IF THE UPCOMING general elections are expected to add an estimated ₹4,000 crore to India's advertising pie this year, it is the out-of-home (OOH) segment that's likely to be among the biggest "labharthis" on the back of its ability to reach all categories of Outdoor advertising spends by political parties this year are expected to cross ₹1,000 crore, and record a jump of almost 50% over the 2019 OOH spending, which was estimated to be ₹550-600 crore.
voters.
Digital and social media is, unsurprisingly, expected to earn the most at 1,400-₹1,500 crore, followed by TV at ₹1,200 crore and 300-400 crore for print.
Explaining why the rapid growth in digital spending hasn't severely impacted political advertising on outdoor media, Noomi Mehta, chairman at Selvel One, says, "Though digital and social media have become a popular choice among political parties over the last few elections, they do not really eat into the share of OOH.
That's because both mediums work well when they are in sync with each other. What you see on your phone gets validity when the same messages are displayed on outdoor sites, especially at a time when fake news is rampant online. Outdoor serves as a powerful reinforcement tool for voters for it validates the messages they get online. It is a public promise on display, so the impact is unmatched."
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