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Overview of media sector of 'OOH sector'

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Title:
Overview of Media Business Environment in Sub-Sector 'OOH'.
Submitted by:
Sagar Jaiswal
MBA (Media and communicat...
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DECLARATION
I Sagar Jaiswal hereby declare that the project on Media Business Environment is a genuine
research work und...
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ACKNOWLEDEMENT
I acknowledge the help and support of all the people without which this project would not have
been possi...
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Overview of media sector of 'OOH sector'

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The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.

The project report contain all the information related to outdoor advertising. It contains key trends, challenges and opportunities, competition. How digital ooh has power to change the dynamics of media sectors in coming times. All the data is taken from relevant source.

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Overview of media sector of 'OOH sector'

  1. 1. 1 Title: Overview of Media Business Environment in Sub-Sector 'OOH'. Submitted by: Sagar Jaiswal MBA (Media and communication) Sem I (2016-2018) Submitted to Dr. Manju Rughwani (Prof-Media business environment) Ajeenkya D Y Patil University, Pune
  2. 2. 2 DECLARATION I Sagar Jaiswal hereby declare that the project on Media Business Environment is a genuine research work undertaking by me. All care has been taken to keep this report error free and I sincerely regret for any mistakes that might have come in the report. I shall be highly obliged if error (if any) be brought to my attention. Signature Name - Sagar Jaiswal Date - 10/4/2017 Place- Pune
  3. 3. 3 ACKNOWLEDEMENT I acknowledge the help and support of all the people without which this project would not have been possible. I want to express my gratitude towards Dr.Manju Rughwani (Professor-Media Business Environment, Ajeenkya D.Y. Patil University) for guiding me through the project. Lastly I would like to forward my gratitude to all my colleagues, friends. Signature
  4. 4. 4 INDEX Sr.no. Content Page-no 1. Introduction 5-6 2. Industry Performance 6-7 3. Present Trends 7-9 4. Future outlook and challenges of the Industry 9-13 5. Steps in content creation & its types 14-16 6. Value chain in each sector 16-18 7. Content Distribution 18-25 8. Timeline of Space in India 25-26 9. Top companies in India 26-29 10. Media Veterans in India 29-31 11. Business and revenue models 31-33 12. Key Concepts 34-35 13. Success Story 35-40 14. Bibliography 40-41
  5. 5. 5 INTRODUCTION The Indian Media and Entertainment (M&E) industry is a sunrise sector for the economy and is making high growth strides. Proving its resilience to the world, the Indian M&E industry is on the cusp of a strong phase of growth, backed by rising consumer demand and improving advertising revenues. The industry has been largely driven by increasing digitization and higher internet usage over the last decade. Internet has almost become a mainstream media for entertainment for most of the people. India is one of the highest spending and fastest growing advertising market globally. The country’s expenditure on advertising is estimated at 15.5 per cent in 2016, and is expected to grow by 11.2 per cent in 2017, based on various media events like T20 Cricket World Cup, the Indian Premier League (IPL) and State elections. Television segment, which continues to hold highest share of spending, is expected to grow by 12.3 per cent in 2016 and 11 per cent in 2017, led by increased spending by packaged consumer goods brands and e-commerce companies.$ The Foreign Direct Investment (FDI) inflows in the Information and Broadcasting (I&B) sector (including Print Media) in the period April 2000 – December 2016 stood at US$ 6.3 billion, as per data released by Department of Industrial Policy and Promotion (DIPP). Out-of-home Media Advertising (a.k.a. OOH advertising or outdoor advertising) or out-of- home media (a.k.a. OOH media or outdoor media) is advertising that reaches the consumers while they are outside their homes. Out-of-home media advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into four main categories: billboards, street, roads, highways, transit, and alternative. The OOH advertising industry in the United States includes more than 2,100 operators in 50 states representing the major out of home format categories. These OOH media companies range from public, multinational media corporations to small, independent, family-owned businesses. Currently, the United Kingdom and France are Western Europe's first and second largest markets for OOH, respectively. Data from Outsmart (formerly the Outdoor Media Centre), the UK’s out- of-home advertising trade association, shows that DOOH grew at a 29.7% CAGR from 2009 to 2014. Robust OOH Industry Outlook Driven By:  Stability in macro fundamentals.  Technology as a friend and penetration of digital.
  6. 6. 6  Ubiquity of mobile. OOH Industry Challenges:  Defending / taking share of advertising spend.  Measurability and demonstrating clear ROI for advertising clients.  Ease of buying - buyers and sellers resisting change. A) Industry Performance In 2015, the Out-of-Home (OOH) industry in India received a boost by a combination of factors including new category spending on OOH media, E-Commerce and M-Commerce. The current year growth of 13% was driven by automobile, e-commerce and telecom sector with the different formats benefitting. The overall spend on OOH out of total advertising pie was 5.4 percent which is higher as compared to previous year. Billboards continue to dominate OOH landscape. While Street furniture declined with 20% five year back to 5% now .The new metro line, malls, corporate parks and world class airport has given new boost to OOH advertising. It is no surprise that airport, transit and ambient accounts for 37% of revenue share and this segment is posting steady growth. In terms of brands, Housing.com, kalyan jewelers, Aakash institute, bhima jeweler, tanshiq and Malabar and flipkart, quickkr from e-commerce category made it to top ten list category spenders in OOH in 2015. In 2014, Idea, OLX, big bazaar, SBI home loan which were top spender, does not make in
  7. 7. 7 2015. While retail, consumers service, real estate held strong, growth story was scripted by advertisers from e-commerce, automobile, and telecom. In term of city wise, Mumbai (22%), Delhi (19%) and Bengaluru has replaced Kolkata (10 %). With growing impetus on e-commerce, expected launch of automobile and strengthen economy leading to increased ad-spends, 2016 see sustained growth for this sector. Digital OOH is specially gaining momentum through transit medium in metros. B) Presenttrends How technology is changing outdoor advertising: Technology is continuously evolving and advancing and changing the way one does the business. For few years, only billboards were form of outdoor advertising. The images, placed alongside highway, made it possible to pass along the message to promote specific product or service, but it allowed individuals only to view the message if they pass along the board, or they actually paid the attention to it. Traditional media hasn't been getting good press for a while now. It was only a few years ago that marketer reported the amount of time spent with digital media every day passed total daily TV viewing time for the first time. And last year Recode reported Pay TV subscriber growth continues to slow. Yet out-of-home advertising has increased revenue more than 20 quarters in a row1. According to the Outdoor Advertising Association of America (OAAA), out-of-home (OOH) ad revenue was up just over 4 percent in the third quarter for 2015, hauling in an impressive $1.71 billion. This is contrasted by Kantar Media's report that says total spending on advertising was down 4 percent for the same quarter. So what can you expect in 2016 from this traditional media success story? Here are a few trends to watch out for: Explosion of Digital Outdoor Advertising One of the reasons for the success of OOH advertising is the rapid adoption of new technologies1. Digital billboards are a good example. In this format, several advertisers share the same billboard, their digital ads rotating on a set sequence. They are a major contributing factor to the steady growth of outdoor advertising revenue. Increase in GeoFencing of Advertising Outdoor advertising firms have the ability to offer geofencing mobile ads in tandem with billboard and street furniture ads. For example, a person waiting for a bus near a billboard can
