The 6th edition of exchange4media’s OOH Conference and Neon Awards, which honour the best work in outdoor advertising, will be held on March 31, 2016 in New Delhi. With the OOH industry in an optimistic mode over the last year or so, there are sure to be some exciting campaigns to be seen in this edition of the awards.
The theme of the conference this year is-- "The BIGGER Picture" and refers to a keen understanding of where out of home fits into the “the big picture” of media. The conference will also focus on the strengths and the weak points of the industry and why brands are still apprehensive in adopting the medium. Moreover, the domains’ key challenges like unaccountability and lack of unsatisfactorily measurables will also be part of the discussion.
Accepting ground realities, moving around them to not only capture the brands attention but positioning out of home as the dominant media through ad campaigns, and other such issues, will also be debated during the conference. Further, while the world over the OOH medium embraces digital, in India it still is only 10% of the universe. In such a scenario isn’t OOH still ill equipped to embrace creatively the real power of the digital integration? What are the roadblocks? While the world is pegging a 2020 vision, India OOH is still stuck 20 years back. To this increasingly complex big picture it may require shifting focus from working in silos on out of home advertising, to looking at the essential role out of home can play in the broad advertising perspective.
Gour Gupta of Tribes, the principal sponsor for the event said, “We are delighted to partner with exchange4media. The Neon awards have established themselves as an extremely credible property. With the outdoor industry in India poised for changes in the coming months, it is a great opportunity to give a platform for different views and ideas while honouring the best work in the outdoor advertising sector.”
Other sponsors and partners of OOH Conference and Neon Awards 2016 include: Laqshya Solutions, Prachar Outdoor Advertising (Co-sponsor), Newsd (Mobile News Partner) and 24 Frames Digital (Live Webcast Partner).