Innovation & Technology: Ooh Game-changers

The overall outlook for the advertising industry is very positive. On the demand side, certain categories like mobile wallets, handsets, telecom 4G will provide the growth and on the supply side the growth will be driven by internet, radio and cinema.

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Indian Advertising Industry

Advertising industry in India continues to be one of the steady growing industries with a strong double digit growth year on year. As per the latest media reports, Publicis Group owned Zenith Media has projected the 2016 growth rate as 13% and GroupM has projected the same at 13.8%. The forecasts for 2017 continue to be in double digits with Zenith predicting 11.2% growth rate compared to GroupM forecasting 12.5% growth for the Indian advertising industry. The overall advertising industry is poised to grow to Rs 54,344 crore in 2017 (As per Zenith report). Compared to a global ad expenditure growth rate of 4.4%, India at 11.2% growth remains one of the highest growing markets in the world.

Indian OOH industry

The Indian OOH industry has been showing a growth of around 8% and is expected to deliver similar growth rates in 2017. As per the Zenith report, the growth for Indian OOH industry would be between 7% and 12%. The growth as per the GroupM report would be around 7.8% for the year 2016 and OOH industry is expected to grow at 8% in 2017. The OOH industry will witness good traction from sectors addressing rural audience and premium niche audience.

OOH vs Radio vs Cinema