The population of India is constantly urbanizing and modern advances have penetrated even into rural areas. That’s why it’s easy to find many engaged farmers on their phones, even on Whatsapp. Advertising in contemporary times is also adapting. Today the old complements the new, so to speak. New technology combined with old ideas has created success stories. External media allied with other media can be very beneficial.
One industry in particular that could benefit the most from outdoor advertising would be e-commerce websites. One of the fastest growing sectors and is projected to continue to grow. It has transformed consumer behavior (one of the greatest feats of social engineering). Today everything is simplified, from ordering taxis to selling old washing machines. Everything can be done sitting at home.
To capitalize on the growing market, many companies have begun to unleash a media-buying blitzkrieg. Now it is normal to see newspapers with e-commerce ads. So much so that more space is allocated to ads than to news. In fact, some papers get fat just before the festive seasons. As in many cases, these pages are flipped or torn out. Although it is very effective, it is still not enough.
In today’s world, there is more room to be creative as work can easily be outsourced to professionals thousands of miles away. At a much cheaper price than in the past when doing such a thing was impossible or very difficult.
Outdoor media or out of home advertising is a tricky fish, if not done correctly it can get out of control. Basically, the ads should congratulate the reader (consumers!)
Duration
It can be identified according to seasons, holidays, etc. For example, when winter comes, winter care manufacturing companies start advertising their product because there is demand during the season. Outdoor advertising can create a great impact on the consumer. In some cases, it can even remind consumers about the upcoming winter season. The same goes for the holidays. Outdoor media can remind people about the big festival in a less intrusive way because; it does so without invading an individual’s personal space.
Access
Consumers can be attracted but they need to be persuaded. You can put a dot on a board and it will be noticed by as many travelers as any normal advertisement would. What needs to be done is that the content connects with the consumer. The content must be so attractive that it retains the viewer until the end. So bright and convincing, even if someone sells sand in the desert, the consumer would buy it.
To lease
Don’t just buy ad space. Sometimes one ad placement can attract more traffic than 10 less prominent ones. Outdoor media is highly location dependent, depending on the prominent location changes of the product. An expensive soap will sell better in rich areas of the city than in less rich ones. Therefore, it is better to advertise only in the area where people can actually afford to buy the product.