Mumbai-based Mediaware Infotech, which has a presence across India, has developed an enterprise resource planning (ERP) system for out-of-home media companies. This covers the process of site acquisition right up to client billing, which includes steps like budgeting and monitoring, site erection and maintenance expenses, tendering for municipal/government sites, preparing outdoor plans and estimates, executing outdoor schedules and logging related expenses, culminating sales invoices along with debit notes, credit notes and an exhaustive set of management reports.
Mudit Raniwala, Head-OOH Group, Mediaware Infotech, said, “The entire package is designed keeping in mind the advanced status of the OOH media. From a disorganised or, at best, semi-organised sector, the outdoor medium is rapidly becoming a highly organised one. This is corroborated on the one hand by the advent of highly professionally managed groups like Laqshya Media, Future Group, OOH Media and Reliance. On the other hand, is the advancing digitisation of the OOH media.”
He further said, “It all started with sophisticated digital printouts replacing pointed hoardings, and moved on to digital displays having video content placed strategically in high footfall areas with well matching content. In an emerging world of OOH media, automation cannot be left behind.”
Today, the OOH media is also taking the shape of broadcasting, which is clear from the increasing number of TV screens mounted at strategic locations. In fact, the resemblance to television is extremely close in case of content-led companies like Wall Street Journal who have launched OOH digital arms. In some cases, the content delivery route also follows the satellite TV route with content being uplinked to a satellite transponder and downloaded via C-Band antenna, though many players prefer the cheaper IP route for delivery. But in both cases, the process remains the same – from monitoring TV screen installations and footfalls to scheduling ads for each individual screen to monitoring and client billing.
“Mediaware’s OOH module addresses this aspect of the business for giving OOH media companies a comprehensive solution to meet all their needs,” added Raniwala.