  8. 8. 8 receive digital ads on their mobile device. The ads become available once they enter a set digital perimeter, or geofence, of the bus stop. Customized Real-Time Outdoor Advertising OOH channels like mall advertising and buildboard advertising are using real-time data in a number of ways. For example, ads can be changed based on current temperature, time of day and weather conditions. Advertisers can offer different messages depending on the outcome of local sporting events, or an auto dealer can display tweets of client's who post positive experiences. Digital ads, geofencing, automated buying and real-time customization are three outdoor advertising trends1 that will rise even higher in 2016. Innovation and adoption of new ideas like these are major contributors to keeping out of home advertising on a record steady climb. Great media buying firms are on top of these trends. Technology has changed the way how one might look at outdoor advertising. Some of the key technological trends in outdoor advertising are: 1) Interactive advertising. 2) Precision targeting with data analytics. INTERACTIVE ADVERTISING Globally interactive advertising is fast evolving trend, its major differentiator as compared to traditional media is the ability to allow consumer and select relevant content of the advertisement as against traditional media that distribute mass message. In case of Interactive advertisement, consumers interact with the medium which give more time for advertiser to communicate its message. For instance, a telecom company launching new service can put its interactive message on billboard to give details regarding its new services, product, rates, data and voice plans, etc. and the customers can filters the content based on their requirement. Interactivity in the outdoor sector is one of the latest developments which aim at putting the consumers at centre of the campaign. The emergence of interactive outdoor advertising has witnessed the merging of experiential marketing with traditional posters, creating an impact by which this medium can be measured. Despite its performance globally, in India interactive outdoor advertising is at nascent stage, the use of interactive outdoor is limited to few industries. Indian advertisers have yet not commenced using the concept of interactive outdoor advertising with real time content, there are few issues related to use of interactive outdoor; mainly costs mix i.e. interactive is a costly media and the OOH allocation of the overall advertising pie is usually too little to use interactive outdoor. However there are few instances where interactive outdoor was successfully used in India for instance. Colors for the reality series "India's Got Talent" wherein people were able to
  9. 9. 9 interact with the billboard and anybody could call with their mobile phone and activate events on billboards. In India, although currently the use of interactive outdoor is relatively scare but in the coming years with the technological advancement and the rise of new industries, the use of this technology is only likely to increase. Precisiontargeting with data analytics Over the past couple of years, broadband networks and low-costs flat-screen televisions have enabled static billboards to change into fluids displays that can be changed at low costs multiples time each day. The widespread adoption of smart phones has enabled the simple billboard to become a portal for direct communication between the advertisers and target audience. An advertisement can encourage a viewer to send a text message for more information; it can include quick response code or a near field communications (NFC) chip that can be used to push down more information to the mobile phone. Until recently, advertiser's options for choosing location for their OOH advertising were limited, they could look at location of bus stop, train station or a taxi stand and they would survey people at those location to build a profile of the average passer-by. Now with innovative geo-analytical tools, advertiser can choose the location and content of message based on the near-real-time knowledge of consumer profiles and locations. Companies planning OOH advertising campaigns can now get accurate information on the number of peoples at any location, by the time of day or day of week. They can also understand the age group, gender or the demographic they belong to. By applying the science of data, there is opportunity to achieve precise targeting with OOH advertising, resulting in potentially more effective campaign and improved more Return on Investment (ROI) on marketing budgets. C. Future Outlook and Challenges ofthe Industry:
  10. 10. 10 The road ahead for the Indian OOH industry is stimulating; many factors are expected to drive growth for the sector. Firstly, development in infrastructures such as roads, railway and airport is likely to lead nos of digital screens that would not only manifold in top cities but also in tier-II and tier-III cities. And also reduced costs to produce LED screens is giving required impetus. The Airport authority of India (AAI), has plan to functionalize 50 airports over next 10 years. The Government of India recently announced 100 which will be developed as smart cities over next five years,out of those towns and cities, 24 are capital cities, another 24 are business and industrial centres., 18 are culture and tourism influence areas,five are port cities and three are educational and health care hubs. The government also intends to take road projects worth INR 10,00,000 million a year and 1 percent of it- INR 10,000 million- will be spent on tree plantaation along the national highways. All the above are expected to lead to an increase in OOH spending beyond what was projected in the previous year. Secondly, the sector is likely to see new development in multi-targeting where OOH planning systems are integrating with data sources including mobile, online browsing and shopper purchase records. The advertisers can utilise OOH to target micro-specific segment on the move. For instance, election campaign can tap into first-partying polling and location data to target to constituents in real time. Thirdly, real-time OOH trading could make its first moves into India as OOH vendors integrate inventory into demand-side-platforms. Digital OOH's ability to target customers on real-time basis can lead to more robust use of the segment. Fourthly, with technological advancement,OOH is likely to become more favored options as many brands would take advantage of the development in internet- connected and interactive screens. This is likely to draw more consumers and advertise towards it. “The future prospects for OOH advertising industry in India are very optimistic.” The key drivers for high growth of the OOH advertising industry are changing demographic trends and lifestyle trends, augmenting consumer awareness and increased spending by advertisers, changing macro-dynamic variables and rising population who spend majority time outdoor. The OOH advertising industry is one of the main contributors to the growth advertising industry in India. It along with the online advertising has changed the market dynamics of the advertising industry; they have replaced the reliance on traditional media like print and TV. This has led to advertisers now focusing their attention on OOH as medium for high growth OOH advertising in India comprises of two major segments namely Physical and Digital OOH mediums, with the physical ad space segment accounting for the lion’s share of around 96.5% in 2013. The lifestyles of the Indian population have been providing a major thrust for the growth in demand for the OOH advertising sites. Additionally, the rising number of people who are exposed to the transit media is fueling the demand for high growth of this sector.
