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Outdoor today is being seen as much better organised than what it used to be a decade back. Delhi itself has had some kind of regulation coming into effect, which has helped the cause of outdoor advertising. I don’t think the government is being negligent about it, but I would say they are waking up to the fact that outdoor could be a great revenue earner for them. At the end of the day, media owners have to self regulate if this business has to survive long enough and move towards becoming a more organised and professional industry.


Gour Gupta, COO, Platinum India

Gour Gupta began his career with Modern Suitings. He then moved to Pantaloon Fashions, based in Delhi. He switched his career consciously to outdoor advertising and joined Selevel-Vantage Group. After spending around two years on the media owner side, Gupta decided to move on to the agency side of the business and joined Portland India (a JV between JWT India and Portland UK) as a buying executive, moving up to becoming the General Manager of Portland India, which came under the management control of WPP’s Kinetic Worldwide in 2006.

In 2007, he joined Platinum Outdoor, a specialist OOH unit of Madison World as Chief Operating Officer. Some of the brands that he has worked with include Samsung, Airtel, Maruti, GM, Idea cellular, ITC and Pepsi, among others.

In conversation with exchange4media’s Pallavi Goorha Kashyup, Gupta speaks about Platinum’s growth, the outdoor media scene in India today, and the agency’s future plans.

When and what made Platinum enter the Indian outdoor scene?

Outdoor continues to play a more important role in the advertisers’ marketing plans given the clutter in traditional media like print and TV. Whilst some sectors like telecom, financial and media sectors have used outdoor to their advantage, many others haven’t, because media agencies were not convinced or were not alive to the opportunities that outdoor can offer. Hence, we decided to exploit this out-of-home opportunity. Platinum Outdoor was launched on January 12, 2007.


Has the slowdown affected your company? What measures have you taken to counter the slowdown effects?

The slowdown mainly affected us on the outdoor part of the business. The other verticals gained from it as budgets were diverted towards activation and retail. In fact, we could see it coming and hence, we concentrated on focussing on our key clients and the effort was towards growing the business organically.


What are the technological advances that the medium is witnessing today?

We have been hearing about technology coming to India in the OOH domain, but I think we have not seen anything on a large scale. I believe digital billboards or LED screens would definitely come in a big way. We have been able to put up one in Delhi for our client Samsung, which has received tremendous positive response from all quarters of the industry, and also the first single client LED display for our client Idea in Kolkata.


What are the challenges that you are facing here?

I think regulations would be a major hindrance as there are several authorities involved and any one department could pose a challenge to the effective running of the screen.


What are the major innovations that you have seen in the outdoor medium in recent times?

The list is large to cover. To name a few would be the one we had done for our client Samsung, wherein we converted a bus shelter into a lounge, and surely, the most amazing was the media innovation on a site in Delhi, which was converted into a static LED display. Also, the recent idea ‘Walk and Talk’ communication saw innovation that expressed the concept well in outdoors, especially the neon walk effect.


Outdoor media has seen the entry of some big players in recent times. How do you plan to beat the competition?

Yes, recently there have been some big players from the media owner side and agency business. From the media owner side, I would say that JC Decaux and Times OOH are serious in the long term. From the agency business perspective, a couple of them have set up second, or even a third unit, thus making the environment competitive. However, we will continue to succeed.


Who are your major clients in India?

Some of our major clients would be Samsung, ITC, Pepsi, GM, Asian Paints, Dell, P&G, Idea Cellular, and Godrej Sara Lee, among others.


How big is the outdoor advertising industry? What is the share of OOH in the total advertising industry?

There is no official source that tracks outdoor spends, but we would estimate it should be around Rs 1,400 crore this year.


When we talk about regulation, has this issue been raised strongly enough? Why is the government being so negligent about it? What kind of innovations can we look forward to?

There has been a serious improvement in this area. Outdoor today is being seen as much better organised than what it used to be a decade back. Delhi itself has had some kind of regulation coming into effect, which has helped the cause of outdoor advertising. I don’t think the government is being negligent about it, but I would say they are waking up to the fact that outdoor could be a great revenue earner for them. At the end of the day, media owners have to self regulate if this business has to survive long enough and move towards becoming a more organised and professional industry.


What are your future plans?

