On the back of a great 2014, the OOH sector is hoping to build on its success in the coming year too. With political stability in the centre and certain sectors like automobile and telecom once again ready to spend, agencies are expecting ad spends to increase even further this year. However, there are still some hiccups with traditional spenders like retail and real estate. Sanjeev Gupta, MD of Global Advertisers, says there is enough existing, ready to sell real estate stock to last two years. This coupled with liquidity crunch and high lending rates have made the going tough for the real estate sector, he claims. “These factors are at work across all important sectors like retail, manufacturing, jewellery and apparel, electronics and banking. One expects these conditions to prevail for the better part of next year. The most important response from the advertising industry to these challenges has been a willingness to craft campaigns that are shorter, cost-friendly and also make concessions in bill settlement schedules for clients,” he opined.
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