  11. 11. 11 Transit Media is the new focus for advertisers, Source: themetrorailguy The OOH advertising industry in India is highly fragmented and diversified across various segments of media vehicles and target locations for the advertisements. India OOH Advertising Industry is majorly dominated by contribution from different sectors which include FMCG, media and entertainment, auto, telecom, financial services and others. All of these sectors are key contributors and have a strong influence on the spending of the OOH advertising in India. The OOH advertising industry has been witnessing increased contribution from physical and digital ad space. The turnover of OOH advertising industry was registered at INR 21200.0 million, with a CAGR of nearly 4.8% over the period FY’2008-FY’2014. The OOH Advertising Industry in India is further expected to grow at a CAGR of ~% during the period FY’2015-FY’2019. According to the research report titled, “India OOH Advertising Industry Outlook to 2019 – Digital OOH and Transit Media to Steer the Growth” by Ken Research, The digital ad space which accounted for the second position in the OOH Advertising Industry in India, is likely to incline at a high rate in the future, owing to the trend of new innovative and customized solutions which are being provided to the brand owners by the major OOH players. The report provides detailed overview on OOH advertising in India and helps readers to identify the ongoing trends in the key segments of the industry and anticipate growth in future depending upon changing industry dynamics in coming years. The report will aid industry consultants and analysts, OOH advertising companies, the major brand owners and the entire OOH industry
  12. 12. 12 value chain stakeholders to align their market centric strategiesaccordingtoongoingand expected trendsinfuture. The above OOH predictions are based on advances in technology that continue to shape the industry and no one can expect more intelligent, highly-targeted and measurable campaigns as the OOH medium evolves. FUTURE TRENDS The rapid growth of digital out-of-home advertising continues and we spoke about the revenue growth specifically in our blog a few weeks ago (definitely check it out if haven’t already done so) and with the future looking bright for the industry we decided to jot down a few trends that we feel may play a huge role in the outdoor advertising industry within the next couple of years. Identification Technology Digital OOH displays are becoming increasingly sophisticated and effective at targeting members of the public. This allows the tailoring of messages towards them. The ability to identify an individual based on their gender or the vehicle they are driving is becoming more and more common. Recognition technology is the key and it will play a huge role in outdoor advertising for many years to come. We are even beginning to see recognition technology that can identify emotions (think Xbox’s Kinect but bigger). As such we don’t think it will be too long before products are being directed towards you based on your facial expression. Watch this space. Mobile Integration Everyone is on mobile. It is a simple fact and sooner or later digital OOH displays will begin to interact with your mobile device while you are out and about. Modern outdoor advertising is much more than just displaying a message and hoping that someone buys your product. It’s about engaging and interacting with your audience with the hope that this will encourage them into a call to action. Emerging technologies will soon enable digital OOH displays to interact with you and your mobile. Augmented reality is a key component that we have seen gain prominence this year (Pokemon Go) and it is only a matter of time before marketers tap into this market. We can just imagine members of the public scrambling to turn off their Bluetooth before they get bombarded with messages on a busy street. Inventory Magnitude With the rapid expansion of the industry in full flow and with the constant lowering of costs for LCD and LED technologies, outdoor advertising systems are falling in price but increasing in
  13. 13. 13 demand. This makes for a pretty formidable combination and new outdoor screens are popping up every day from New York to Glasgow there is no escaping it. Outdoor advertising specialists Ocean recently announced that it had doubled its portfolio for outdoor advertising screens in city centers with the company expecting its products to sprout up in new locations all over the globe. More screens = more opportunities. The Environment Infrastructure is another key component. Being able to blend into the environment in a way that is not overbearing is key to producing successful advertising. As digital OOH becomes a more prolific feature within major cities, the advertiser has to provide content that is of use to the reader. Brand messages, in particular, have to be relevant to those walking by them and for the right company, a wealth of opportunities exist. All you have to do is get the content spot on. Not as easy as it sounds unfortunately! Everything is better in HD Creating immersive messages really grab the attention of your audience and with the technology available this is becoming easier than ever. Looking towards the future, we fully expect images to become ever more sophisticated, with touch screen and gesture recognition adding new dimensions of interactivity to digital OOH. These are round the corner and all this points towards immersive displays with high levels of interaction that companies will use to engage with consumers on a deeper level.
