The out of home (OOH) industry, as estimated by PriceWaterhouseCooper reports, is expected to become a Rs 2,000 crore industry in India by 2010. OOH at present is around 8 per cent of the total advertising pie. It has been said on various occasions that a credible measurement system is required to further grow this medium. The Media Research Users’ Council (MRUC) and Hansa Research launched the Indian Outdoor Survey (IOS) 2009 for Mumbai on June 15, 2009. At present, many see this as a step in the right direction for the industry. At the same time, experts caution that like any other measurement system, one has to wait and watch on how the IOS grows over a period of time, and is able to actually become a currency for the industry.
exchange4media spoke to OOH players and domain experts to get their views.
According to Vivek Lakhwara, CEO, Aaren Initiative, “It’s not that there were no measurement systems earlier but this one goes much beyond the rest. This is highly technological and it should be credible. The feeling is good and we welcome this measurement system. However, we will have to see how this form of audience measurement turns out to be in few weeks or months time.”
Ashish Pherwani, Senior Manager, Risk Advisory Practice, Ernst & Young, noted, “The IOS is a great start but we have to see what this has to offer. It is a commendable initiative and it should be able to reduce perception, and place credible facts above all else.”
Sundeep Nagpal, Director, Stratagem Media, stated, “This is a much-needed measurement system for the outdoor industry, and it is a welcome move. The IOS is meant to give basic criteria of what this medium can do, and also what this medium is about. Now we would just have to wait and watch on what the IOS has to offer.”
Nabendu Bhattacharya, Country Head, Landscapes & Signscapes, Ogilvy Activation, added, “There was a need for a measurement system of this kind for the Indian outdoor industry. It is path-breaking study, and I am sure that clients would find it interesting, and would also find the answers to all the questions or queries they have been looking for.”