OUTDOOR MEDIA

What is Outdoor Media

Outdoor media includes various advertising options that are displayed in open, public spaces to reach a mass audience. Below are the types of outdoor media, materials commonly used, and approximate costings in India:

Outdoor advertising, also known as Out-of-Home (OOH) advertising, includes various formats that display ads in public spaces. Below is a detailed breakdown of the types of outdoor advertising, the materials commonly used, and the approximate costing:

Outdoor media, also known as Out-of-Home (OOH) advertising, refers to the promotion of products, services, or ideas through visual displays in public spaces. This form of advertising has been around for centuries and continues to evolve with technological advancements.

BENEFITS

Benefits of Outdoor Media

1. Wide Reach: Outdoor media can reach a large audience.

2. High Visibility: Outdoor displays are often seen by people in public spaces.

3. Cost-Effective: Outdoor media can be more cost-effective than other forms of advertising.

4. Measurable Results: Outdoor media can provide measurable results through tracking and analytics.

Best Practices of Outdoor Media

1. Choose the Right Location: Select locations with high foot traffic and visibility.

2. Design for Impact: Create visually appealing designs that grab attention.

3. Use Clear Messaging: Use clear, concise messaging that communicates your message.

4. Regularly Maintain Displays: Regularly inspect and maintain displays to ensure they remain effective.

TYPES & COSTINGS

1.      Billboards / Hoardings

  • Description: Large, static or digital advertisements placed in high-traffic locations like highways, commercial hubs, and markets.
  • Materials Used:
    • Flex (standard or premium)
    • Vinyl sheets
    • LED screens (for digital hoardings)
    • Eco-solvent printing (environment-friendly option)
  • Cost:
    • Metro Cities: ₹50,000 – ₹5,00,000/month (depending on size and location)
    • Tier-2 Cities: ₹20,000 – ₹1,50,000/month
    • Highways: ₹10,000 – ₹2,00,000/month.

(Pricing depends on location, size, and duration of the ad)

2. Transit Advertising

  • Description: Ads placed on vehicles and public transportation, including buses, autos, taxis, metros, and airports.
  • Types:
    • Bus branding (full or partial wrap)
    • Auto-rickshaw branding
    • Metro train and station branding
    • Taxi wraps
  • Materials Used:
    • Vinyl wraps
    • Flex printing
    • Adhesive printed stickers
  • Cost:
    • Bus Branding: ₹20,000 – ₹1,00,000/month per bus
    • Auto Branding: ₹1,500 – ₹5,000/month per auto
    • Metro Train Branding: ₹3,00,000 – ₹20,00,000/month
    • Taxi Wrap: ₹10,000 – ₹50,000/month

2.      Street Furniture Advertising

  • Description: Ads placed on street elements like bus shelters, kiosks, benches, lamp posts, and public toilets.
  • Materials Used:
    • Flex or Vinyl banners
    • Backlit material for illuminated ads
    • Digital screens for dynamic ads
  • Cost:
    • Bus Shelters: ₹10,000 – ₹50,000/month
    • Lamp Post Ads: ₹2,000 – ₹10,000/post/month
    • Kiosks: ₹5,000 – ₹25,000/month

3.      Wall Paintings and Murals

  • Description: Ads hand-painted or digitally printed on walls along roads, rural areas, railway stations, and marketplaces.
  • Materials Used:
    • Paint (hand-painted murals)
    • Vinyl and flex sheets (for digital murals)
  • Cost:
    • Hand-Painted Walls: ₹20 – ₹50/sq. ft
    • Vinyl Print on Walls: ₹30 – ₹80/sq. ft

4.      Digital Out-of-Home (DOOH)

  • Description: Digital screens, LED boards, and electronic billboards that display rotating or dynamic advertisements. Common in malls, airports, metro stations, and high-footfall areas.
  • Materials Used:
    • LED screens (outdoor and indoor)
    • Digital projectors
  • Cost:
    • Digital Screens: ₹2,00,000 – ₹10,00,000/month (depending on location and duration).
    • Installation: ₹4,000 – ₹10,000/sq. ft (one-time).

5.      Transit Shelters and Terminals

  • Description: Ads displayed at transit points like railway stations, metro stations, airports, and bus depots.
  • Materials Used:
    • Flex banners
    • Vinyl sheets
    • LED screens (indoor and outdoor)
  • Cost:
    • Railway Stations: ₹20,000 – ₹2,00,000/month
    • Airport Ads: ₹50,000 – ₹10,00,000/month

7. Pole Kiosks

  • Description: Small ads placed on lamp posts or poles along streets, highways, and marketplaces.
  • Materials Used:
    • Flex sheets
    • Vinyl banners
  • Cost: ₹1,000 – ₹5,000/post/month (location-dependent).

