The metro train routes extends to non-metro cities, advertisers got new lines to monetize on!

Out of Home advertising in the form of transit advertising has been the prime media for advertisers who aim at disseminating a brand’s message to larger audience at once. When the metro trains came into existence in the capital city, Delhi, it opened up lot of opportunities for advertisers to grab the attention of mass audience at a place which is visited by riders on daily basis. Metro trains have been so popular in India that they have become one the most affordable, safest, fastest and comfortable transportation facility availed by common people. Currently there are 15 metro systems that cover a distance of 810km in different cities in India. The popularity and demand of metro has pushed the government to launch metro system in non-metro cities as well. At present the metro train facility is available in 15 cities that includes, Delhi, Mumbai, Chennai, Bengaluru, Kolkata, Nagpur, Kochi, Gurugram, Noida, Pune, Hyderabad, Ahmedabad, Lucknow, Kanpur and Jaipur. Apart from these metro-cities, the metro system is soon to extend its route in non-metro cities like Meerut, Agra, Bhopal, Indore, Navi-Mumbai, Surat, Patna, etc. As much as it is going to facilitate the people of smaller cities as an efficient public transportation, it will also bring huge opportunity for brands and advertisers to interact with the audience at well maintained, structured and organized metro stations and metro trains. The smaller cities do not have highly maintained building and structured advertisement buildings but with metro stations this problem will get resolved. With metro entering smaller cities, both premium and local brands get the opportunity to interact with their target audience at one place. For brands with limited advertising budget, low-budget displays come as affordable yet highly effective advertising option at metro stations. Brands can also choose options like coach-branding where the brand ads are placed on set number of coaches instead of all the coaches of the train. For instance, Medimix Soap opted for only female coach branding by placing Medimix Beauty Soap ads inside-out on female boogies only. Premium brands with extensive advertising budgets can go loud through metro train branding with options like full train wraps or station-branding. In cities like Delhi, big brands get complete station branding rights. Here, brands are free to use the metro station’s property for placing ads anywhere in the entire building as well as change the color and name the station on the brand’s name. The best example of station-branding includes Delhi’s Karol Bagh metro whose station branding rights are owned by popular IAS coaching institute, Drishti IAS. Karol Bagh has many coaching institutes as students from all over the country come here to prepare for competitive exams. They travel mostly through metro-train to save time and money. Therefore, station-branding by Drishti IAS coaching institute tries to capture their target audience, the IAS aspirants. Similarly, VIVO phone has acquired naming rights for Delhi’s Okhla Metro station. Through such initiatives, national brands and brand with good advertising budget make themselves stand-out from their competitive brands. Earlier it was challenging for the brands to calculate ROI at locations where the ridership or footfall changes every day but with programmatic out-of-home advertising, calculating return on investment is easier as well as accurate. Programmatic OOH enables advertisers to buy and manage the advertising spots at public places like metro stations. There has been rise in demand for programmatic OOH over the last few years owing to the convenience and accuracy it offers over traditional OOH. However, even with traditional OOH advertising the ROI calculation could be calculated by gauging on sale of metro tickets on daily, monthly and yearly basis. Traffic count is another variable that can be used for registering impressions and views of the ad. The experts believe that with expansion of metro system in more and more cities, the demand for ad spots at metro station is ought to rise. According to the survey conducted by BWG Strategy in November 2022, the advertisers willing to go for OOH advertising will increase by 51% in 2023. This concludes that OOH advertising in both traditional form and programmatic form will witness huge demand in near future. This demand will in turn push advertisers to opt for advertisement placement in public places like metro stations.

OOH bounces back post-covid-19

Digital advertising gripped the audience for the longest time during the outbreak of covid-19. The restrictions to move out and nation-wide lockdown forced people to spend most of their time using digital screens. These circumstances accelerated digital advertising while slowing down the out-of-home advertising owing to movement restriction. However, things are back-to- normal and people are free of covid-19 norms. The audience is out and about and experiencing life with new perspective after 2 years of lull. The post-covid-19 scenario has unleashed the power of OOH by motivating the audience to touch, feel and experiencing them physically rather than visualizing it on the digital screen. The major challenges that digital advertising is facing are: Over-intrusion: The data-driven advertising chases the audience like wild-fire. If you visit one shopping website for a product you will be drained by ad popping in everywhere and all the time on your screen. This intrusion causes irritation thereby demotivating the audience to even have a look at the digital ad. They ultimately block the ads to keep the advertisers away. Lifestyle changes: Covid-19 has already made people addicted to their screens and in order to turn to healthier lifestyle, people are now taking in firm actions to reduce their screen times. Digital-wellbeing apps and app settings help the audience to restrict their screen time as a step towards healthy lifestyle. Feel it: The audience have witnessed a scenario where touching and feeling things was restricted for almost 2 years and therefore, audience now look for opportunities to feel and experience things by themselves before making purchase. The excitement to shop after trying and experiencing things is at peak after covid-19. Digital fatigue: Binge watching, digital shopping etc. was received in full throttle during the on-set of covid-19 but now the audience is facing digital fatigue. It is a situation where people get mentally exhausted due to intense screen time.

