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Advertising in India has known one prominent name since the last 26 years. The name is TDI International India P Limited, a company providing complete solutions for all your advertising needs. The extraordinary range of TDI can be imagined from the fact that it offers excellent services in Airport Advertising India, Delhi Metro Advertising, Internet Advertising, and Mobile Advertising. Be it the medium of OOH Advertising or Online Advertising, TDI has been a name trusted by brands for high impact coverage across India.
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www. tdiindia.com · [email protected]
New Delhi, India
Gateway To Affluent Decision Making
Consumers in India
2
TDI Corporate Overview
TDI is one of the largest OOH Media companies in India
3
Established in 1986, TDI remains the largest OOH Media
companies as well as airport advertising agency in India
TDI introduced systematized Airport advertising way back
in 1986
It provides extensive range of OOH media services
including Airport advertising, Metro advertising, internet &
mobile advertising, including strategic planning, media
buying and creative solution
TDI is the oldest and the most recognized name in the Indian OOH Advertising sector
1986 1987 2003 20051992 2007 2009
Participates and Wins
Advertising Rights for first ever
AAI tender
Expands to Key metro Airports in
India
Starts TDI Media
Services – An Outdoor Advertising
Agency
Forays into Advertising
at Delhi Metro
Railway Stations
Launches MAD – The Internet &
Mobile Advertising Agency arm
Establishes Vista Retail to grab the Mall Retail Advertising opportunity
Commences Airport
Advertising business
from New Delhi
Most experienced and the single
largest airport advertiser in India
Exclusive rights in 9 airports and 22 DMRCs in Delhi
Pan-India presence with 16 offices and over 500 satisfied customers
Integrated Business Model providing extensive range of OOH media services
4
Pioneer & largest airport advertising company in India Exclusive advertising rights for 9 airports across India 5,779 advertising sites spread across high visibility zones of
country wide terminals Highest non-traffic revenue contributor to Airports Authority
of India
TDI Airport Advertising
TDI Metro Advertising
TDI Media Services
MAD
Exclusive advertising rights of 22 Delhi Metro Stations 750 advertising sites spread across strategic locations 5-year long contracts ensuring sustained visibility & assured
service
Specialized out of home media agency with 8 years of experience offering one stop solutions for advertising and media solutions to the clients.
Provide strategic planning, media buying & media executions
Over 40 key clients and 680 websites across the Internet & Mobile advertising domain
Strong international relationships with major Ad Server networks
Integrated business model enables TDI to offer entire gamut of OOH advertising solutions under one roof to all its well known National & International client Brands
PAN India presence to provide diverse options and nation-wide campaigning to clients
5
TDI has a pan-India presence with airports, 22 Metro Stations in its portfolio
22 offices serving clients in every part of India
Exclusive rights to advertise at:
• 9 Airports• 22 Delhi Metro stations
Also provides mobile and internet advertising services
• Clients can roll-out a campaign nation-wide without any implementation challenges
• All round visibility, diverse options and real time service to the clients
TDI Offices
Airports under TDIMetro
Stations under TDI
North
•DMRC Stations
East
Kolkata
South
Chennai
Calicut
Tirupati
Cochin
Trivandrum
West
Ahmedabad
Pune
Goa
6
TDI Airports
Passenger traffic at TDI Airports is poised to witness strong growth (1/4)
7
7 %FY11
FY12
12,049,679
.0
12,925,218
.0CHENNAI
7 %FY11
FY12
9,631,672.
0
10,303,991
.0KOLKATA
KEY GROWTH DRIVERS >AIRPORT > YOY GROWTH(2011-12)
PASSENGER TRAFFIC (In
MN)
Third highest airport traffic among all airports in India, fourth largest metropolitan in the country
Accounts for 60% of the Automotive exports of India. Base for a large number of automotive companies such as
Hyundai, Ford etc.
Second largest exporter of software information technology (IT) and information-technology-enabled
services (ITES)
Fifth highest airport traffic among all airports in India, third largest metropolitan in the country
Hub of the metal industry in India. Houses many companies such as Tata Steel, Exide Industries,
Electrosteel etc.
Main business commercial and financial hub of eastern India and the northeastern states
8
8%
KEY GROWTH DRIVERS >AIRPORT > YOY GROWTH(2011-12)
Passenger traffic at TDI Airports is poised to witness strong growth (2/4)
COCHIN
AHMEDABAD
TRIVANDRUM
14%
1%
Major commercial hub in Gujarat, one of the fastest growing and business-friendly states in India
In 2010, the Forbes magazine rated Ahmedabad as the fastest growing city in India, and third in the world
Strong industry hub, ranging from ship building to handicrafts and petrochemical refining to international
spice trading
Destination for roaring in vogue spiritual & health tourism
Largest, most populous city in Kerala. Houses many government offices and Science & Technology institutions
IT hub, with over 80% of the state's software exports
FY11
FY12
4,340,736.0
4,717,671.0
PASSENGER TRAFFIC (In
MN)
FY11
FY12
4,043,475.0
4,695,098.0
FY11
FY12
2,526,905.
0
2,555,227.
