Airport advtg offers new avenue for OOH players

The rapid growth in the airport retail business in India, triggered primarily by increase in passenger traffic and innovations in advertising, has brought about a robust revenue stream for the out of home players.
According to a boutique retail consultancy, the airport retail business in India topped $1 billion in revenues during 2011, on the back of increased airport traffic and more people shopping on the go. Hiyav Bajaj, Director, TDI International India (P) Ltd, believed that this would augur well for the OOH business this year, provided the advertisers were ready to take advantage of the rapidly changing profile of the ‘air traveler’ in India. He said, “The industry should realise that today’s air traveler is not limited to the ‘high flyer’ category, but belongs to a category that covers a broad range of decision makers with real purchase capabilities.”
Bajaj pointed out, “The last few years have seen a revolutionary change in airport advertising concepts. Today, the changes that you see are due to larger airports, larger formats, brilliant innovations, and new technologies such as Bluetooth, etc. The execution has also seen a revolutionary change. It is much faster. To give you an example, TDI’s pan-India turnaround time for launch capability has been as low as 17 hours.”
22/02/12 Priyanka Nair/Exchange4media.com

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Categories: airports Feb 2012