Rev Up Your Brand's Exposure with the High-Speed Delhi-Mumbai Expressway OOH Route!

The Delhi-Mumbai expressway, hailed as India's monumental infrastructure project, has put the OOH sector into high gear. As India's longest expressway, spanning 1,386 kilometers, it has significantly reduced travel time between Mumbai and Delhi to only 12 hours, down from nearly 24 hours. The expressway's completion is anticipated by January 2024, with progress being made on multiple routes. Recently, PM Narendra Modi inaugurated the Sohna to Dausa stretch, which is expected to cut the distance between Gurgaon and Jaipur by two hours.

Various brands in the automotive, food, and travel industries are eager to leverage DOOH and OOH contextual and regional advertising, given the ease of capturing an audience's attention while they're on a long road trip. With such an extended stretch of road, it is easy to target travelers' attention and market to them effectively.

Confirming the potential, Tanvi Bosmia, Associate Account Director, Brand Experience, SoCheers, says given the distance, travel time and states it will traverse, the expressway will help brands attain a total market coverage and reach a wider audience within a short span of time.

Mitesh Kothari, Co-founder and CCO, White Rivers Media, is also expecting exponential growth in OOH marketing this year overall as more and more offices have completely reopened and travel has resumed after the long pandemic fear and restrictions.

"With the new Delhi-Mumbai Expressway, people are going to feel even more upbeat and motivated to travel for both leisure and work. It’s a golden moment for brands to go strong with strategic OOH advertising and unlock tremendous growth possibilities," he says.

A report by AdEx India predicts a CAGR of 11.5% for the OOH advertising industry in India between 2020 and 2025. Additionally, a Nielsen study showed that OOH advertising can increase brand awareness by up to 54%.

Vikas Kumar Mangla, Founder and CEO, Digital ROI, says targeted message is essential for brands to connect with their intended viewers.

He cited Airtel's DOOH campaign in 2019 targeting truck drivers as an example. In the campaign, digital billboards displayed information about Airtel's mobile data plans, and entertainment options such as movies and songs that truck drivers could stream on their mobile devices.

The Delhi-Mumbai expressway, spanning across six Indian states including Delhi, Haryana, Rajasthan, Madhya Pradesh, Gujarat, and Maharashtra, is poised to become a hotbed of activity for the OOH industry. This massive highway connects major cities such as Kota, Indore, Jaipur, Bhopal, Vadodara, and Surat, making it an ideal spot for brands to showcase their products and services to a diverse range of travelers, from business professionals to vacationers.

Brands in the OOH industry can leverage the high volume of traffic on the Delhi-Mumbai expressway by placing large-scale billboards, digital displays, and interactive installations along the route. By creating visually stunning and captivating content, they can effectively capture the attention of drivers and passengers and create a lasting impact on their target audience.

"Targeting a wide audience on the Delhi-Mumbai expressway demands attention to the number of impressions and dwell time your media site can generate," asserts Sailesh Muthu, CEO of AdMAVIN, a leading player in the OOH industry. "AdMAVIN is here to provide the necessary metrics for optimal viewability and dwell time, maximizing brand exposure on this high-traffic route." Sailesh defines dwell time as the average duration that an observer spends within the viewability zone of a media site before moving past it.