Outdoor Advertisement in Nepal – Where it Stands & Prospects
The advertisement industry of Nepal has come a long way since its inception over a century ago. Initially, government notices that were published in Gorkhapatra were the only advertisements directed towards the general public. After the end of Rana regime, consumer-based advertisements gradually increased in private newspapers and magazines. It was only after the economic liberalization in 1990 that the advertisement industry saw rapid changes. Since then, brands have openly advertised their products and services on print media, FM stations, TV channels, outdoor bus, billboards, online portals and social media as well.
Current State of Outdoor Advertisement
As per the data by Advertising Association of Nepal (AAN), print media advertisements on outdoor locations have the highest share of the market with 47%. Despite the growing popularity of digital and online marketing in recent years, it is safe to say that brands are, to date, reliant on outdoor mediums such as public vehicles, billboards, banners, event sponsorships and several others for brand advertisement.
Alongside the evolution of the advertisement industry, advent of several ad agencies has turned it into a competitive marketplace. Creativity and innovation are imperative to the success of marketing strategies and campaigns. As such, several outdoor advertisements that were unconventional to the Nepalese market can be seen in recent years.
Likewise, modern day brands have an obligation to address Corporate Social Responsibility (CSR) needs of the society. The branding pioneer of BFI institutions, NIC Asia, has quirkily addressed the social responsibility need through its temple branding campaign. With Transtech Media on the forefront, the campaign was executed throughout 31 temples around and within Kathmandu Valley.
Additionally, a number of brands have aspired to advertise on exotic locations using large 3d letter boards. The boards of Ncell, Citizens Bank, Premier Insurance and Hongshi Cement can be seen along the way to Manakamana temple. The CEO of Transtech Media, Mr. Nishcal Kattel, says “After collaborating with Hongshi Cement to set up the largest 3d letter board in Nepal, I believe that the advertising industry has huge prospects that can be attained through unorthodox advertising practices”.
In addition, Hongshi has tactfully fulfilled its CSR obligations by offering financial incentives to local people and forest committee workers, and providing donations for building a community house.
Prospects of Outdoor Advertisement
Considering that the world is on the verge of transitioning into a digital workplace, Nepal has abundant prospects in outdoor branding boards. In the current scenario, it is evident that branding and advertising boards have been placed rampantly throughout several locations, especially in the busy streets of Kathmandu. Truth be told, these boards currently pose a nuisance to the general public as opposed to grabbing their attention. Brands can utilize digital display screens to captivate the audience through dynamic images of their logos and names, and display product commercials as well as TVCs.
Other modern technological mediums such as holographic display and drone advertising are gradually gaining popularity in the international market. Since people are quickly captivated by advanced technology and graphical innovations, brands can use the aforementioned mediums in busy streets of Kathmandu such as Basantapur Durbar Square and Thamel.
In addition to technology, another aspect imperative to optimization of outdoor advertisements is “Creativity”. How often does an average Nepalese consume outdoor advertisements that are not print stickers? The chances are that his/her understanding of outdoor advertisement is limited to stickers printed on boards and walls. Nepalese brands need to consistently improvise and advertise using innovative techniques to advertise products as well as create brand awareness. For instance, the campaign below by Coca Cola elucidates how creative branding technique excites the audience and instigate audience engagement.
