Outdoor as a medium has a huge potential for the white goods category - Sumit Majumdar

Although white goods are available online, majority of the purchases occur at malls, showrooms and electronics goods stores. Outdoor advertising on the high street and in shopping centers catches potential customers while they are in shopping mode. Interactive screens, LED panels etc. coming up at malls & multiplexes hold immense potential in terms of customer involvement, interactivity and last mile conversion.

A white good print advertisement not only projects the brand, the message and values but also technical specifications and performance related data that a customer seeks. With an increasing working population and changing lifestyle, people are spending more time outdoors leading to exponential growth of the transit medium. With more women acting as both buyer and end user, it makes sense of advertising white goods out of home. Also, outdoor advertising is a cost-effective, high frequency medium to maximize reach in Tier II & Tier III cities.

In major cities like Mumbai demand outstrips supply.Every advertiser wants the best visibility, whatever the cost. The lack of uncluttered quality locations is also pushing up prices. Billboard rentals have been growing by 15% to 20% every year for the last few years. However, creative billboards still break through the clutter by demanding the attention of a captive audience. Outdoor media is high frequency, raises brand awareness and influences purchase decisions especially when set up near the purchase location. When strategically implemented, it provides more bang for the buck.