Top Story

e4m_logo.png

Home >> Out-of-home >> Article

DOAA addresses outdoor issues; puts in place policy guidelines for the industry

15-December-2009
Font Size   16
DOAA addresses outdoor issues; puts in place policy guidelines for the industry

The Delhi Outdoor Advertising Association (DOAA) organised a meeting between its member outdoor media owners (OMOs) and select advertising agencies in Delhi on December 11, 2009, to settle certain intractable issues, including inordinately delayed payments. The meeting was presided over by Mukesh Gupta, General Secretary, DOAA and MD, Graphisads.

Present on the occasion were OOH industry heads and office bearers of the Association – Naresh Vasudeva, President DOAA, and MD, Pioneer Publicity; Pramod Bhandula, Vice-President, DOAA, and MD, JC Decaux; Raminder Singh, Vice-President, DOAA, and MD, Greenline; and Ritesh Vasudeva, Joint Secretary, DOAA, and Director, Hindustan Publicity – among others.

Speaking at the meeting, Mukesh Gupta said, “DOAA, with the initiative of certain media owners, had been working on formulating policy guidelines for the release and conduct of business from various agencies/ clients for the last year or so. However, in the last 2-3 months, more than 20 media owners had got together to arrive at certain minimum guidelines for campaign durations, release of POs, payments, overdue outstandings, etc., and full consensus had been arrived within them and they have already signed MoU with DOAA accepting the said norms set put by DOAA.”

He further said, “The maximum credit allowed to any agency is 60 days, within which the agency has to release the payment irrespective of whether the same is collected from the client or not, failing which, further media of the said agency is not released by the publication/ channel. As against the same, there were no norms in the outdoor business and hence, this move was imperative and decision was taken at DOOA level to implement the above guidelines w.e.f. January 1, 2010.”

Gupta also noted that this move was essential, especially in light of the fact that crores of rupees of several member OMOs were stuck with the agencies/ clients for months and even years and the same were not being released despite requests by the OMO. He informed that all member OMOs had already been asked to approach such agencies/ clients for settlement of their past dues, failing which the DOAA would be at liberty to blacklist the agency/ client at its costs and consequences, if the OMO approached the DOAA.

Gupta added, “We are going to hold these meetings regularly. We are aiming to address concerns of media owners and agencies parallelly. In the long run, it’s going to help the industry.”

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Understanding the round-the-clock nature of change, KG Suresh, Director General, Indian Institute of Mass Communication, in a conversation with exchange4media, talked about his plans to introduce a fu...

The mall has a diverse range of media formats that includes, billboards, backlit kiosk, pillar wraps, product/promotion display spaces etc.

The beauty of the internet business is that as your cost curve flattens, your revenue curve keeps growing up and that's why the valuations are so high, said Ashish Hemrajani, Founder-CEO, BookMyShow