Clients want more display of their ads, go back to the traditional flex hoardings.
Whether you loved them or cursed the huge LED screens for distracting you at the signals, it surely appears that the screens’ glitter has lost its sheen for the advertisers. For, Ahmedabad Municipal Corporation (AMC) has received only six applications for LED screen installation permission in the last year, which is far below what AMC received in initial years. Though the bright LED screens grabbed a lot of commuters’ attention, advertising agencies are no more attracted towards the LED sparkle, if AMC data is anything to go by.
AMC’s estate department, which grants permission for installation of hoardings, found that the number of applications for LEDs has significantly reduced. “LEDs began in the city in 2011 and since then we have been receiving numerous applications. In the same year, we received nearly 16 applications asking for permission and all of them were approved. But in 2012-13, we received only six applications, which is a drastic reduction,” said an official of AMC’s estate department, requesting anonymity. The civic body is yet to total this year’s application numbers. And that’s not all. If the advertisers are moving away from the LEDs, surprisingly they are moving towards the conventional hoardings these days. Recently the huge LED outside Vastrapur lake has been replaced by a conventional hoarding. Explaining why advertisers are moving from the advanced LED to hoardings, Saket Shah said, “The advertisers have realised that LEDs are expensive to install and involve a lot of maintenance cost. Not only this, when given a choice, the clients find it expensive to advertise through LEDs as hoardings are available at half the price.” He also said that visibility or hammering of a product is low in LED as 5-10 minute video continuously is played and not necessarily it catches the eye of each commuter. Against this, hoardings help in continuous hammering of the product, said the advertiser.
“Consider a video of five minutes that has five advertisements and is played on LED. During the first ad, only five commuters will stop at the signal and watch the video and maybe during the fifth video, 50-odd people will see the ad. For this, a client will not shell out a lakh or more rupees for such an ad, where visibility is uncertain,” added Shah, who’s been in the advertising field for 13 years in the city.
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