0
9
KEY GROWTH DRIVERS >AIRPORT > YOY GROWTH(2011-12)
Passenger traffic at TDI Airports is poised to witness strong growth (3/4)
PUNE
GOA
8.7%
6%
17.2%
Is the biggest Pilgrimage center of the world and draws millions of Pilgrims.
The city is a major economical and educational hub in the southern region of the state.
One of the fastest growing airport in terms of traffic in India. Has the highest per capita income in the country
Emerging as a IT hub (such as Infosys ,Wipro, TCS, Cognizant, and IBM) and manufacturing companies
One of India's richest states with the highest GDP per capita (two and a half times that of India)
Tourist paradise of India, Goa is renowned for its beaches, places of worship and world heritage architecture
PASSENGER TRAFFIC (In
MN)
28 %
FY11
FY12
173,987.0
240,681.0
FY11
FY12
2,808,939.0
2,991,639.0
1%
TIRUPATI
FY11
FY12
3,080,037.0
3,118,974.0
10
KEY GROWTH DRIVERS >AIRPORT > YOY GROWTH(2011-12)
Passenger traffic at TDI Airports is poised to witness strong growth (4/4)
CALICUT
7 %
Main commercial city of Kerala. Centre of trade for commodities like pepper coconut, coffee, rubber, lemon
grass oil etc.
Planned projects: Birla IT park (at Mavoor), Cyber park and Malaysian satellite city (at Kinaloor).KINFRA has
plans to set up a 400 acre industrial park
• Overall 8% growth in air travelers through TDI Airports across India in FY12 vis-à-vis FY11.
• 16 % of India’s SEC AB Urban Male 25-55 population numbers (primary decision makers) travel through TDI Airports every month.
PASSENGER TRAFFIC (In
MN)
FY11
FY12
2,059,979.0
2,209,636.0
TDI airports are more cost effective than privatized airports such as Delhi & Mumbai
11
Total Cost INR 60 Lakhs
Annual Passenger Traffic 2,06,67,113
Monthly Passenger Traffic 17,22,259
70% of monthly passenger traffic
12,05,582
Cost per thousand (in INR) 4,977
~5 times the cost of TDI airports
Delhi domestic airport
Total Cost INR 43 Lakhs
Annual Passenger Traffic 1,99,95,453
Monthly Passenger Traffic 16,66,288
70% of monthly passenger traffic
11,66,401
Cost per thousand (in INR) 3,687~4 times the cost of TDI airports
Advertising cost at Delhi and Mumbai airports is 4-5 times of the advertising cost at TDI airports
Mumbai domestic airport
English business newspaper
The Economist
Forbes magazine
Fortune magazine
Delhi airport
Mumbai airport
TDI airport
Business news TV channel
General news TV channel
0 5,000 10,000 15,000 20,000
15,000
10,357
8,000
7,941
4,977
3,687
1,100
1,000
850
Cost per thousand (CPT) (in INR)
Due to low CPT and low spillage (as airports are frequented by high income group), TDI airports
are more cost effective than other mediums
The cost per thousand
impressions to reach the
same target group for TDI
Airports is lower than
Mumbai and Delhi airports
and high end magazines
TDI’s Airport have a significant National Reach
12
Source: Airports Authority of India – w.aai.aero/traffic_news/apr2k12annex3.pdfNote: * Assuming that 77% of airline passengers are SEC AB males and 87% are in the age group of 25-55. We have not considered duplication factor or frequent fliers amongst air travelers.; Multiple Exposure: Many passengers are from outside the city or the same passengers travel frequently leading to multiple exposures
60%
71%
172%
377%
352%
484%
498%
90.0%
Pune
Kolkata
Ahmedabad
Chennai
Trivandrum
Cochin
Goa
Calicut
Very High Reach with Multiple Exposures
High Reach with Multiple Exposures
Medium-High Reach
Airport-Wise Reach (% of SEC AB Males in the City)
40 Lakh High End Customers
• More than 40 lakh high end consumers travelled through the TDI Airports in June’11 growing at a rate of 11% from April’11
124% Reach of SEC AB in TDI Cities
• 124% of the SEC AB urban Male 25-55 population in the TDI cities travel through TDI Airports every month, indicating multiple exposures
16% All-India Reach of SEC AB
• TDI airports reach 16% of India’s SEC AB urban male population in the age group of 25-55 in India
TDI has the fastest execution time (1/5)
13
TDI adopted the creative
as per display size and
got the client’s approval
Creatives printed and sent
to Chennai , Kolkata
Ahmedabad and Pune
through air cargo
Standby operating team at
each airport receives flexes
and starts installation
Installation as well as
quality check complete
Pictures of installed
displays sent to client
2:00pm; 31-May-2011 5:00pm; 31-May-2011 9:00pm; 31-May-2011
9:00am; 1-Jun-2011 3:00am; 1-Jun-2011 11:00pm; 31-May-2011
Execution Excellence Case Study: Client – Jindal Steel & Power
Contract Signed
Total Turnaround Time from signing the contract to installation at 4 different airports ~ 13 hours
14
TDI has the fastest execution time (2/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Chennai Location : Check In Area
15
TDI has the fastest execution time (3/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Kolkata Location : Domestic Departures
16
TDI has the fastest execution time (4/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Pune Location : Domestic and International Arrivals
17
TDI has the fastest execution time (5/5)
Execution Excellence Case Study: Client – Jindal Steel & Power
City : Ahmedabad Location : Security Hold Area
TDI is Passionate About Quality, Service and Support
18
1. Dedicated Ideation (Pre-Sales) Team that Focuses on Client Innovation
• High quality creative team dedicated to customise and ideate creatives for client displays
• Can turnaround any client request for a customised creative within 24 hours
• High value clients of TDI would be provided selective access to the ideation team to co-develop creatives2. Dedicated Installation and Maintenance Team
• Dedicated team in each airport to provide 24x7 installation support (always have sites ready well before installation)
• 24x7 maintenance from the time of installation through the contract period
3. Dedicated Operational (Support) On-the-Ground Team
• Each airport has 5 dedicated on-the-ground team with one supervisor, who services requests instantly
• 2-hour turnaround time of resolving any potential complaints or requests
Additional benefits of using TDI Airport advertising
19
Willingness and ability to spend more on quality products
Reaches wide category of decision makers such as premium consumers, B2B, policy
makers, bureaucrats, institutional customers, and
the C-Suite (CEO, CFO, etc.)
