MAM
Outdoor ad spends register 8% growth in H1 FY 2013
MUMBAI: Laqshya Media Group’s media research wing that caters to the OOH research and analysis has revealed the H1 fiscal analysis of 2013, while comparing it with the same period in 2012.
According to the report, despite the lingering economic uncertainty, OOH continues to grow – giving a positive sign to advertisers who plan to reach out to people with billboards, bus shelters, huge gantries, foot-over bridges, and any other outdoor vehicles.
According to Laqshya Media Research statistics on the outdoor advertising ad revenues, there has been a growth of 11 per cent for Q1 and 4 per cent growth during Q2 of 2013 over the same period in 2012, making it a total of 8 per cent growth for the H1 fiscal 2013 over 2012.
The sector-wise analysis reveals that real estate has upped its OOH investments most rapidly as compared to any other sector making it the most dynamic category for the first half of 2013. The sectors’ spends grew by 51 per cent as compared to H1 of 2012. The report states that the realty players from Mumbai and Delhi have been spending heavily in traditional OOH, whereas south based players are also actively visible in premium ambient media like airports.
The education sector with large focus on Q1 dominates the other category spends though their spends have reduced compared to H1 of 2012. In the media & entertainment category, TV channels particularly the GECs hold a substantial pie in the OOH share of spends. Jewellery brands like Tanishq has been spending heavily along with south based brands like Malabar and Kalyan on their store launch across various towns using OOH to create awareness. There has been a 28 per cent rise in their spends observed this year as compared to H1 2012.
Many other sectors slightly exceeded their spends in the first half this year as compared to last year making the overall OOH share of spends bigger and thus creating an 8 per cent growth as compared to 2012. Categories like banking, mobile handsets, airline operators, housing finance, life insurance, retail (particularly the innerwear segment) and healthcare saw greater growth as compared to last year’s first half.
Two-wheelers have emerged as one of the most active spenders in the first half of 2013 as compared to the same time in 2012, registering a growth of at least 50 per cent. Brands like Hero Motocorp, Bajaj and Honda have captured the roads with larger than life displays for their two-wheelers.
The first half of fiscal year 2013 also saw a decrease in spends by the top OOH spenders like automobiles (four wheelers) and mobile services.
Laqshya Media Group COO Atul Shrivastava said, “The overall OOH pie has grown 8 per cent this year as compared to same period last year. There has been a moderate growth in various other sectors but OOH that has traditionally thrived on automobiles and mobile services took a hit. Big players in the four- wheeler category like Hyundai and Tata Motors-owned Jaguar Land Rover have been successfully banking on OOH long term sites to create brand salience. The only spike observed in the category was during the brand launch of Honda Amaze and Chevrolet Sail.”
AD Agencies
Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