As far as our business objectives are concerned, we would focus on building our capability efficiency, meet clients’ changing needs and consolidate our business with our existing clients. In addition, we also have new business acquisition plans. Together, this would we help us achieve a double digit growth in the coming years.


Archives
The industry is evolving fast and so are the OOH media options and technologies. Internationally, one can witness extensive use of large format LED screens, networked screens with remote content scheduling and management, use of LEDs as light source, interactive screens and use of ‘cold cathode’ in place of neon signs. Technological advancements have also been used for measuring the media effectiveness and consumer-centric innovations, which let the consumer experience the advertiser’s product in many different ways. The key challenge for any technological advancement is its adaptability and adoptability, apart from the cost implications.
- Sunder Hemrajani, Managing Director, Times Innovative Media Ltd - 10/15/2009
There are other challenges, namely the apathy of the civic agencies towards the outdoor media. The reality is that almost all government and civic authorities consider outdoor media as a burden. Despite heavy licensee fees and taxes, outdoor media does not enjoy 100 per cent legality. It is really strange. Something tangible should be done to impress upon the civic agencies to ‘promote’ outdoor and not to ‘control’ it.
- Mukesh Gupta, CEO, Graphisads - 7/7/2009
Digital OOH started off in the last one year or so. Though it expands the overall OOH market, it still remains to achieve critical mass. As a medium there is a possibility of interacting with the TG on real-time which needs to be exploited. In large formats we have been hearing a lot of opportunity with blue casting but we haven’t seen much happening on that front.
- M Kumar, GM - Brand Development, Jagran Engage - 4/9/2009
We are recently experiencing the trends seen 10 years back coming back in new avatar – categories like boutique stores, furniture stores, PSU banks and insurances, and real estate, localised brands are suddenly seen on outdoor mediums. In January 2009, we witnessed less inventory and more bookings. I predict this trend will continue, though the industry will still be ruled by telecom, financials and media - entertainment. Moreover, inventory balancing will be done by localised advertisers.
- Nabendu Bhattacharyya, President, OgilvyAction India - 2/9/2009
In-store radio plays a big role in setting the ambience within a store and enhancing the purchasing experience of consumers. The radio stations get the opportunity to reach out to their listeners at a very effective consumer touch point – retail – which makes a listener’s interaction with the brand as interesting as possible. Future Radio has already started in-store radio in some of these consumer touch points. Over time, Future Media has plans to launch its own in-store radio network.
- Partho Dasgupta, MD & CEO, Future Media (I) Ltd - 8/4/2008
If one takes into account that the time is not too far when the medium can interact with the TG on a real-time basis thanks to Bluetooth/IR technology, it would offer results that could be tracked and passed on to clients. In that sense, OOH has stormed their bastion and is able to offer ROI that is measurable. It is, therefore, not surprising that you now see a lot many brands hitherto focussing on ATL apportioning a major chunk of their advertising monies on OOH.
- M Kumar, General Manager, Brand Development, Jagran Engage - 6/3/2008
The Indian OOH Industry is still unorganised and quite fragmented, and though there is no official calculation, it is guesstimated to be around Rs 2,000 crore static and digital inclusive. Currently, people buy locations, but with research, the play would evolve to tracking audiences. The end game has to be about audiences and not about locations.
- Ishan Raina, CEO, OOH Media India - 4/14/2008
“In India, as cities are becoming more affluent, the proliferation of leisure activities such as cafes, bars, late-night leisure centres, gyms and cineplexes have combined to offer a lifestyle that is increasingly out-of-home. A typical person in India is now more likely than before to come into contact with some form of outdoor advertising on a daily basis.”
- Pramod Bhandula, Managing Director, JCDecaux India - 12/3/2007
"At the moment, we are seeing a dramatic technological change. We are also now inviting consumers to interact more with the banners and hoardings through infrared and Bluetooth applications; touch screens and LED screens. That is surely a great move towards creating a personal relationship with the consumer. In future, outdoor creatives have to be extremely creative for breaking the clutter. There will be diverse forms of billboards, and advertisers can practically advertise everywhere."
- Daniela Krautsack, Managing Director, Magic Moments, - 7/16/2007
“There has been a significant shift in consumers’ lifestyles, the explosion in mobility and suburban growth. This has led to the entire OOH media assuming a far greater importance. View this in the context of severe media fragmentation and the extremely short attention span of consumers, and you will appreciate how integrated OOH is becoming brand strategic in nature.”
- Sanjeev Hajela, President, Primesite - 4/10/2007
“Logically, things should improve when you come out with better products. Eventually, you will have to look at advertisers as consumers. I think outdoors should become the Maruti 800 of the business. It has to be a volume business. Things will only improve if we have research.”
- Farid Kureshi, CEO, Times OOH - 3/7/2007