  14. 14. 14 D) Steps in content creationand its types: Content creation is the contribution of information to any media and most especially to digital media for an end-user/audience in specific contexts. Content is "something that is to be expressed through some medium, as speech, writing or any of various arts" for self-expression, distribution, marketing and/or publication. Typical forms of content creation include maintaining and updating web sites, blogging, photography, videography, online commentary, the maintenance of social media accounts, and editing and distribution of digital media. A few survey described content creation as the creation of "the material people contribute to the online world." Content creators:  News organizations News organizations, especially the biggest and more international, such as The New York Times, NPR, and CNN and others, consistently create some of the most shared content on the Web. This is especially true for content related breaking news and topical events. In the words of a 2011 report from the Oxford School for the Study of Journalism and the Reuters Institute for the Study of Journalism, "Mainstream media is the lifeblood of topical social media conversations in the UK." While the rise of digital media has disrupted traditional news outlets, many have adapted, and have beg un to produce content that is designed to function on the web and be shared by social media users. The social media site Twitter is a major distributor of breaking news in traditional formats, and many Twitter users are media professionals. The function and value of Twitter in the distribution of news is a frequent topic of discussion and research in journalism. User-generated content, social media blogging and citizen journalism have changed the nature of news content in recent years. The company Narrative Science is now using artificial intelligence to produce news articles and interpret data.  Colleges, universities and think tanks Academic institutions, such as colleges and universities, create content in the form of books, journal articles, white papers, and some forms of digital scholarship, such as blogs that are group edited by academics, class wikis, or video lectures that support a massive open online course (MOOC). Institutions may even make the raw data supporting their experiments or conclusions available on the Web through an open data initiative. Academic content may be gathered and made accessible to other academics or the public through publications, databases, libraries and digital libraries. Academic content may be closed source or open access (OA). Closed source content is only available to authorized users or subscribers. An important journal or a scholarly database may be closed source, available only to students
  15. 15. 15 and faculty through the institution's library. Open access articles are open to the public, with the publication and distribution costs shouldered by the institution publishing the content.  Companies Corporate content includes advertising and public relations content, as well as other types of content produced for profit, including white papers and sponsored research. Advertising can even include auto-generated content, blocks of content generated by programs or bots for search engine optimization. Companies also create annual reports which count as content creation as it is part of their company's workings and a detailed review of their financial year; this gives the stakeholders of the company insight of the companies current and future prospects and direction.  Artists and writers Cultural works, like music, movies, literature and art, are forms of content. Traditionally published books and e-books are one type of cultural content, but there are many others, such as self-published books, digital art, fiction, and fan art. Independent artists, including authors and musicians, have found commercial success by making their work available on the Internet. These changes have revolutionized the publishing and music industries.  Users With the introduction of Web 2.0 came the possibility of content consumers being more involved in the generation and sharing of content. Also with the coming of digital media and the ease of access at home, the amount of user generated content has increased as well as the age and class range. Eight percent of Internet users are very active in content creation and consumption. Worldwide, about one in four Internet users are significant content creators, and users in emerging markets lead the world in engagement. Research has also found that young adults of a higher socioeconomic background tend to create more content than those of a lower one. Sixty-nine percent of American and European internet users are "spectators," who consume—but don't create—online and digital media. The ratio of content creators to the amount of content they generate is sometimes referred to as the 1% rule, a rule of thumb that suggests that only 1% of a forum's users create nearly all of its content. Motivations for creating new content may include the desire to gain new knowledge, the possibility of publicity, or simple altruism, among other reasons. Users may also create new content to in order to help bring about social reforms. However, researchers caution that in order to be effective, context must be considered, a diverse array of people must be included, and all users must participate throughout the process. According to a 2011 study, minorities create content in order to connect with niche communities online. African-American users have been found to create content as a means of
  16. 16. 16 self-expression that was not previously available. Media portrayals of minorities are sometimes inaccurate and stereotypical which in turn affects the general perception of these minorities. African-Americans respond to their portrayals digitally through the use of social media like, twitter and tumblr. More importantly, the creation of Black Twitter has allowed a community to be able to share their problems and ideas.  Teen Users Younger users are having more access to content and content creating applications and publishing to different types of media, for example, Facebook, DeviantArt, or Tumblr. As of 2005, around 21 million teens used the internet. Among these 57%, or 12 million teens, are Content Creators. This creation and sharing was happening at a far higher level than with adults. With the advent of the internet, teens have had far more access to tools for sharing and creating. Technology is also becoming cheaper and easier to access as well, making content creation far easier for everyone, including teens. Some teens use this to seek fame through sites like YouTube, while others use it to connect to friends through social networking sites. Either way, these teens are becoming more than just observers, they are creators as well. Issues:  Quality The rise of anonymous and user-generated content presents both opportunities and challenges to Web users. Blogging, self-publishing and other forms of content creation give more people access to larger audiences. But it can also perpetuate rumors and spread information that is not verifiable. It can make it more difficult to find quality content that meets users' information needs.  Metadata Digital content is difficult to organize and categorize. Websites, forums and publishers all have different standards for metadata, or information about the content, such as its author and date of creation. The perpetuation of different standards of metadata can create problems of access and discoverability.  Intellectual property The ownership, origin, and right to share digital content can be difficult to establish. On one hand, user-generated content presents challenges to traditional content creators with regard to the expansion of unlicensed and unauthorized derivative works, piracy and plagiarism. On the other hand, the enforcement of copyright laws, such as the Digital Millennium Copyright Act in the U.S., also makes it less likely that works will fall into the public domain.
  17. 17. 17 E) Value Chain in eachsector: Think of the outdoor media business as a value chain with four players involved, each with its own business dynamics. The first link in the chain is the site owner, the second is the OOH media company, the third is the media agency and the fourth is the advertiser. a) The Site Owner: Depending on the form of OOH media, billboards, transit or ambient, the ownership of the place where the hoarding or media is placed will change. For example, if OOH media (the company) wants to install three screens in a restaurant, it will have to deal with the owners of the restaurant. If ENIL wants to offer airport to its advertisers, it does a deal with the Delhi International Airports Authority (DIAL) for Delhi and with similar body for Mumbai, and so on. In case of street furniture, the owner is usually a civic body, so tenders come into play. A company that wants to put up a billboard at a building or residential complex has to deal with the housing society or resident's association. The nature of the site owner differs according to the location and deals. b) The OOH media company: It may be seen as if the site owner and the OOH media company are one and the same. That however may not always be true. In the earlier example, Creation is the media company and so is Symbiosis. For instance, Times OOH does not own the bus shelters it runs; it has got them on lease sites from the civic authority in Mumbai. Jagran engage may take on lease sites from a large number of small players such as Symbiosis. So far, this industry has been full of site owners who also runs the outdoor media company. But as the big boys come in, the site owners may not be necessarily be the media company. Also, some of the new format such as ambient media create entirely new categories of site owners such as retailers who own millions of square feet across the country and usually sell the media space in their own stores. For clarity's sake, we would define the OOH media company as an aggregator which may or may not own sites. The revenue streams for outdoor companies will be the same as that for site owners. The proportion may vary. For instance, for Future Group , the proportion of revenues from its core retailing business would be far higher than the media business. c) The OOH Agency: The OOH media agency is a relatively new entity in the Indian context. Most are barely 5-7 years old. They help figure out the role of outdoor in a campaign based on the marketing objectives. Then comes the planning and the buying for which they are paid 1-2 percent of the spend as are media agencies. For instance, Mudra or Milestones Brandcom, plan and buy OOH media on behalf of clients from telecom, media automobiles and other categories.
