New Delhi: As lockdown across the country eases, advertisers have loosened their purse strings and resumed spending on ad campaigns to lure buyers.
Within days of malls, shopping complexes and airports opening advertising spends have gone up, with volumes touching almost 30-40% of the pre-covid days, say top media buyers in the country.
“Things are much better now as malls and several shopping complexes have reopened. In two weeks we expect more people to come put of their houses. July onwards things will be much better,” said Naveen Khemka, CEO South Asia, MediaCom.
“In May second half some opening up had started and progressively in June more businesses opened which will lead to more demand and more advertising. But it will not be a great year,” Ashish Bhasin, CEO APAC and Chairman India, Dentsu Aegis Network.
“Three months is a long time for brands to stay away. So I think those advertisers who stayed away should find themselves back on the advertising circuit over the next one or two months although volumes will continue to be under pressure,” said Sam Balsara, chairman and managing director of Madison World and Madison Communications.
Apart from this mass media like television and print, outdoor advertising has also seen an uptake. “Occupancy has gone up, especially in tier ii and tier iii cities where the response is pretty good. Opening up of airports has also given a boost,” said Atul Srivastava, COO, Laqshya Media
