Kochi, Kerala: As 2024 unfolds, Kerala’s Out-Of-Home (OOH) advertising sector braces for a surge in printing rates, an outcome influenced by a confluence of new government regulations, revised pollution control measures, and a crunch in material availability.

The Role of Government Policies in Rate Increase

Kerala’s state government has introduced policies aimed at aligning the OOH advertising industry with environmental sustainability standards. These policies, while crucial for ecological balance, have inadvertently led to increased operational costs for OOH advertising firms, influencing a hike in printing rates.

Pollution Control Board’s Licensing and Fee Revisions

In an effort to minimize the environmental footprint of OOH advertising, the Kerala Pollution Control Board has revamped its licensing system and fee structure. These changes, essential for promoting responsible advertising practices, have added to the cost pressures faced by advertising companies.

Scarcity of Eco-Friendly Materials

The industry-wide shift towards using environmentally friendly materials has hit a roadblock due to their limited supply. Factors like global supply chain disruptions and heightened demand for such materials have resulted in a scarcity, pushing up material costs and, subsequently, printing rates.

Industry Adaptation to Rising Expenses

OOH advertising companies in Kerala are actively seeking innovative solutions to mitigate these cost increases. The adoption of digital advertising technologies and the exploration of alternative, cost-effective materials are among the strategies being employed to navigate this challenging landscape.

The year 2024 marks a significant transitional phase for Kerala’s OOH advertising sector. Faced with rising rates due to stringent government regulations and material shortages, the industry is pivoting towards sustainable and innovative advertising solutions. This period is expected to foster a more environmentally conscious and efficient OOH advertising market in Kerala.