Times OOH unveils new brand identity



Times OOH, a leading player in the Indian out-of-home (OOH) media sector just unveiled a new brand identity from Times OOH Media to Times OOH. The need for a new visual identity emerges from vision for an aggressive growth trajectory being charted out by the Management. Times OOH is a trademark of Times Innovative Media Ltd. (TIML), which is a 100% Subsidiary of Entertainment Network India Ltd. (Times Group), listed on BSE/ NSE. Times OOH has been in the forefront of introducing new technology and innovation in the digital OOH space.


Recognizing the strong long term potential of the Out of Home media business and the attendant capital requirements, the Board of Directors of TIM recently approved raising capital up to Rs. 500 crore. With infrastructure development driving site addition and organized participation bringing in investments, the Indian outdoor advertising space is expected to grow 17% CAGR over 2006-11 to Rs. 21 bn. While contribution of outdoor advertising (6%) to the ad pie is higher in India vis-àvis the global average of 5.3%, the potential is still largely untapped. Factors like fragmentation, unorganized participation and poor quality of advertising sites had restricted players’ ability to market and thereby invest further.


In an environment when out-of-home sites in India were predominantly owned or operated by small, local players and are typically, directly marketed by them to advertisers and advertising agencies, Times OOH stands out as a marked contrast. Its success stems from its ability to provide geographic flexibility of the highest order to the advertiser. Coupled with innovations that allow this medium to be used for mass segments as well as niche segments, Times OOH managed to bring to life OOH advertising’s inherent benefits of freshness, freedom and scale.


“The emergence of newer sites, increasing investments and better display quality is going to spell a golden period for the OOH media sector as a whole,” says Mr A P Parigi, MD, ENIL. “The thrust on heavy infrastructure development has invariably given rise to premium advertising opportunities such as airports, metro rails and retail malls. With the new identity and planned initiatives we are confident of achieving new milestones for Times OOH” he added.