  18. 18. 18 d) The Advertiser: Just like in other media advertisers could be from across categories of products and services that are widely consumed in any market. The only difference is that local advertising could be a big component for outdoor. In India, as in the UK, the big advertisers are those with national presence. A large chunk of the buying is 'network' buying. The way the advertiser looks at OOH media is, however, hugely determined by metrics, a contentious and problematic area in India as elsewhere in the world. F. Content Distribution: Perhaps the biggest goal of any young agency creative is to see their work posted around the streets of the country they work in. And one of the most common ways to achieve that is through outdoor advertising. Outdoor is a staple of the media mix, as it reaches hundreds of thousands of people, by foot, mass transit, or car, and is usually very quick and impactful. The most common forms of outdoor advertising include:  Billboard advertising  Point of sale displays  Street furniture (bus shelters, kiosks, telephone booths etc)  Transit advertising and wraps (taxis, buses, subways, trains etc)  Mobile billboards  Guerrilla advertising (aka ambient media) In the past, a billboard or outdoor ad was simply a way to do brand awareness. It is not possible to convey a complex message on a medium that people see for only a few seconds, or minutes at best, so it was seen as support for TV, direct mail, radio, and print. In short, keep the product or service top of mind, but let the other forms of advertising do the heavy lifting. However, with the advent of mobile technology, and websites, outdoor can now drive people to something instantly. From QR codes, to simple web addresses, or even apps like Snap chat and Instagram, outdoor can be a way to begin a conversation with the consumer, or prompt an outdoor campaign to go viral. Some outdooradvertisingcanbecome afocal pointforan entire campaign,especiallyif itencompasses a stunt,or drivesinteractionwithusersandtheircell phones.Recentexamplesincludethe TNT"Push to Add Drama" stunt,the tailgatingadsfor the ColoradoState Patrol,andthe Pepsi Max Unbelievable bus shelter.
  19. 19. 19 1) Billboards: Billboard advertising is one of the oldest forms of advertising and remains strong today. Located on key highways, intersections and choke points in major cities, billboards offer unparalleled large format advertising. Billboards offer tremendous visibility to vehicular traffic as they reach both the driver and all passengers on their commute to and from work or while out shopping on the weekends. Billboards offer an enormous creative canvas which will make a major impact in the market. 2) Rail: Rail platform poster advertising represents an excellent way to position your business in front of the affluent suburban commuter, each and every day. This media form provides high frequency coverage of a very upscale audience while offering the ability to target geographically by placing ads only at the specific stations which target your consumer. Rail interior carcard displays put you're advertisement in front of the specific people you are trying to reach for an average 50 minute commute twice a day providing for more detailed messaging. 3) Bus: Advertising your products and services on buses can provide your business with a prime audience of potential buyers. King/Queen/Tail bus posters offer superior eye level coverage and penetration, reaching commuters, workers and areas where traditional outdoor media is limited or unavailable. These displays represent moving billboards which draw attention to your message, reaching active, on-the-go consumers in the marketplace. These advertising displays are perfect for reaching both pedestrian and vehicular traffic. 4. Highway Billboards: These are full-sized classic billboards along major freeways and commuter routes. They are among the most visible forms of outdoor advertising and our Philadelphia advertising agencies know that they get more eyeballs than virtually any other out-of-home advertising channel. Highway billboards are great as an element of a major campaign for a large business, or to advertise a business drivers may want to pull off an exit for. 5. Urban Billboards: Billboards can target many groups beside the commuter crowd. Many primary and secondary urban streets have billboards that are often slightly smaller than highway billboards. They also get less visibility; however, they have a huge advantage in that they stand out more and aren’t usually surrounded by other billboards. This option is rewarding for smaller businesses and
  20. 20. 20 neighborhood hot spots, especially as they can start to feel like a part of the neighborhood themselves. 6. Walls capes: Have you ever seen an entire wall of a downtown building turned into a large ad? If so, you have seen wallscapes. Wallscapes are a terrific channel because they can completely dominate a particular street or block. We use wallscapes in particular as unveiling points for new products or campaigns and to reinforce brand awareness from other urban media. 7. Posters : Posters can be located almost anywhere in the urban landscape. Popular locations include the following: bus stops, subway stations, and information kiosks. Posters are crucial for targeting neighborhoods and poster saturation is an effective way to enforce brand or message awareness. For large campaigns, posters are the ultimate local support tool. Posters benefit from being artistically designed and clever, as they are an ubiquitous part of the urban environment and need to catch the eye. The more memorable a poster is – the better. 8. Bus : Advertisements on the sides of buses and other public transportation work best for specific niches. Many bus lines cross multiple types of neighborhoods, so the best messages are those that appeal to many demographics. Audiences may only see a bus ad for a fleeting second, so it must grab attention and leave them curious for more. Other forms of OOH include : Advertising, Advertising management, Aerial advertising, Banner, Barn advertisement, Billboard, Billboard bicycle, Bus advertising, Digital billboard, Digital signage, Driven media, Electronic signage, Fleet media, Helicopter banner, Human billboard, Integrated marketing communications, Kiosk software, Marketing communications, Mobile billboard, Neon signage, Point of sale display, Promotion (marketing), School bus advertising, Poster ,Restaurant media, Retail media, Rotulo, Sandwich board, Searchlight, Skywriting, Street furniture, Street marketing, Transit media, Truckside advertisement, Unipole sign, Vinyl banners, Wrap advertising.  Aerial Advertising - Aerial advertising includes towing banners via a fixed-wing aircraft as well as airships like blimps and other air-born inflatables overhead of beaches, events and gridlock traffic.  Billboard bicycle - New type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally friendly form of advertising.  Brochure Distribution - Information displays in public gathering spaces such as transportation centers, lodging facilities, visitor centers, attractions, and retail
  21. 21. 21 environments are targeted ways to distribute highly effective messaging to a targeted audience. This method is slightly different than traditional OOH as the consumer self- selects the messaging material and can take that message with them.  Billboard - Billboards (or Bulletins) are usually located in highly visible, heavy traffic areas such as expressways, primary arterials, and major intersections. In the U.S. bulletins are usually illuminated. The ad artwork, commonly digitally printed on large vinyl coated fabric membranes, is often "rotated" by the outdoor plant operator amongst several locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.  Bus advertising - Firmly establish brand awareness and generate quick recall with high- profile exposure near point of purchase locations.  Commuter rail display - Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.  ComPark advertising - ComPark is a device used for car park advertising; which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.  Lamppost banner advertising - Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness.  Mobile billboard - Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie nights.  Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.  Premier panel - Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.
