Though pegged at Rs 1,300 crore, the Out Of Home industry is going through a tough stage owing to flagrant neglect by the advertising fraternity. This has further been compounded by the ongoing economic slowdown. Measurability, innovations and even rural activation - which many find challenging- are some of the key focus areas and, perhaps, solutions for the growth for OOH players. Marketers and out of home players share their views on ways in which the industry can move forward.
Innovations and transparency is the key to growth:
According to Ashish Pherwani, Senior Manager, Ernst & Young Risk Advisory Practice, “It’s high time that OOH media rebrands itself as a better image. It is time to build more transparency, there is a need to rationalise rates, the regulations need to get simplified and there is a need go local rather than national and therefore leading to growth.”
Pradeep Shrivastava, CMO Idea Cellular noted, “For a brand to create a touch of difference it needs an idea. If the OOH industry wants to grow, it must acknowledge that there is a need for proper organization in the industry, that there is a need for transparency rates and that there should be a lot more of innovation.”
Speaking on the need for a strong measurement system, Mallikarjuna Das, COO Madison Media Infinity explained, “For any currency to become universally acceptable it will need to have a strong industry backing and that will only happen if there is a strong unity in the industry. A measurement system needs not only audience consumption but also advertising consumption, and it needs to have a dynamic angle to it.”
Sandip Tarkas, President, Customer Strategy, Future Group stated, “The outdoor industry must stop selling spaces rather it must start selling audience in fact, consolidation is the key factor to the growth of outdoor medium. I believe a true value of a medium will only come about through a centralised body which in turn would improve values just like the telecom and FM industries.”
Amiya Chandra, Head of Dept. of Outdoor Advertising and Additional Deputy Commissioner, Municipal Corporation of Delhi stated, “The out of home industry usually invites problems to itself, the industry must follow self regulations and stop taking the illegal routes as this is one of the main reason the industry is at 7 per cent and if it continues it will only further de- grow to 4 per cent.”
“We are ready to work together with the out of home industry, let us get innovative and let there be self regulations and let us link this innovation to the infrastructure and the beautification of the city” he added.
The Indian Outdoor Survey (IOS) which was launched by MRUC and Hansa Research has been welcomed by Out-of -home players, nevertheless what experts believe is that for the IOS to be a strong and universal currency it will need to be backed strongly by the industry players. Before this industry sees an impressive growth rate it would have to meet some challenges such government regulations in India need to be properly addressed.
The FICCI and KPMG report has projected this industry to grow at a compounded rate of 12.8 per cent over the next five years and reach a size of around Rs 29.3 billion by 2013.