The new guidelines calls for ban on Surrogate advertisin

The new guidelines calls for ban on Surrogate advertising The new guideline laid by the government prohibits surrogate advertising. The ban has a huge impact on various brands especially those related to alcohol and tobacco. Let’s understand what is surrogate advertising, what are the new guidelines and how it is going to affect the advertising world? Surrogate advertising Surrogate advertising as the name suggests is a way of advertising products and services that are legally not allowed for advertising in India directly. Products like alcohol and tobacco cannot advertise themselves directly on leading media like print, television and radio. But they can advertise by the means of surrogate advertising where they can promote a brand’s name through an alternate product. For instance, Bagpiper is a brand that sells hard drinks or alcohol but it advertises soda and mineral water with the same brand on leading media where it cannot advertise liquor directly. Through surrogate advertising it is trying reinforce the brand name and associate the brand with liquid products. Another popular example of surrogate advertising is brand ‘Red and White’, the brand sponsors bravery award wherein the actual product of the company is cigarettes. The bravery awards align with the brand image that have been created by ‘Red and White’ brand over the years through its tag line ‘Red and White peene walon ki baat hi kuch aur hai’. Even through brand endorsements the tobacco and alcohol brand try to convey the message in a subtle manner wherein by roping in big Bollywood celebrities they want to associate the brand with the choice of elite and famous people. Why the ban?

How to promote business on YouTube?

We know YouTube as the widely preferred video hosting platform but what might come as a surprise to you is that it is also the second most used search engine across the world. The social media and marketing platform has over 1.9 billion subscribers. The platform has gained such humongous popularity owning to its easy to use interface, high quality video content and availability of watchable free content. For brands and services, YouTube makes up for a highly rewarding marketing platform. To get on with ‘How to promote business on YouTube?’ let’s talk about ‘Why to promote on YouTube?’ in the first place. Why to promote on YouTube? As we mentioned above that YouTube is considered as an effective marketing medium but what makes YouTube stand out from other popular social media websites is listed below: YouTube is not a hybrid platform where you have written and watchable content existing at one platform. It is solely a video platform, where anything and everything is available in a video format. The video format has both audio and visual properties which makes it easy for audience to watch, learn and understand. For brands, approaching the audience through video format is highly rewarding as through videos brands can demonstrate and instruct the target audience about their product and services. YouTube act as a powerful promotional tool as one can post videos and persuade people to buy the product by showcasing the usability of the product in their lives. Also, one can share videos to as many people as they want by sending the link of the video.

Auto Rickshaw advertising in Gurugram.

Transit advertising can be practiced through the use of various vehicles acting act as carriers of advertising messages. Be it buses, cabs and auto-rickshaws, anything can be adopted to make outdoor advertising effective. Transit ads are the ads that are displayed on vehicles on the road. It falls under the umbrella of outdoor advertising. Outdoor advertising implies to any form of brand communication outside the home of the target audience. Apart from buses and cars, the most cost-effective and form of transit advertising is the auto-rickshaw advertising. They have an edge over other mediums of outdoor advertising such as buses, cars and trains for the reasons listed below: Fast and affordable: As auto-rickshaws are quick way to reach places such as central market, schools, bus and train stops and offices, they are the most used public transport by Indian audience as they are fast, safe and cheap. Privacy: As auto-rickshaw have limited space, they can carry only three people comfortably. Unlike other public transport vehicles such as taxi, buses and metro train that carry numerous people at once. Convenient: As auto-rickshaws can reach both prime residential and commercial localities as well as narrow gullies, they make sure that the audience reaches their destination comfortably. They do no leave the passengers on a point from where they might have to either walk or pick other vehicle for reaching their desired destination. Auto- rickshaw advertising benefits to bank upon:

RWA Activation: The concept and its benefits

RWA stands for residential welfare association. It is an independent organization that handles events and activities related to residential societies in metro and suburban cities in India. The organization handles all the activities related to the residential societies that fall under RWA. It a group of members that work in the interest of people living in housing societies and colonies. The aim of RWA is to resolve any problems and to provide better facilities to the residents. RWA also organizes social events, festival gatherings and sports activities etc. to entertain residents. What is RWA activation and why it is important? If we look around all we would see is numerous sky-high and fully accommodated building. The rising popularity of housing societies and residential building have increased the need of RWA bodies everywhere. Through RWA the management of housing societies becomes easier. RWA activation refers to exploring branding and advertising opportunities at residential societies. Through events organized by RWA the brands can explore the potential of residential society branding. Moreover, through activation the brands gets to put their ad material in the society premises with the permission granted by RWA. The aim of RWA activation is to let the brand interact with its target audience directly. Benefits of RWA activation: Through RWA activation the brands can advertise themselves in a conducive and clutter –free environment.