It’s on! – Media Expo New Delhi 4 to 6 December 2020

Impact of physical advertising to remain irreplaceable

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Media Expo New Delhi
Raj Manek, managing director of Messe Frankfurt India Photo Messe Frankfurt India

According to a press release from Messe Frankfurt India, the organizers of the Media Expo exhibitions in India say that the Indian economy is gradually re-opening, and outdoor interactions are returning to normal. They expect the indoor, outdoor, and signage advertising segments will re-emerge as credible advertising mediums for B2C communication.

The change in the nature of B2C interaction has altered the perception of advertising. Before the lockdown, India’s out-of-home advertising segment was growing at a healthy rate, estimated to gain a 6% share in ad spend by the end of 2020. However, due to the pandemic, the physical advertising segments have been facing a slowdown, like many other industries.

For decades, the indoor, outdoor, and signage advertising segments in India have allowed businesses to connect with their audience personally and emotionally. With restrictions on trade and consumer mobility now being slowly lifted, the level of outdoor interactions is returning toward normal. These segments will make a comeback as “credible advertising mediums for B2C Communication,” affirmed Raj Gopal Iyer, GM – Marketing, Infiniti Retail (Croma), during the Media Expo webinar on ‘Behavioural change in indoor and outdoor advertising after Covid-19’ organized by Messe Frankfurt India.

Consumer behavior is expected to change post-pandemic. Many consumers who have been dormant in their buying habits will turn to ‘revenge shopping,’ and demands from these players will immediately permeate the market post lockdown. “Hence, the goal of advertising will be to draw demand from ‘revelation buyers’ and ‘restricted buyers’ who will be much more reclusive in their buying,” shared Ambi Parameswaran, Brand coach and founder, brand-building.com, during the same webinar.

Virtually syncing during the lockdown 

Messe Frankfurt India’s virtual webinars for Media Expo have played a crucial role in keeping the printing, advertising, and signage fraternity in sync throughout the lockdown. The insights gained during these webinars will help the organizer create a much better-equipped platform for B2B reconnection through its upcoming exhibition.

“Both the digital and the physical advertising mediums will be equally crucial for businesses to re-engage with their customers in the new normal. However, physical advertising mediums like indoor, outdoor, and signage will hold a significant value for marketers as the impact of personal touch that they have on customers will remain irreplaceable. I, therefore, believe that as the economy heads towards total unlock, these mediums are bound to make a strong comeback,” states Raj Manek, executive director and board member of Messe Frankfurt Asia Holdings.

The new edition of Media Expo New Delhi (set to be held from 4 – 6 December 2020) will bring various innovations from manufacturers of indoor, OOH, and signage solutions to brands, agencies, and vendors. Equipped with smart solutions and a rejuvenated approach for the future, the physical advertising fraternity will undoubtedly be able to bounce back ever so strongly.

2023 promises an interesting ride for print in India

Indian Printer and Publisher founded in 1979 is the oldest B2B trade publication in the multi-platform and multi-channel IPPGroup. While the print and packaging industries have been resilient in the past 33 months since the pandemic lockdown of 25 March 2020, the commercial printing and newspaper industries have yet to recover their pre-Covid trajectory.

The fragmented commercial printing industry faces substantial challenges as does the newspaper industry. While digital short-run printing and the signage industry seem to be recovering a bit faster, ultimately their growth will also be moderated by the progress of the overall economy. On the other hand book printing exports are doing well but they too face several supply-chain and logistics challenges.

The price of publication papers including newsprint has been high in the past year while availability is diminished by several mills shutting down their publication paper and newsprint machines in the past four years. Indian paper mills are also exporting many types of paper and have raised prices for Indian printers. To some extent, this has helped in the recovery of the digital printing industry with its on-demand short-run and low-wastage paradigm.

Ultimately digital print and other digital channels will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future. For instance, there is no alternative to a rise in textbook consumption but this segment will only reach normality in the next financial year beginning on 1 April 2023.

Thus while the new normal is a moving target and many commercial printers look to diversification, we believe that our target audiences may shift and change. Like them, we will also have to adapt with agility to keep up with their business and technical information needs.

Our 2023 media kit is ready, and it is the right time to take stock and reconnect with your potential markets and customers. Print is the glue for the growth of liberal education, new industry, and an emerging economy. We seek your participation in what promises to be an interesting ride.

– Naresh Khanna

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