OOH ........... Fighting for the share of the PIE!!

OOH.....  companies are advertising themselves... An irony isnt't it???  BTW OOH is Out of Home advertising!!

A contact 

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number with the name of the media owner on a white background. That’s what a vacant hoarding looked like until a few years ago. But no more.

Bright Outdoor Media, for instance, now has this message: “Every day, we talk to 1,000 million people in every corner of India.” 

The game seems to changing fast in the OOH space. Players in this segment, be it small or big, have realised the importance of self-branding. 

Another OOH player in Delhi and Uttar Pradesh, Origins, has put up a hoarding for self-branding, which shows the close-up of an eye that has a cracked lens. The one-liner on the hoarding says, “Hit for sure”. The company logo, along with the contact numbers, appear at the bottom of the hoarding. Interestingly, the creative was done in-house.

Many of us, who thought of OOH media owners as frumpy and old-fashioned, have now been left wide-eyed with wonder at the visible changes on existing site displays. 

A senior industry observer corroborates, "Traditionally, OOH companies are considered to be conservative. They do not believe in self-promotion or self-branding activities. But the game seems to be changing now, especially after the entry of new players in this space. These players entered the market with a proper communication plan to promote themselves, like media owners in any other category, be it print or television."