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Ambient media under the scanner at the Non Traditional Media Summit

Ambient media under the scanner at the Non Traditional Media Summit

Author | Nitin Sharma | Monday, Aug 11,2008 9:10 AM

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Ambient media under the scanner at the Non Traditional Media Summit

The Non Traditional Media Summit held in Mumbai on August 8 brought together professionals from the OOH as well as advertising industry. Organised by the International Advertising Association, the Summit saw Pradeep Guha, President IAA and founder of OOH media agency Street Culture unveiling IAA’s Light India Project.

Guha also invited ideas for a campaign that could help bring light into the homes 400 million Indians living in rural India. While addressing the audience at the Summit, Guha invited the agencies to submit their ideas for the Light India Project, which would be funded by NGOs as also corporate houses.

He added, ““IAA has tied up with Dr Pachauri’s Tata Energy Research Institute (TERI) to supply 78 million rural households across India with solar lanterns. If this project takes off well, then IAA will also look to exporting the idea to other countries.”

Meanwhile, speaking at the Summit, MG Parmeshawar of FCBUlka, observed that in India, people from all walks of life who made up the advertising fraternity were neither clear about the medium’s reach nor were they aware of the difference between what was outdoor and what was out-of-home, and yet they favoured the medium in their media plans.

Referring to the sector wise media spend, local legislative issues, lack of professional organization and national footprint, Parmeshawar said, “OOH today accounts for roughly 2-3 per cent of the media spend in the FMCG sector, 7-8 per cent in the durables category, 9-10 per cent in the services sector, and 12-15 per cent in telecom sector, which is ‘Aah’, yet the medium is not void of the ‘Ouch’ factor, as it lack qualitative ROIs and quantitative measurement systems.”

Talking on the removal of the ‘Ouch’ factor from OOH, Parmeshawar praised the Indian Outdoor Advertising Association, and said, “ It is heartening to see that Indian Outdoor Advertising Association is working on framing the clear legislative and syndicate planned studies, as this will be a step forward in addressing the ‘Ouch’ factor and inculcating the much needed measurement tool.”

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