There’s been a lot of action at TDI International lately. It is making headlines these days by acquiring new inventory in OOH business. While the industry is poised for some great growth and numbers, TDI is working towards becoming the inventory aggregator in the country.
We caught up with Mr. Hiyav Bajaj, Director, TDI International to get you a live account of the buzz. The expansion plans, his outlook on the Indian OOH industry and lots more.
We present some excerpts:-
1. How has your journey been in the OOH media Industry till date and what changes have you seen in the market?
Ever since 1986 when TDI first made its presence on the OOH Scene in India as “Advertising Rights Concessionaire” at International Airport such as Delhi, Chennai, Kolkata, etc. there has been no looking back. In the first 15 years of our operations we continued to specialize in “Airport Media” and added numerous airports in our ambit of activity throughout the Country that included all the Metro and Mini Metros. It also helped in setting up countrywide Infrastructure that is coming in handy in our other Media promotions. With the ingress of Delhi Metro Rail, it offered yet another excellent “Mass Transport Media” for exploitation and we were quick in grabbing the opportunity. The onrush of “Malls” in last few years, specially the ones like DLF Emporio that enjoys International stature, we expanded our field of OOH to this medium also. The OOH media has seen tremendous changes over the years. From crude wall posters and conventional hoardings, this “high Impact Low Cost Media” has come a long way. Today OOH media boasts of Giant Size facades, excellent designs of multi-face Billboards to Digital Screens. At TDI, we have kept ourselves updated with the latest innovations.
2. What according to you is the mantra for succeeding in the world of OOH Advertising? How do you see the relation between Media Owners, Agencies and Printers? And has the time come, where in we can see the idea of a Media Owner providing additional services like printing, to its client?
The mantra for succeeding in World of OOH advertising can be summed up in one brief sentence “Delivering high impact creative Brand Message to Optimum Target Audience that will ensure recall”. It sums up all the pre-requisites of success in OOH media. The creative must generate the desired impact, and the site location should be selectively chosen to reach the maximum target audience for best recall value. Yes the time is come to provide all functions of Media Owners, Agencies, printers, etc. under one roof. At TDI, we have been providing all such services for a very long time.
3. Can you share with us the investments made by TDI International, both in terms of accountability and maintenance of existing mediums?
With the passage of time we have changed and upgraded our Hardware to match and surpass the best in the world. Apart from the new Super Bright Light Boxes, we have introduced very sleek Scrollers that go upto 20 feet x 10 feet; Flat Trivions, 360 Rotating Trivisons, LED Screens etc. At all our properties we have well trained Composite team comprising Supervisors, electricians, mounting staff and cleaning people. It is always remained our constant endeavor to provide our clients with the best after sales service.
4. You have recently won the advertising rights for Cochin Airport, Goa Airport, DLF Malls and Metro Stations in Delhi? What’s the Success Mantra?
The success in our recent winning of advertising rights awards is purely attributed to our Thorough Knowledge of the commercial value enjoyed by these properties. Our 23 years of hands on experience and relationships with our clients, has played pivotal role in accurate assessment of commercial viability of each of these Mediums.
5. Is the OOH industry doing enough to foster new formats and has the global consolidation of media owners helped this?
Yes, OOH Industry in India is doing enough to foster new formats. Even a cursory glance by a professional observer would confirm the fact that the days of crude “Wall Written Slogans along the railway tracks” and tin painted hoardings are over. Innovations in conceptual designs of hardware as also digital technology are revolutionizing the OOH Media.
6. How is outdoor advertising evolving as an industry? How different is the OOH industry compared to what it was few years back?
I have already explained the evolution of OOH Industry in India. Today the Industry enjoys a professional standing that is comparable to the best worldwide practices.
7. How far has the use of research in OOH come both nationally and globally? Is there a huge generation gap in the way OOH is research is employed in India when compared to globally. And how can things change?
Research plays an important role in OOH. The number of scientific studies, traffic analysis, audience quizzing and scientific co-relating the data is catching on. These have also helped in drawing up econometric models for major metros and mini metro cities. Indigenous practices and procedures are at power with the global standards.
8. How do you see the Indian OOH industry today? What is its current size?
The current size of OOH Industry as of 2008 data is Rs. 1500 crores. It is expected to remain nearly the same for 2009 and then is expected to grow at 10 to 11%.
9. According to you, what are the major challenges facing the outdoor industry?
The major challenges faced by the OOH Industry today are uncertain environments due to constant changes of government rules and procedures and absence of any predefined standards. The other routine challenges being faced by the industry are accountability and measurability of this medium. Finally the major shrunk in advertising budgets by usual ad spenders specially the financial services.
10. How has TDI International evolved over the years?
Over the last 23 years, TDI has grown from a handful of beginners to a highly professional organization that is abreast of current state-of-art international practices. This has been possible through a flexible approach and constant endeavour to keep updated. Nobody disputes the Leadership Status being enjoyed by us in airport arena today.
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