The Indian outdoor market looks positive in comparison to the global market, it contributes 10 per cent of the advertising expenditure and has been growing at 20 per cent for the last couple of years as against in the US where it is growing at a mere 2.2 per cent and Europe where it is growing at 6 per cent. Standardisation of the medium, aesthetic structures and scientific research will decide the quality growth of the medium.
- Nabendu Bhattacharyya, Country Head - Landscapes & Signscapes, Ogilvy Activation - 2/5/2007

You cannot expect to make money or better the industry by just planting outdoor media formats arbitrarily. The building of world class outdoor formats must go hand-in-hand with the cityscape and must form part of the city. Further, to do all of this requires huge investments, which we are more than willing to do.
- Adille J Sumariwalla, Chairman & MD, Clear Channel Communications India Pvt Ltd - 12/19/2006

“We are a pro-client agency and the only objective we have is to be accountable for every penny the client spends with us and I guess all our clients will vouch for us in this regard. We always try to add value at each step when a campaign is in progress, starting from planning to post-campaign presentations. This was our approach for the Tesco campaign or the recent Suzuki Zeus launch campaign across 70 towns.”
- Pratik Sen, Partner, Media Mindscapes - 11/8/2006

With more and more global OOH majors coming into India, the outlook of the clients, the specialist agencies and also the media owners will undergo a sea change. Technology, innovation and accountability with service delivered to the “T” will be the benchmarks that clients will use to judge us, and we all have to stand the test. OOH will evolve beyond its ‘static media’ heritage. Consolidation will also play a key role in taking OOH to the next level.
- Kaushik Chakravorty, Country Head, Enhance India - 10/18/2006

We are like a newborn baby which can only devour energy and grow. In the process, we are using technology, generating state-of-the-art knowledge, data bank and policies. We will be building and consolidating our network to tackle legislative issues across the country, and all this without sacrificing any cash flow.
- Indrajit Sen, COO and Business Head, Jagran Engage - 8/21/2006

Digital is the way forward. Having said that, it is also true that it calls for large investments. Only a company with global bearings or a player with sufficiently deep pockets can cash in on this trend. Two forces are in play – on one hand, there is consolidation happening, and on the other, global players are infusing a quantum change. Together, these two developments will determine the course of the OOH medium.
- Sanjay Yashroy, President, Posterscope India - 7/6/2006

I think that government regulations are the only deterrent in the development of OOH. Mindsets have already changed and there are enough ways to prove to brand marketers and the efficacy of the medium does not need to be proved again, we already have an economy that is driving people outside the home and spending more time outside. So, the whole environment is absolutely ready for this. Now it is only a matter of the regulations to fall into place.
- Indrajit Sen, President, Primesite - 2/14/2006

OOH and technology are intricately linked. In India, we still have to see lenticular being used; I also feel that a lot more mobiles will be used in the future. I hope our basic infrastructure improves fast…because OOH will depend a lot on roads, electricity. More and more people, especially the youth, is spending time out of the home, and the only effective media to attract and engage this category is OOH. Here, too, the OOH pricing is much cheaper than radio, TV and print, which are more mature medias. So, I feel OOH is at a golden step right now.
- Sudhir Sharma, Director, Elephant Design Pvt Ltd - 12/23/2005

“The localised option and the option of measuring your ROI is a key factor working in favour of OOH. It gives the option of qualitative localised communication, whereby you can go into individual pockets of suburbs to design your communication. Outdoor is a very lively media and, hence, picture works better because there is no other way to make the consumer look at your display.”
- Jignesh Sharma, CEO, Posterscope India - 12/1/2005

We love to satisfy clients, whether it’s working through an agency or directly with the client. If the product is likeable, then you will have repeat purchases. In print, once it appears, it’s done. In outdoors, there are multiple opinions that sometimes result in changes to the site or the site itself. It may result in issues on payments and other things. It is very satisfying to have happy clients. For example, Coca-Cola has been with us in Chennai since day one, which was August 30, 1994.
- Sridharan, Vice-President, Diamond Publicity - 10/24/2005