  22. 22. 22  Premier square - Bright top and bottom illumination on a premiere panel provide extra impact after dark.  Street advertising - The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.  Taxi advertising - Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.  Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas.  Aircraft Advertising - Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding and more.  Other types of non-digital OOH advertising include airport displays; transit and bus- shelter displays; headrest displays; double-sided panels; junior posters; and mall displays. Some images of OOH : Vinyl decals allowing use of windows, on a side and rear advertisement for alcohol on a Berlin bus Billboard Bicycle in East Coast Park, Singapore
  23. 23. 23 Mobile inflatable billboard New York City Midtown Tunnel Billboard. Digital Billboards Digital Posters
  24. 24. 24 Bulletins Walls Spectacular Common Metrics : Metrics to determine the success of a content marketing are often tied to the original goals of the campaign. For example, for each of these goals, a content marketer may measure different engagement and conversion metrics: Brand awareness and visibility Businesses focused on expanding their reach to more customers will want to pay attention to the increase in volume of visitors, as well as the quality of those interactions. Traditional measures of volume include number of visitors to a page and number of emails collected, while time spent on page and click-through to other pages/ photos are good indicators for engagement.  Number of visitors to a page  Time spent on the page  Click-through across pages/ photos  Number of emails collected
  25. 25. 25  Diversified user base For businesses hoping to reach not only more - but also new - types of customers online, they should pay attention to the demographics of new visitors, as evidenced by cookies that can be installed, different sources of traffic, different online behaviors, and/or different buying habits of online visitors.  Demographics of visitors  Sources of traffic (i.e., SEO, social media, referral, direct)  Differences in buying patterns and user-behavior of visitors Sales Businesses focused on increasing sales through content marketing should look at traditional e- commerce metrics including click-through-rate from a product-page to check-out and completion rates at the check-out. Altogether, these form a conversion funnel. Moreover, to better understand customers' buying habits, they should look at other engagement metrics like time spent per page, number of product-page visits per user, and re-engagement.  Conversion through the sales process (the process from sign-up to check-out), including click-through-rates at each stage of the conversion funnel.  Time spent on the page.  Re-engagement (i.e., % of return visitors).  Click-through across product pages. G. Timeline of space in India :  Archaeologists have found evidence of outdoor advertising dating back to 3000 BC. One of the first known methods of advertising was the outdoor display.  Thousands of years ago, the Egyptians employed tall stone obelisks to publicize laws and treaties. While modes of advertising have changed over the centuries, OOH advertising is still a relevant form of communication today.  Outdoor Advertising in India is one of the most opted modes of brand promotion. Indian Outdoor Advertising industry comprises of a major share in the overall advertising industry. Outdoor Advertising avenues such a billboard ads, kiosks ads, airport/metro/mall ads are popularly adopted by brand owners.  With digital technology, Indian Outdoor Advertising has seen a drastic change. Airport Advertising, another popular avenue of outdoor advertising is also gaining much acclamation as one of the most effective avenues of brand promotion.
  26. 26. 26 H. Top companies in India : 1. GlobalAdvertisers 2. OOH India 3. Network2Media
  27. 27. 27 4. Exchange4Media 5. Laqshya Media Group 6. TDI International India 7.Ajit Ads
  28. 28. 28 8. MadisonIndia 9. Kartik Group 10. Jit Add Graphics
  29. 29. 29 I ) Media Veterans in India : 1) Vinod Kumar, Vice President, TDI International India (P) Limited “Though the expectations are at a growth of 10%-12%, we feel the year 2016 may give a minimum growth only, as the growth in advertising industry is directly proportionate to the growth in various sectors, expansion plans and fresh investments. Most advertisers feel reluctant to invest bigger budgets, when components like Service Tax are at 14.5% of the allocation, which is a huge chunk, and they pull back as most of the times, we operate in single digit margins or at negative levels. The most important part in business is the post sales payment collection, and as practice, we will not be taking every booking without clear assurance of the payment terms. Wherever we feel the payment term is to be prioritized, we insist on advance payments from advertisers“. 2)Atul Shrivastav, CEO, Laqshya Media Group Uniformity in Regulations “We hope with increasing importance of this medium, the government brings uniform regulations. Industry best practice is yet another issue, where we are expecting lot to happen both at the initiative of IOAA as well as consolidation of organised players in the industry.” 3) Junaid Shaikh, MD, Roshan Space Real Estate is the reason to smile “The year 2016 opens on an optimistic note, the war on the streets between major real estate business houses has given the OOH industry a reason to smile. The stability of the government
  30. 30. 30 and the economy showing signs of growth will work in favour of the industry instrumental in achieving the targeted figures.”We have prepared a checklist and are in touch with likeminded associates to bring about a positive impact on the industry and they include: - Transparency in functioning - Standardisation of business practices - Ideation, innovations and new thinking - Improved Media Assets - Consolidation or unified approach - Measure audience to evaluate campaign effectiveness. 4) Ravi Makhija, Managing Director, Home Business at Havas Media Active - Havas Media Trend of E-Commerce & Start-Ups will continue “I think the trend of E-commerce will continue in 2016 as this category will be the prominent spender on OOH medium. Also there will be various start-ups coming in 2016 which will spend on OOH medium and I see it in a very positive thing for OOH advertising medium because start- up is a business which is funded by external sources and one spends money very cautiously when it is funded by others and start-ups are trusting on OOH medium which is a great compliment for this medium. As a format, I see transit growing in this year, there are lot of metro train projects coming up in different metro cities and also cab branding is doing well as a format. Considering the 2015 year and coming time, I think the industry should grow by 8%-10% approximately.” 5) Soumitra Bhattacharya, CEO, Madison OOH More Professionalism “As an industry, we are trying to set a standard operating procedure (SOP) and if we can get this done; we would have taken the 1st step towards a more professional and more a transparent
  31. 31. 31 industry that marketers will believe in and thereby be more willing to bank upon.” 6)Atin Gupta, CEO & Founder, Atin Advertising & Promotions Increase in Innovations “Fingers Crossed!! The measurable media will do better, there will increase in innovations and professionalism from the media owners and the fate of the online E-tailers and real estate majors will probably be some important factors of 2016.” 7)Rajneesh Rawat, MD, Origins Advertising Private LTD Digital OOH emerging as major media “We see Digital OOH emerging as a major media vertical and this should fuel growth of overall OOH media industry. The faster media owners are able to go digital, the better & higher overall OOH growth is bound to come.” 8)Deepak Vasudeva, Director, Pioneer Publicity India Lot more Acquisitions “We hope that 2016 proves to be better than the previous years. We have acquired few new contracts to be executed in 2016 and hopefully we may try to acquire few more in 2016. One business practice to be avoided in this year would the delay in payment issues from major clients, wish if this would get improved in 2016.”