Greater presence of Image/ Brand conscious consumers
More Luxury/designer brand consuming target audience
Mostly Tech-savvy individuals
73% of Fliers look at advertisements during waiting
time at airports
Believers in reputation of the company
Airports - Effective Way to reach Affluent Audience & Key Decision Makers
Is airport advertising the most effective medium to reach high-income audience?
20
Source: TGI-2010, Technopak Advisors (India), network2media.com poll report
Focused targeting of niche audience, with more than 50% being affluent, with a high propensity to spend
It is important for me to be well dressed
I don’t mind spending on expensive brands
I love to buy new gadgets and appliances
Designer label improves a persons image
Willing to pay extra for good quality products
Key Airport Survey Results
66%
52%
59%
61%
59%
72% of travelers are the CWE (chief wage earners) of their households
Skew towards SEC A, 25+ yrs age group: in short a very affluent TG
Profile of the Passenger
Bulk of them travel on business purposes & every fifth traveler is a member of a FF program
73% travel once in 3 months but Nearly all of them travel at least once a year
This segment of the audience is in the most captive state in the airport
Convergence of target audience, decision makers and corporate leaders in the airports
Because Airline traffic in India is growing at a fast pace, …
21
Top 15 Airports in India By Passenger Traffic
0
200
400
600
800
1,000
1,200
1,400
1,600
FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11
…Translating Into Increasing Passenger aircraft movements in India
2.8X 1,394
in
‘00
0s
12.1% CAGR
500
Rich
Middle Class
Bottom of the Pyramid
11% (35 Mn)41% (136 Mn)48% (154 Mn)
330 Mn Urban population
c.50% of India’s Urban Male Population Represent the Rich and Middle Class
Segments…
Rank City
Traffic 4 Year Traffic
Growth
Traffic
April ’10- Mar ’11)
April ’11- Mar' 12)
1 Delhi 29,942,888 9.40% 35,881,965
2 Mumbai 29,071,913 7.60% 30,747,842
3 Chennai 12,049,679 9.30% 12,925,218
4Bangalore 11,592,265 11.80% 12,698,483
5 Kolkata 9,631,672 12.30% 10,303,991
6Hyderabad 7,602,998 8.70% 8,444,467
7 Cochin 4,340,736 18.40% 4,717,671
8Ahmedabad 4,043,475 14.90% 4,695,098
9 Goa 3,080,037 12.80% 3,118,974
10 Pune 2,808,939 14.50% 2,991,639
11Trivandrum 2,526,885 15.30% 2,555,227
13 Guwahati 1,934,750 16.90% 2,253,169
12 Calicut 2,059,979 12.50% 2,209,636
14 Jaipur 1,655,212 33.60% 1,828,412
15Coimbatore 1,243,823 10.30% 1,345,381
Focused
Targeting of
Affluent
Decision
Makers
High dwell time &
Excellent ambience
Benefits of Airport
Advertising
Increasing
passenger
trafficSi
gnifi
cant
reac
h &
high
sco
pe
for
inno
vation
&
in
tera
ctiv
ity
… Airports are emerging as future advertising hub…
22
Growing passenger aircraft fleet in IndiaAirports - rising presence of mass brands
1995 2006 20150
100
200
300
400
500
600
700
800
> 300 200-300 100-200 50-100
Air
craft
seati
ng c
apaci
ty
312
121
706
Yes No0%
10%
20%
30%
40%
50%
60%
70%
80%
66.7%
33.3%
Source: network2media.com poll report
….Airport ads have better recall value due to high dwell time and focused viewership…
23
Average Dwell Time at Airports
Domestic Departure: Business
Baggage Screenin
gCheck-in Security
CheckWait Boardin
g
Baggage Screenin
gCheck-in Security
CheckWait Boardin
g
Baggage Screenin
gCheck-in Security
CheckWait Boardin
g
Baggage Screenin
gCheck-in Security
CheckWait Boardin
g
2-5mins 5-10 min
5-10 min
15-20 min 5-10 min
Domestic Departure: Leisure
International Departure: Business
International Departure: Leisure
5 min 5-15 min
10-15 min 35-45 min
5-10 min
5 min 5-20 min
10 min 1-1.5 hrs
10 min
5 min 30-40 min
10 min 1.5-2 hrs
10-15 min
55 min
90 min
2 hrs
3 hrs
% of Travelers Involved in Each of the Activities at an
AirportGlance at
Ads /
Hoardings
Read print me-diaWatch TVPlay/SMS/Talk on
mo-bile
Use my
laptopSit
idleShopping
Sleep
0% 20% 40% 60% 80%
73%
53%
37%
33%
23%
19%
10%
8%
Source: A.C.Neilson Research
Travelers spend significant time
at the airport.
