OUTDOOR MEDIA

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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 as of 2024:

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 and 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.

elements

Process of Creating Outdoor Media

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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