ith share of eyeballs becoming dearer for traditional media, ad agencies have been dabbling with alternative media for quite some time now. As advertisers lay onus on innovation, out of home communication (OOH) has emerged as a standalone medium in its own right. In India, the total OOH expenditure is estimated at over Rs 2,200 crore, with 70 per cent of the business handled by the divisions of large agencies.

OOH transcends the traditional outdoor and communicates with the customer at various touch points. Usually, OOH communication targets a younger set of consumers (15-34 years) who spend a considerable amount of time commuting, shopping and visiting entertainment destinations. This increases the �opportunity to see� messages on billboards, bus shelters, kiosks, window/retail displays, posters, banners and even at traffic lights. ... more