  32. 32. 32 J) Business and revenue models (Advertising) a) The Site Owner: The revenue stream for the site owner could be:  Advertising: If creation owns say, 65 sites across Mumbai, it could market them on its own to advertisers such as Vodafone or Reliance. Alternatively, it could go through an agency such as Portland from JWT which buys billboard space on behalf of advertisers.  Rental: This is the biggest source of revenue for small OOH media companies. For instance, if Creation does not have enough to offer advertisers in Bandra it may decide to take on lease sites owned by small operators such as Symbiosis. The latter rarely sells ad space on its own hoarding, it just leases them out to larger player such as Creation who in turn aggregate , say, 100-such hoarding and sell them to advertisers or their agencies. This make it an annuity income business for Symbiosis which does not have to bear the risk and gets no upside. Unless, it is worked out in agreement with Creation that after, say Rs.2,00,000/- which is guartenteed- a percentage share of the revenue would come to Symbiosis. This is called minimum guarantees deal. In either case, plain rental or minimum guarantees deal- the site infrastructure and maintenance is the responsubility of the owner, Symbiosis, in this case. The marketing and revenue is the Creation's job.  Rental Plus advertising: This would apply to players like Symbiosis. It leases out a bulk of its sites and also sells a few directly to advertisers.  Lead generation: Taggit, a tagging software, enables mobile phone users to respond to ads. It allows 'tagging' a brand's advertisement with digitised 2D(two dimensional) bar codes bar codes in newspaper, television or billboards. Tagit enables anyone to pull any content on to a multi-media phone. There are several technologies in an experimental stage. A site owner would get a percentage of the money that mobile company get from message sent after seeing their displays and/or from companies that get leads on consumer.  The typical costs would include capital costs, taxes, license and others, overheads. b) The OOH media company :  The revenue streams for outdoor companies will be same as that for site owners. The proportion may vary. For instance, for Future Group, the proportion of revenues from its core retailing business would be far higher than the media business.  The costs too would differ and so would be margins. There would be a higher proportion over-heads for media companies, the margins would be thinner but on a larger spread since most operate at a national level.
  33. 33. 33 c) The OOH Agency :  They are relatively new to Indian market, they figure out the role of outdoor in a campaign based on the marketing objectives. Then comes the planning and the buying for which they are paid 1-2 % of the spend as are media agencies.  For instance, Mudra or Milestone Brandcom, plan and buy OOH media on behalf of clients from telecom, media automobiles and other categories. d) The Advertiser:  They pay the rent for the space they rent out either to site owners or OOH media comapny.  The source of revenue for them would be numbers of consumers who look at the OOH and actually reaches out to them. K. Key Concepts : 1. Digital out-of-home (DOOH) : Digital out-of-home (DOOH) refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, and public spaces. PQ Media defines DOOH by two major platforms, digital place-based networks (DPN) and digital billboards & signage (DBB); DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as Di gital Signage. 2. Printed out-of-home : Printed out of home refers to static media distributed across physical space. Eg: Aerial advertising, billboard bicycle, brochure distribution, bus advertising, posters, wallscape, aircraft advertising, street advertising, taxi advertising, premier square. 3. Media fragmentation : competition from online media, as well as the need for greater efficiencies in media buying prompted companies to offer billboard inventory aggregation services Interactive services are becoming increasingly more common with the move to digital outdoor advertising, such as allowing the public to connect, share and interact through their mobile devices in particular through WiFi connections.
  34. 34. 34 4. Street furniture : Street furniture is made up of formats such as bus shelters, newsracks, mall kiosks, and telephone booth advertising. This form of OOH advertising is mainly seen in urban centers. Additionally, this form of advertising provides benefits to communities, as building and maintaining the shelters people use while waiting for the bus. Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditiona l billboards. 5. Market Mix : Expansion outside of home markets normally reduces valuation for most global OOH companies. JCDecaux and Clear Channel lose brownie point when they expand outside their home markets because of the Uncertainity of the regulatory framework. This is true if a company is looking at organic growth in foreign markets and not at acquisition . Funnily enough one of the biggest reasons Laqshya Media has got Rs.4.67 billion in investment in three years is because it is expanding not just in India but also in countries such as Sri Lanka , UAF, Africa and Southeast Asia. 6. Occupancy : The occupancy of a billboard or the amount of time it is booked in a year indicates the health of the business and helps analysts make estimates, average occupancy in Mumbai is nine months a year or about 75 percent of the time. In the US or the UK, a 70 - 80 percent occupancy is considered a good number. 7. Media Mix : An OOH media company's presence in other media also influence valuation. For instance, radio and outdoor media complement each other. Outdoor is viewed only outside of home. More than one-third of radio listening happens on the move. Therefore, for both media, the time-consumers spend communting is treated as prime time by advertisers. So, the local connect and therefore plug-in with local advertising is very strong. It is matched only perhaps by newspaper. So, an OOH media company with a strong presence in radio will get valuation than a rival without a radio station. 8. Technology: The more digitised the network of hoarding an outdoor media company has, the better its valuation. Digital technology allows several advertisers to occupy the same site at different times; that means multiple advertisers who brings in multiple revenues per site. If an OOH media company has tagging software or some other lead generating mechanism in place, it opens up another stream of revenues and therefore, a better valuation. 9. Market Size: The size of the Indian Outdoor Media market is hardly a silver of any of the mature markets. So far it was the growth rate that excited analysts. But as that slows down, there have been no major deals.