Airport ads have focused,
compelling viewership as there is
no escape route
According to a A.C.Neilson
survey, 73% of travelers glance at
ads / hoardings while waiting at
the airport
This compares well with traditional media such as TV and radio where the consumer is exposed to an advertisement for less than a
minute
….Airports are the most appropriate & effective medium to reach affluent people…
Survey result: Is airport advertising the most effective medium to reach high-income
audience?
24
-40% -20% 0% 20% 40% 60% 80%
No-27.5%
Yes71.6%
-20% 0% 20% 40% 60% 80% 100%
No-5.5%
Yes94.5%
< 25 years10%
26 - 30 years16%
31 - 40 years44%
41 - 50 years24%
55 - 60 years3%
> 60 years3%
Airline passenger traffic is skewed towards 25-50 years
age group
Airports are becoming the hottest OOH advertising destination for premium brands
Airline passenger traffic by age
Survey result: Does long term premium branding at airports deliver commensurate
returns?
Source: Technopak Advisors (India), network2media.com poll report
72% of travelers are the Senior executives / officials
Airline passenger traffic consist of a very affluent class of
people
High propensity to consume top end goods and services
…Airport advertising in Tier II cities is expected to witness higher growth
-20% 0% 20% 40% 60% 80% 100%
No-5.3%
Yes90.4%
-20% 0% 20% 40% 60% 80% 100%
No-1.6%
Yes96.9%
Survey result: Does advertising in smaller airports offer better value for money?
25
Source: AAI, network2media.com poll report
Airport advertising in Tier II cities to
see higher growth compared to
metros
Cost effectiveness
and better value for money
Key markets for growing
consumerism
Emerging as industrial hubs
or tourist destinations
Survey result: Will non-metro airport advertising register faster growth in 2011?
Higher growth in passenger
traffic in Tier II cities
Jaipur Cochin
Guwahati
Trivandrum
AhmedabadPune Goa
CalicutKolkata
Bengaluru
Coimbatore DelhiChennai
HyderabadMumbai
33.6
18.4 16.9 15.3 14.9 14.5 12.8 12.5 12.3 11.8 10.3 9.4 9.3 8.7 7.6
TDI Airports
Non-TDI Airports
Passenger Traffic At Tier 2 Airports Growing the Fastest in the Country
Growth (%) in Traffic at Major Airports in India
26
TDI - DMRC
27
Source: DMRC
1. Kashmere Gate
1,40,000 footfalls/day with 240 trains (Up/Down) Connecting point of East, Central and West Delhi Commercial area - wholesalers & SME owners, IP
University Mori Gate, I P University, Daryaganj, Kashmiri Gate
I S B T
2. Inderlok
90,000 footfalls/day with 240 trains (Up/Down) Connecting point of North West, North and West
Delhi Mcdonalds , Comesum and Parsvanath mall in
station Tri Nagar, Zakhira, Lawrence Road
3. Shahdara
75,000 footfalls/day with 240 trains (Up/Down) Malls, College, Wholesale Trade Market Vivek Vihar, Anand Vihar ISBT ,Shahdara Border,
Yamuna Sports Complex
4. Netaji Subhash Place
70,000 footfalls/day with 240 trains (Up/Down) Shopping Hub of Delhi, commercial complexes,
corporate offices & educational institutions Punjabi Bagh , Saraswati Vihar & Wazirpur
Industrial Area
5. Rohini East
70,000 footfalls Important residential belt of North West Delhi Rohini, Mangol Puri & Budh Vihar
TDI has strong presence in prominent stations with many footfalls, connecting important suburbs; thereby tapping captive audience,
surrounded by the Brand for minimum 10 minutes
TDI has advertising rights at 22 densely populated Delhi metro stations…
… with asset base in strategic locations in the Metro…
28
Outside the Metro
Staircase/Escalator
At the Entrance/Exi
t
On the Platform
…. hence, TDI will benefit from expected rise in Metro ridership
29
Average daily commuters of Delhi metro (lakhs)
2011F
2012F
2013F
2014F
2015F
2016F
2017F
2018F
2019F
2020F
0
5
10
15
20
25
30
35
40
45
50
1619
23
28
33
40 41 42 44 452.8x
20.1% CAGR
• Average ridership of Delhi metro is expected to cross 40 lakhs by 2016, implying a CAGR of 20.1% during 2011-16
• TDI is likely to benefit from this increasing audience base, since it owns some of the most prominent sites in various locations within and in the peripheral areas of the Metro stations
Metro Rail emerging as a key advertising medium to reach the masses
30
Vast reach of target audience
Captive audience and high brand
recall
Low clutter media
Low spillover and hence better ROI
Advertising in metro rail offers unique opportunity to tap huge middle class income group of a city
Government plans to build metro rail network in 9 cities, including Mumbai, offers future growth prospects
Most effective way to capture the masses on the move
More than 20 lakh people commute daily by Delhi Metro
Consumer are continuously surrounded by the brand
Good brand recall as the brand message is hardly missed by customers
Maximize the brand communication thrust
The message reaches the target group it was intended for
In Delhi Metro, passengers spend minimum 6 minutes at the station
