{"id":1981,"date":"2013-07-02T12:23:00","date_gmt":"2013-07-02T12:23:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=1981"},"modified":"2022-09-02T12:26:15","modified_gmt":"2022-09-02T12:26:15","slug":"blank-billboards-wait-for-ads","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/blank-billboards-wait-for-ads\/","title":{"rendered":"Blank billboards wait for ads"},"content":{"rendered":"\n<p> <i>Priyanka Pani, The Hindu Businessline<br>\n              Mumbai, July 16, 2013<\/i><\/p>\n<div class=\"row\">\n<div class=\"col-sm-4\">\n              <p><img decoding=\"async\" data-src=\"https:\/\/www.thirdeyesight.in\/wp-content\/uploads\/2022\/09\/billboards.jpg\" class=\"img-fluid d-block lazyload\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\"><\/p><\/div> \n<div class=\"col-sm-8\">\n              <p>It is definitely a slowdown when marketers desperately woo shoppers \n                with deep discounts. <\/p>\n              <p>And things are definitely heading towards an economic slump when \n                they cut down on advertisements, especially hoardings and billboards. \n                A drive from Nariman Point in South Mumbai towards the suburbs \n                on the expressway says it all.<\/p>\n              <p>At least four out of six billboards on this stretch have gone \n                blank, waiting for advertisers. Clearly, advertising and promotional \n                spends are shrinking even as the supply of such ad space outstrips \n                demand in the metros. <\/p><\/div><\/div>\n              <p>Prices for some billboards are down 30-40 per cent this year, \n                say industry sources. The current rate for a billboard on Marine \n                Drive or Western Express Highway is Rs 2-8 lakh a month, depending \n                on the size. Last year, it was Rs 8-12 lakh. In the last three \n                years, advertisers have cut outdoor ad spends by 30-40 per cent, \n                according to media buyers. Roshan Publicity, Selvel, Alkah, Laqshya, \n                Zenith and Hansa are among the big players in billboard advertising.<\/p>\n              <p>&#8220;There has been a dip in bookings and prices. Monsoon is \n                a lean season. That apart, there is a general slump in the industry \n                as well,&#8221; said Rushabh Mehtalia, Brand Manager at Bright \n                Outdoor.<\/p>\n              <p>New media such as advertising in airports, and on buses and trains \n                is witnessing rapid growth and taking a larger share of the pie, \n                according to KPMG.<\/p>\n              <p>The business has also been affected by telecom and financial \n                services companies cutting ad budgets. However, luxury real estate, \n                entertainment, automobiles, consumer durables and jewellery are \n                regular advertisers. Of late, educational institutions, too, are \n                using this medium, though it is a seasonal phenomenon.<\/p>\n              <p>Brand consultant Harish Bijoor says lack of innovation is making \n                advertisers shun the out-of-home (OOH) segment. &#8220;In today&#8217;s \n                highly cluttered marketing economy with myriad channels and publications, \n                OOH needs to do different to stand out,&#8221; he says.<\/p>\n              <p><b>Devangshu Dutta, founder of marketing research firm Third \n                Eyesight, says that regulatory issues such as heavy licence fees \n                and taxes, and the lack of a unified common measurement platform, \n                have hit the hoarding business.<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Priyanka Pani, The Hindu Businessline Mumbai, July 16, 2013 It is definitely a slowdown when marketers desperately woo shoppers with deep discounts. And things are definitely heading towards an economic slump when they cut down on advertisements, especially hoardings and billboards. A drive from Nariman Point in South Mumbai towards the suburbs on the expressway [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[3],"tags":[],"class_list":["post-1981","post","type-post","status-publish","format-standard","hentry","category-press-quotes"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Blank billboards wait for ads - Third Eyesight<\/title>\n<meta name=\"robots\" content=\"index,follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myechoproject.com\/TES\/blank-billboards-wait-for-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Blank billboards wait for ads - Third Eyesight\" \/>\n<meta property=\"og:description\" content=\"Priyanka Pani, The Hindu Businessline Mumbai, July 16, 2013 It is definitely a slowdown when marketers desperately woo shoppers with deep discounts. 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