Navia Asia has chalked out some aggressive plans for the year ahead. The company had recently launched a second unit, Vector. Sharing the company’s growth plans, its CEO, Sanjay Shah, said that Navia Asia planned to consolidate this year, where there would be more focus on technology and expansion.
Shah said, “Navia has plans to definitely grow this year at a higher average rate, than the previous years. Though the year 2009 was not so good, we are confident of at least maintaining the same average growth rate. We plan to consolidate this year, where there would be more focus on technology and expansion.”
Speaking about the second unit, Vector, Shah said, “Vector leverages on this experience and brings a whole new approach to the OOH industry. Vector will provide a holistic communication solution to clients. Our account planners are trained to ideate and plan a 360 OOH campaign, which includes traditional OOH, ambient media, activations, branding and rural communication.”
On the challenges being faced by the OOH industry, Shah added, “The greatest challenge for the OOH sector is in demonstrating accountability, measurability, and ROI. Being able to demonstrate these to clients would be one of the greatest opportunities for the OOH sector in 2010 and beyond. Agencies will have to bring in efficiencies, where marketing budgets will have to work harder to achieve more or the same with less rupees in such troubled times. Today, OOH is in a good position to demonstrate its ability to deliver on campaign goals, and ultimately to contribute to the clients’ bottom-line. It is admittedly an opportunity and simultaneously, a challenge.”
He further said, “Along with accountability, measurability and ROI, though the medium is doing well on one side, another big challenge before the outdoor industry in India is getting organised and getting an industry status. The medium needs to have a basic set of rules and regulations on a national level, which can be further customised by the states and cities, depending on their geographies and environment. The medium needs to be stable and consistent and must have legal recognition for its survival. Once this is in place, it should be the endeavour of the local authorities and the media owners to create outdoor properties that look aesthetically good and pleasing to the eye and which should easily enhance and blend into the environment.”