High concentration zone with superior visibility
Ad panels near station display screens and handle bars difficult to miss
Segmentation of stations based on commuter profile and catchment area
Largest network reaching Delhi and NCR region
TDI is credited with several innovative concepts (1/2)
31
TDI has continuously worked on innovations to improve the brand recall for its clients
Innovative Digital Displays
Innovative Product Showcasing
Conveyor Belt Display “Backlit With Trivision”
Touch Screen Display
First Full Pillar Branding
TDI is credited with several innovative concepts (2/2)
32
TDI has continuously worked on innovations to improve the brand recall for its clients
Country's First Live Car on Billboard Electrical Product Display at Airport
Largest Site in New Delhi Owned by TDI Country's Largest Airport Billboard at Kochi
SAIL
This is to record our appreciation for the Publicity Campaign executed by TDI International India Limited that Steel Authority of India Limited (SAIL) has been availing for the last many years.SAIL is satisfied with TDI’s product and services, timely support and responsiveness.
Annoop JoshiAsst. General Mgr
Shapoorji Pallonji & Co. LtdWe take this opportunity to thank you for your support provided to us in terms of advertising our SP Infocity projects at Pune & Chennai airports during the last couple of years.The TDI has been prompt in service and execution and we are satisfied with their performance.
Saurabh ChaturvediSr. Manager – Marketing
Real Estate
Punjab National Bank
This is to certify that M/s TDI International India Ltd. have been rendering Advertisement Display Services to our Bank and we have found their Advertising Media and client servicing to our best satisfaction.
Chief ManagerCircle office Delhi
Indian Oil Corporation Limited
We take this opportunity to thank you for the role you and your team have played in supporting our Brand. The advertising opportunities you have offered us at various Airports have provided great visibility to our brand and have been widely appreciated from various quarters. Also, the service you have provided is well appreciated and its been a pleasure working with your team.
N. BalasubrahmanyamSr. Manager (Branding)
Godrej Properties Limited.
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our “Brand Building Campaigns” for a long time. We would like to take this opportunity to wish TDI International India Ltd, “All the Best” in their future endeavors.
Ketan SenguptaRegional Head
Fortis Hospitals
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our Brand Building Campaigns. We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Himadri DasManager-Marketing
LG
It give us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to our client M/S LG Electronics India Pvt. Ltd. And we have found their advertising media and client servicing to our satisfaction and look forward for long term relationship.
Raj MohantyGeneral Manager-OOH
MARUTI SIZUKI
This is certify that M/s TDI is working with Maruti Suzuki on various Campaigning program from the last many years. There performance has been found satisfactory
Amit SaurabhManager – PG -4-Marketing
AUDI
This is to record our utmost appreciation for the most Cost Effective and Implementable Publicity Campaign by TDI International India Limited. The services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for our Ad-spend. The campaign has yielded the desired results. “Audi Gurgaon” taken this opportunity to place on record its appreciation.
Varoon KapoorZenica Cars India Pvt .Ltd.
Crompton Greaves Limited
It gives us pleasure to certify that M/s TDI International India Ltd. Has been rendering advertisement display services to us and we have found their advertising media and client servicing to our satisfaction. We look forward for long term relationship.
Prerna SaxenaDeputy Manager – Marketing
Northern Region
TATA STEEL LIMITED
This is further to the execution of the TATA STRUCTURE advertisement at the Kolkata Airport site. I must compliment you and your team in the execution of the said project-both in terms of the speed and the quality of the response.
Srinivas Shenoy TVHead Marketing-STP
TATA HOUSING DEVELOPMENT COMPANY LIMITED
This is in reference to our ongoing outdoor campaign for our project EDEN COURT-PRIMO at the unipole located at Kolkata Airport. We would like to take this opportunity to congratulate you and your entire team on the execution and display of the said outdoor hoarding.
Rajeev DashHead Marketing-Services
THE NEW INDIA ASSURANCE COMPANY LIMITED
We take this opportunity to thank you for playing a valuable role in continuously supporting us grow and perform in the current outdoor scenario.TDI has supported in terms of quality media and timely execution it indeed has been pleasure working with TDI and the team.