  35. 35. 35 I. Successstories: This is the story of 'LAQSHYA MEDIA GROUP'. It was founded in 1997, Laqshya Media Pvt Ltd is India’s leading OOH media company. As landscapes, both in India and around the world keep changing, the Laqshya Media Group has constantly been the face of the OOH media revolution transforming the way outdoor advertising is done and perceived. Today, Laqshya Media Group offers services that encompass OOH media solutions, activations, event IPs and advertising. Innovation Laqshya owes its success in a big way to its emphasis on innovation, which is why we invest time, money and energy into developing innovative media solutions for our clients. Knowledge driven solution What sets Laqshya apart is that the company offers knowledge driven solutions for your brand. Our dedicated research team acquires all related data through various agencies. This data is then reviewed and analyzed to derive strong insights that are useful when developing advertising campaigns. Through industry analysis, competition monitoring, traffic count and much more, the research cell at Laqshya offers a scientific approach to developing, executing and evaluating the effectiveness of a campaign. With an unmatched expertise of having handled over 10,000 campaigns, we are a repository of knowledge and insights across product categories.
  36. 36. 36 Technology The advancement of technology has been advantageous to the advertising industry and we use it to the best possible extent to our clients’ satisfaction. Our Reach The Laqshya Media Group is the only Indian OOH company to have an international presence. The company has a strong presence in the Middle East and Sri Lanka and has a vision to expand on this in the future. In India, with offices in 25 locations, Laqshya offers a pervasive reach across over 3000 cities and towns. Vision To be a knowledge driven and innovative Indian Company that is globally admired and locally respected by its customers, vendors, employees and stakeholders. Mission Emerge as the global leader with a portfolio of valuable media assets, unmatched knowledge base and innovative solutions that continually power the out of home media space. The Laqshya Media Group has pioneered new ideas and innovations in the OOH media space.  Various Innovation : Custom designed air conditioned bus queue shelters in Dubai, through its subsidiary – Right Angle Media. The Dubai bus shelter project is the first of its kind in the world. These bus queue shelters are the result of intensive research and product innovation, especially because they have met the tough challenge of creating street furniture equipped to handle searing temperatures as high as 55 degree Celsius. Innovative advertising through creative display systems at India’s first-ever Greenfield airport – The Rajiv Gandhi International Airport in Hyderabad. The Rajiv Gandhi International Airport (RGIA), the first Greenfield airport in India, is world class thanks to the architectural design, the services and the ambience. The customised
  37. 37. 37 advertising display system for the Hyderabad International airport has been set up by Laqshya, using the services of reputed global designers and consultants. Designed India’s first foot over bridge with an escalator under the PPP (Public Private Partnership). Laqshya was the first OOH Media Company in India to build two foot over bridges with escalators in Indore. These are the first escalator equipped foot over bridges constructed under the PPP (Public Private Partnership) model in India. Innovation presence: Our Dubai Subsidiary, Right Angle Media, is the first in the world to have built the Dubai Bus Shelters in partnership with the RTA (Road and Transport Authority) of Dubai. The Dubai Bus Shelters project has set a benchmark in the OOH industry. It is a result of intensive research and product innovation, successfully meeting the challenge of handling grueling temperatures as high as 55 degree Celsius and maintaining an ambient temperature of 25 degree Celcius. Laqshya Media Group also has a distinct presence in Sri Lanka. We currently hold advertising rights for the Bandaranaike International Airport, Colombo. The variety in media formats available at the Colombo Airport presents high end brands with premium ambient OOH advertising opportunities. Corporate Social Responsibility Millions view our medium every month, at various locations, across the country. It is a powerful and effective communication tool, which speaks their language. We believe that as a media owner, we can effectively contribute to the welfare of the community by offering our medium as a CSR platform. One of our CSR initiatives is called ‘LAQSHYA CARES’ – where we dedicate optimal visibility to social causes / public service messages, which are created in-house. Environmental Consciousness Going green At Laqshya, we are absolutely committed towards conserving natural resources. We have utilised technology in the best way possible in our conservation efforts, right from using recycled materials to build our new street furniture, eco-solvent inks to lighting equipment that uses 40 % less power and Ecoflex, a vinyl that decomposes in three years, instead of 300 years.
  38. 38. 38 We are integrating solar energy in some of our media sites; for instance our billboards in Delhi run on solar power. Focussing on water conservation, we have initiated projects in this direction, like the Public Utilities in Delhi have been attached with a water recycling plant. We stand committed to use cleaner technologies for a greener tomorrow. Working at Laqshya At the Laqshya Media Group, we believe in equal opportunity for all irrespective of background and qualification. We believe in providing a healthy, positive environment in which employees can work, learn and grow. We also encourage a healthy work life balance for all employees. Contact Information Head Office Laqshya Media Pvt. Ltd. Laqshya House, Saraswati Baug, Society Road, Jogeshwari (E), Mumbai – 400 060. Contact Us Tel: +91 22 3308 6666 contact@laqshyagroup.com
  39. 39. 39 LAQSHYA MEDIA GROUP NETWORK
  40. 40. 40 Bibliography: 1. Refer to 'The Indian Media Business' by Vanita Kohli- Khandekar, 4th edition. 2 Refer to FICCI- KPMG frame report of 2015, 2014 and 2013. 3.Refer to various articles, clipping and videos for OOH media. 4. Official website of advertising firms . 5. Case study on Laqshya media group. 6. www.google.com

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