual bout of annual problems with the regulations and steep increases in fees. Digital everywhere else continues to languish because of advertiser’s reluctance to share space in view of only so much of exclusive space being available to them in the same location or in the same vicinity “ - Indrajit Sen Executive Director - IOAA and Promoter-Director, Media, Analytics & Design P Limited Scan the QR code to hear more from Indrajit © 2013 KPMG, an Indian Registered Partnership and a member firm of the KPMG network of independent member firms affiliated with KPMG International Cooperative (“KPMG International”), a Swiss entity. All rights reserved.
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42 Print Regional to the rescue 58
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01 The power of a billion: Realizin
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57 Hiring and retaining talent The
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05 The power of a billion: Realizin
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FICCI-KPMG-Report-13-FRAMES

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