Dr R K UppalChief Manager
UNITED BANK OF INDIA
This is to certify that M/s TDI International India Ltd. is in the business of Airport advertising . Their Services in relation to display signage's are excellent.We are satisfied with the services and maintenance rendered by team.
ManagerPublic Relation Manager
Airtel
This is to put on record our utmost appreciation for the most proficient and Cost Effective outdoor campaign executed across the country by TDI International India Limited showcasing strengths of Bharti Airtel Ltd. We are extremely satisfied with the all-encompassing services including “After Sales Feedback” provided by the competent professionals of TDI that are par excellence and most effective.
Arun Sharma
VP Marketing – Head Media
Bank Of India
We advise you that the services rendered by you towards display of scroller, hoardings, traffic direction pole at Kolkata Airport during the period October,2009 to December,2010 were satisfactory.
Bikas ChakrabartiHead-Marketing
Indian Overseas Bank
We take this opportunity to out on record our appreciation for the speedy and perfect service rendered to us by TDI in terms of good visibility, speedy implementation and cooperation in terms of visibility at Chennai Domestic Airport.
K. Thamil MaraiChief Manager
Fortune Hotel
This is to record our utmost appreciation for the most proficient and Cost Effective Publicity Campaign executed by TDI International India Limited that included comprehensive Outdoor campaign, Print media and magazines as also Mobile and Online advertising. The services provided by the company were planned and executed in an exceedingly professional manner ensuring best value for our Ad-spend.The campaign has yielded the desired results .
Sanjeev MahajanManaging Director
Fortis Malar Hospital
We take this opportunity to thank you for the valuable service rendered by your organization in helping us to build our brand recognition at your premises.You and your team has supported us in providing the best options for outdoor medium for a progressive growth and as well as the timely execution for the chosen medium.
J.KavyaExecutive – Corporate Communication
MRF
We have been dealing with TDI International India Ltd. for several years. The service provided by the company is satisfactory.
A RodricksGM-Advertising
State Bank Of India
This is to certify that M/s TDI International India Ltd. has been entrusted the job of displaying our product advertisement at Airport. Their Services in relation to display signage's are excellent. We are satisfied with the services and maintenance rendered by them.
ManagerAsstt. General Manager (PR & CSB)
V.I.P.
It has indeed been a great and most satisfying experience for us is TDI International India Limited to have extensively utilized your services for our Brand Building Campaigns. We would like to take this opportunity to wish TDI International India Ltd, all the best in their future endeavors.
Shraddha YeolekarAssistant Media Manager
Diversified & strong client base
55
Big Brand names, both in public sector as well as private sector, as clients
TelecomFinancial Services
Consumer Durables
AutomotiveReal Estate
& Hospitality
Others
These clients are the leaders in their respective sectors. With such big who-is-who in its clientele, TDI stands to benefit from rise in their advertising spend
Overview of Indian Advertising Industry
56
2004
2005
2006
2007
2008
2009
2010
2011e
2012e
2013e
2014e
0
100
200
300
400
114 130161
194 216 217248 265
296333
372
Rs.
billion
13.8% CAGR2005-10
12.0% CAGR2011-14
Advertising industry in India was valued at Rs. 248 bn in 2010 and is expected to grow to
Rs. 372 bn, at a CAGR of 12.0% during 2011-14
Rising competition is compelling the companies to advertise more so as to be present in consumers mind in order
to capitalize on anticipated rise in consumption in India
Advertisers are seeking new ways such as roadblock strategy, product placement in Films and TV to engage with
consumers
Tier-II towns are emerging as key markets for advertisers seeking to tap their large consumer base and leverage
their purchasing power
Advertising: Medium wise share (2011)Growth of Advertising Industry in India
Source: PricewaterhouseCoopers
TV39%
Print41%
Radio5%
OOH5%
Internet3%
Increasing opportunities for OOH Advertising Industry in India
57
With just 6% share in Indian advertising industry, OOH media sector is set to witness robust growth
2005
2006
2007
2008
2009
2010
2011E
2012E
2013E
2014E
2015E
-
5.0
10.0
15.0
20.0
25.0
30.0
9.0 10.0 12.5 15.0
12.5
14.0 15.5
17.0 19.0
21.5 24.0
Rs.
billion
9.2% CAGR2005-10
11.6% CAGR2011-15
Growth of OOH Advertising Industry in India
Key Growth Drivers
OOH Advertising Industry
Digitization and other
innovations increasing
recall, flexibility &
cost efficiency
Globalization and
urbanization leading to
higher airport traffic and
footfall in malls
Increase in time spent outdoors by people leading
to more eyeballs
Companies’ focus on
localisation to improve
connectivity with
the customers
Availability of desirable sites due to
infrastructure development (e.g. metro,
flyovers)
Expansion to Tier II-III cities, where the next wave
of consumerism is expected to
emerge
Source: PricewaterhouseCoopers
OOH Media
Billboards Street Furniture Transit Displays
at Airports
at Railway Stations
Roadside
Bus shelters
Kiosks
Bus sides
Taxi toppers
IMF forecasts emerging economies to outperform advanced ones
58
Economic recovery continued to strengthen during the first half of 2010, but global financial stability suffered a
major setback with the turmoil in sovereign debt markets in the second quarter of 2010.