8. Mall Advertising

  • Description: Advertisements placed in shopping malls through standees, backlit boards, digital screens, escalators, and kiosks.
  • Materials Used:
    • Flex
    • Vinyl stickers
    • LED digital screens
  • Cost: ₹30,000 – ₹2,00,000/month depending on mall size and footfall.

9. Inflatables and Balloons

  • Description: Giant branded inflatables and balloons used during events or promotions.
  • Materials Used:
    • PVC inflatable materials
  • Cost: ₹10,000 – ₹50,000/day (depending on size and location).

10. Retail Branding and Storefront Ads

  • Description: Storefront signages, window graphics, and banners outside retail outlets.
  • Materials Used:
    • Vinyl stickers
    • Flex boards
    • Backlit LED screens
  • Cost: ₹5,000 – ₹50,000/month per outlet.

10. Projection Advertising:

  • Description: Large-scale projections onto buildings or other surfaces.
  •  Materials Used:
    • Vinyl stickers
    • Flex boards
    • Backlit LED screens
  • Cost: ₹5,000 – ₹50,000/month per outlet.

11. Mobile Hoardings

  • Description: Mobile hoardings or moving billboards are an innovative way to capture attention and advertise on the go on moving trucks or vehicles.
  •  Materials Used:
    • Digital LED screens
    • Backlit flex printing
    • Vinyl branding
    • Trucks or vehciles
  • Cost: ₹20,000 – ₹2,00,000/month per vehcile.

ELEMENTS

Outdoor media advertising encompasses a wide range of formats displayed in public spaces, aimed at reaching consumers when they are out of their homes. These formats include billboards, digital displays, transit advertising, street furniture, and various alternative options like murals and aerial displays. The key objective is to build brand awareness and reach a wide audience in high-traffic areas. 

Key Elements of Outdoor Media:

  • Billboards:These can be static or digital and are typically placed in high-visibility locations like highways and urban areas. 
  • Digital Displays:Including digital billboards and screens in public spaces, offering flexibility for real-time updates and dynamic content. 
  • Transit Advertising:Ads on buses, trains, subways, and other vehicles, reaching commuters and travelers. 
  • Street Furniture:Ads on bus shelters, kiosks, benches, and other street furniture, integrating with the urban environment. 
  • Alternative Formats:This includes murals, aerial advertising (e.g., airplane banners), and guerilla marketing tactics. 
  • Point of Sale (POS) Displays:Ads placed in or near retail locations, often designed to influence immediate purchase decisions. 
  • Placement and Location:Strategic placement is crucial, considering factors like target audience, traffic patterns, and local regulations. 
  • Message and Design:Outdoor ads need to be clear, concise, and visually impactful, often using bold fonts, high-contrast colors, and easily readable graphics. 
  • Brand Consistency:Outdoor ads should align with the overall brand identity and messaging to maintain a cohesive image. 
  • Legality and Regulations:Adhering to local regulations and guidelines is essential to avoid legal issues. 
  • Some basic material used:
    • 1. Vinyl: A popular material for billboards and large-format displays.
    • 2. Polyethylene: A durable, water-resistant material used for outdoor displays.
    • 3. Aluminum: Used for building frames and structures for outdoor displays.
    • 4. LED Lights: Used for digital outdoor displays and backlighting.
    • 5. Fabric: Used for inflatable displays and tension fabric structures.

PROCESS

1. Design: Create visually appealing designs and messages.

2. Material Selection: Choose suitable materials for the display.

3. Printing: Print the design onto the selected material.

4. Installation: Install the display in the desired location.

5. Maintenance: Regularly inspect and maintain the display.

COSTINGS

Material Costings (Per Sq. Ft):

MaterialCost (₹/sq. ft)
Standard Flex₹10 – ₹20
Star Flex (Premium)₹25 – ₹40
Vinyl Printing₹20 – ₹80
Eco-Solvent Printing₹30 – ₹70
Fabric Banners₹50 – ₹100
Backlit Flex₹40 – ₹100
LED Digital Screens₹4,000 – ₹10,000/sq. ft

Key Cost Influencing Factors

  1. Location: Prime areas in metro cities (e.g., Mumbai, Delhi, Bengaluru) cost more.
  2. Ad Size: Larger billboards or ads have higher costs.
  3. Duration: Longer display times often come with discounts.
  4. Material Quality: Premium, durable materials like vinyl and backlit options cost more.
  5. Ad Type: Digital and illuminated ads are significantly costlier than static ads.

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