“OOH is very effective and very economical in comparison to newspapers and television. It has a very strong impact for brands like Pepsi, Coke, Airtel, Hutch. Effective brand promotion requires substantial advertising through outdoor media. Outdoor advertising will play a very major role in future.”
- Mukesh Gupta, Managing Director, GraphisAds Pvt Ltd. - 9/17/2005

“We have to have relevant data on outdoor and we have to scientifically justify ROI. Till that happens I guess opportunities would only mean a new site on some new road… Currently, creativity in outdoor only means creativity in visuals but creativity has to be there in strategy and media as well.”
- Soumitra S Bhattacharyya, CEO, Madison Outdoor Media Services (MOMS) - 9/1/2005

“I think a reasonable figure for the industry currently is Rs 1,000 crore annually. Let us not forget that there are so many things that we cannot measure in outdoors, unlike traditional media. The growth rate is at 20 per cent year-on-year.”
- Satish Singh, COO, Laqshya Media - 6/15/2005

“Regulation for outdoor advertising is still a distant dream .We are looking forward to have them in place. The international players will play a vital role in forcing the government to have the laws and regulations in place for uniformity.”
- Pramod Bhandula, COO, Selvel Media Services - 5/18/2005

“Outdoor advertising is growing and will continue to grow over the next few years. But given a more concerted effort from everybody in the industry, the medium can really come into its own.”
- Vasant Jante, Publisher, Outdoor Today - 5/16/2005
“Outdoor has always provided more scope in terms of application of new technology, innovation and other factors. And it is continuously evolving. Today it is laser shows; tomorrow it will be something else. In the last 4-5 years, we have witnessed a steady growth in outdoor spends by clients across categories.”
- Abhijit Sen Gupta, CEO, OAP India - 4/8/2005
“Print and TV are much more expensive mediums than outdoors. Another advantage that OOH enjoys is the higher brand recall. It is also a more cost-effective media in today’s scenario.”
- Atul Rai, Chief Operating Officer, Ads Advertising Pvt. Ltd. - 1/28/2005

“Traditionally, when people talk about outdoors, it approximates Rs 875 crore business annually. This is what the industry spends. One normally talks of outdoors when it comes to out-of-home communications and says Rs 875 crore, but actually this is not the case. If you are looking at out-of-home as outdoor along with visual merchandising and the rest of it, then it all amounts to a whopping Rs 2,000-crore-plus industry.”


- Indrajit Sen, President, Prime Site - 10/26/2004

“OOH as a medium has the greatest flexibility in terms of being able to transform ideas and imaginations into reality and as long as we have people walking on the streets, the industry has an exciting future. To be better off, marketers will have to look at ways the customer can interface with products, with brands, when he is out on the streets.”
- Brent Kennedy, President & CEO, DDB Japan - 9/16/2004
“The outdoor market in India is currently looking positive. There is an increase in bookings – more short-term than long-term, largely driven by media, entertainment, telecom and finance categories. There is more accountability for the rupee spent, and research and planning tools are gaining prominence. Out-of-Home is the fastest growing media segment in the country and has an average growth of 20 per cent annually.”
- Pratap Bose, President, Ogilvy Activation - 8/9/2004

"Joining the Maini Group at the age of 19, Willis D’monte stayed with the company for the next eight years. Starting as a Client Service Engineer, he climbed to the level of Assistant Manager, Marketing. During this tenure, he also added an MBA degree from INGOU to his kitty. Joining Serve & Volley in 2002 as a Business Development Manager, he bagged some of the most prestigious accounts in the industry including Britannia on a national basis and TVS across a number of states. D’monte was promoted to the post of Media Manager and, was recently conferred with the responsibility of the Country Head. Speaking to Shubha Kumble, at the agency’s Bangalore head office, D’monte shares his views on the growing outdoor industry, the need for constant innovations and more."
- Willis D’monte, Country Head, Serve and Volley Advertising Pvt Ltd - 6/21/2004

The public interest litigation that hit out at hoardings was actually fanned by newspapers. It is ironical, though, that newspapers have used hoardings most extensively to advertise themselves.
- Noomi Mehta, MD, Selvel Advertising - 5/27/2004
 
 
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