The IMF expects the world economy to expand by 4.2% in 2011. Despite perceived high near-term concerns,
Emerging market economies still outpaces developed economies by a factor of 2-3x in terms of GDP growth, and
likely to remain the global growth engine for foreseeable future .
Unlike other previous crises, emerging markets are better placed this time to weather the storm, due to huge
accumulation of foreign exchange reserves and trade surpluses that they boast.
Even among emerging economies, India is expected to grow faster than several other developing markets
World Advanced economies European Union Emerging and develop-ing economies
India-6.0%
-4.0%
-2.0%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%2009 2010 2011e
Source: IMF
India – the place to be in!
59
12th largest economy in terms of real GDP, 4th largest on PPP basis, second fastest growing economy
FDI inflows in 2009-10 totaled $25.9 bn, inflows during Jan-June 2010 were $5.8 bn
Ranked third in AT Kearney’s FDI Confidence Index (2010)
2010
India will outperform its BRIC rivals in terms of GDP growth post 2015
2015
Fourth largest economy by 2025 and third largest by 2050 ($38 tn)
India to be more than 80% of US GDP by 2050; 10% currently2050
Real Growth % China Brazil Russia India
2006-2015 7.7 3.9 4.3 6.6
2015-2020 5.4 3.8 3.2 6.0
Almost ‘ideal’ demographics to complement
growth
Explosion in aggregate consumption
Government reforms
Thrust on infrastructure spending
Increasing corporate capital investments
1.1 1.94.4
38.3
2007 2015e 2025e 2050e
35X
India GDP ($ tn)
Structural Strengths
Source: IMF
Rising infrastructure investment boosts growth
60
Source: Planning Commission, Goldman Sachs
Infrastructure spending in India Sector-wise Infrastructure spending (2010-2019)
2006-07 2007-08 2008-09 2009-10 2010-11E
2011-12F
0
20
40
60
80
100
120
140
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
5265
80
97
117
144
5.05.8
6.57.3
8.0
9.0
Infrastructure Spending (USD bn) As a % of GDP
Roads, 427
Power, 288
Railways, 281
Airports, 272
Irrigation,272
Water, 154
Internet & Telecom,
150
Ports, 94
• Despite India’s strong focus on infrastructure development in recent years, spending trails other emerging markets, such as China
• Infrastructure spending in India stands at 7% of FY 2010 GDP compared to 11% in China. Spending has to reach 9%-9.5% to sustain GDP growth of 8%-9%
• India’s Twelfth Five Year Plan (2013-17) targets total investment of $1.0 tn in infrastructure, a 2.0x increase over the Eleventh Five Year Plan
Explosion in consumption to be the key driving factor for advertising
61
Hou
seh
old
Lia
bil
ity
as
%
of
Dis
posa
ble
In
com
e
Ag
gre
gate
Con
sum
pti
on
in
Real
term
s (I
NR
tn
)
1995 2005 2015e 2025e
4.1X 70
1710
34
Rapidly rising household income
Income pyramid changing rapidly, rise of strong middle
income class
Expected to volt India into premier consumers market
Explosion in aggregate consumption from INR 17 tn in 2005
to INR 70 tn in 2025E
Penetration of credit cards, insurance, home loans, etc are
low in India and offers a tremendous opportunity
Rural India is still an untapped opportunity
Financial savings to rise from $200 bn currently to $660 bn
by 2017
India Inc and consumers will borrow more6%
CHINA SINGAPORE
INDIA
140%
100%
35%
100%
MALAYSIAKOREA
However, rising competition is compelling the companies to advertise more and be present in consumers mind in order to capitalize on anticipated rise in consumption
Sources: McKinsey Global Institute, IDFC SSKI
Emergence of India as a prime outsourcing destination also fueling air travel
India R&D will grow to $ 8bn by 2010 a CAGR of 30%
over 2003 Global Automobile
Manufacturer with Indian manufacturing hubs: Toyota, GM, Ford,
Hyundai, Yamaha
100 of the Fortune 500 companies have R & D
Centers in India
Major Global players like GE, Microsoft, British Airways, Aviva,
World Bank are outsourcing operations to India
Rise in Knowledge based
outsourcing operations like
Pharmacy (UCB, Pfizer), IPR, HR etc. being outsourced to India
India outsourcing
market $34.1bn and growing at a CAGR
of 29.5%
India captures 11.5% of Global
outsourcing services market
FDI in India $32bn in 2007-08. 220% increase over 2005-06
30,000 Expats working in India
As large global organizations are setting businesses in India as outsourcing centers for some of their operations, airline travel has greatly increased
62
Growing Indian ConsumerPPP
Growth of Indian Tourism
New
International Brands rapidly entering Indian Markets
Next Generation Cities also emerging as hotspots
63
Boomtown:
Potential to be the next Megacities
Fastest growth in household income ( averaging 12.6%)
Niche Cities:
Small Population (< 2mn) Household expenditure as big
as Megacities ( > $3,355)
10% of Indian population 31% of disposable income 21% of total spending 55% of total urban income Megacities alone account for 45%
of urban expenditure 7% of population in these cities
account for 25% of country’s income
Significant Contribution of These 16 Cities to India’s
Growth
Megacities:
Nation’s largest population centres ( > 5mn)
Largest market in terms of: Household income (>
$5,260) Total consumption
expenditure (> $3,170)
Indian Cities with high population, a growing middle class and a young English speaking population will be the key drivers of the Indian economy
Sources: National Council of Applied Economic Research2007, Economic Survey of India 2006
590 million people will live in cities by 2030,
nearly twice the population of the United
States todaySource: McKinsey Global Institute, 2010
Rapid evolution of the Indian aviation sector in the last decade
64
Source: AAI
Scheduled airlines :Distance flown (mn km)
Non scheduled airlines in operations
Number of aircrafts
Passenger handling capacity at airports
Number of Operational airports
199
39
225
66 mn
50
710*
123
735
235 mn
82
• India is the 9th largest civil aviation market in the world
• India is ranked 4th in domestic passenger volume (43.3 mn)
• The Indian Passenger Aviation market is serviced by a government owned carrier and many private players
• Nearly 41% of market is captured by Low Cost Carriers, which flew into Indian passenger aviation space in 2003,
with Air Deccan
2000
2010
Indian aviation sector an over-view
65
Source: DGCA, AAI
Airports in India (136)
AAI managed (128)
Civil enclaves (25)
Custom airports (8)
Others
International including JVs
(14)
Non-AAI (8)
Domestic airports (81)
• Airport Authority of India (AAI), a government of India undertaking, manages most of the airports
• Responsible for developing, financing, and maintaining all government airports
• However, Indian government has allowed private sector participation to accelerate the modernization of
aviation infrastructure
Passenger traf-fic
Freight traffic
Aircraft movement
0% 20% 40% 60% 80% 100%
87%
97%
80%
13%
3%
20%
International airports Others
Market share of domestic carriers (May 2011)
Air In-dia
(Do-mestic); 13.2%
IndiGo; 19.9%
Go Air; 6.6%
Spicejet, 14.2%King-fisher, 20.0%
JetLite; 7.6%
Jet Air-
ways; 18.5%
Low Cost Carriers rapidly
capturing market share
One of the fastest growing and dynamic aviation market in the world
66
Increase in both personal and business travel through airlines means more eyeballs at Airport
Drivers for Growth in Airport Passenger Traffic
• The sector has been more liberal and investor friendly since 2004
• Passenger aircraft movement has grown 2.8x since 2002
• The sector has been more liberal and investor friendly since 2004
• Passenger aircraft movement has grown 2.8x since 2002
Growth in passenger aircraft movement
Passenger traffic in India
Source: AAI
• Improving tourism infrastructure
• Successful ad campaigns abroad
• Growing number of business travelers, due to the emergence of business hubs like Mumbai (Finance), Bangalore (IT), Chennai (IT), Delhi (Manufacturing, IT)
• Passenger traffic increased at an impressive CAGR of 11.8% in the last five years
• Improving tourism infrastructure
• Successful ad campaigns abroad
• Growing number of business travelers, due to the emergence of business hubs like Mumbai (Finance), Bangalore (IT), Chennai (IT), Delhi (Manufacturing, IT)
• Passenger traffic increased at an impressive CAGR of 11.8% in the last five years
Rising domestic and foreign tourists
Seat factors of domestic carriers (%)
Air India Jet Ariways JetLite Kingfisher Spicejet Go Air IndiGo
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
68.1 66.072.1
79.8
71.778.0 78.678.1 79.8
84.388.4
82.787.0 89.4
Apr-10 Apr-11
Se
at
fac
tor
(%)
Glossary
67
TERM DESCRIPTION
ALTERNATIVE MEDIAOutdoor formats that do not fall into the categories of: billboards, street furniture or transit. Most alternative media is used to create customized solutions for advertisers
BACK LIGHTED UNITS (BACKLIT)
Advertising structures which house illumination in a box to throw light through translucent advertising printed on plastic or heavy duty paper for higher visibility, especially at night
BILLBOARD
Large format advertising displays intended for viewing from extended distances. Billboard displays include, but not limited to: 30-sheet posters, 8-sheet posters, vinyl-wrapped posters, bulletins, wall murals and stadium/arena signage
COST PER THOUSAND (CPM )The cost of reaching one thousand potential viewers of an Out of-Home panel. The formula for calculation: the monthly cost divided by the circulation in thousands
IMPRESSIONSThe estimated number of persons passing an outdoor location on an average day
POINT OF SALEA check-out counter where people place items they have chosen to purchase from a store, such as a supermarket or department store
REACHThe number of people, as a percentage of the target population, that are exposed to an advertising message
RETURN ON INVESTMENT (ROI)
The measurable revenue associated with a specific advertising program
TRI-VISIONAn advertising display where, through the se of triangular louver design, copy for three different advertisers an be displayed in pre-determined sequence of the moving panels
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