Business
Madison’s Outdoor reach
Realizing the need for an agency “that can evangelize the medium and exploit every out-of-home opportunity,” Sam Balsara, chairman and managing director of Madison Communications Private Limited, one of India’s largest diversified communication groups, launched a second outdoor agency – Platinum Outdoor – on January 12, 2007, notes a press communiqué.
“I see Outdoor as playing a more important role in the advertisers’ marketing plans in the near future, given the clutter in established mass media like print and TV,” conveyed Balsara, adding, “Whilst some sectors like telecom, financial and media have used Outdoor to their advantage, many others haven’t because media agencies are not convinced or are not alive to the opportunities that Outdoor can offer…We are looking to making Platinum our second network with its own repertoire of specialist units including media.” Madison Outdoor Media Services (MOMS), the earlier outdoor agency from the Madison stable, has about 10 percent of the total outdoor market and with Platinum they plan to capture another 10 percent within the next two years. The outdoor market in India is estimated at about Rs 1,150 crore in a total advertising market valued at Rs 16,500 crore, mentions Balsara. In the absence of a national policy on outdoor advertising, “international players will hesitate to make substantial investment as site ownership is subject to government permissions and individual whims,” Balsara was quoted in Business Today, June 3, 2007.
“I see Outdoor as playing a more important role in the advertisers’ marketing plans in the near future, given the clutter in established mass media like print and TV,” conveyed Balsara, adding, “Whilst some sectors like telecom, financial and media have used Outdoor to their advantage, many others haven’t because media agencies are not convinced or are not alive to the opportunities that Outdoor can offer…We are looking to making Platinum our second network with its own repertoire of specialist units including media.” Madison Outdoor Media Services (MOMS), the earlier outdoor agency from the Madison stable, has about 10 percent of the total outdoor market and with Platinum they plan to capture another 10 percent within the next two years. The outdoor market in India is estimated at about Rs 1,150 crore in a total advertising market valued at Rs 16,500 crore, mentions Balsara. In the absence of a national policy on outdoor advertising, “international players will hesitate to make substantial investment as site ownership is subject to government permissions and individual whims,” Balsara was quoted in Business Today, June 3, 2007.
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