Out-of-home (OOH) companies in the country have come together under a single roof to form the Indian Outdoor Advertising Association (IOAA). Selvel Advertising, Jagran Engage, Times Innovative Media Ltd, Clear Channel, Prakash Arts and Laqshya Media are the founding members of the industry body. IOAA has been registered as a ‘not-for-profit’ company.
The objectives of the body include lobbying with the local government to create a uniform regulation to safeguard the interests of its constituents; playing a consultative role to prevent ad hoc decisions taken by local or state government bodies; to act as a facilitator between local government bodies and the outdoor industry; and, creating a friendly environment to solve various issues and hindrances.
Noomi Mehta, CMD, Selvel Advertising, and Chairman, IOAA, said, “The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media and outdoor advertising media companies and associated businesses. It will ensure co-operation, free and fair competition among agencies and deal with factors affecting the outdoor industry.”
“Outdoor advertising has always been perceived as a fragmented and a disorganised industry. Today, OOH in India is a Rs 1,200-crore industry that employs more than 3,000 professionals, consisting of many big and medium sized media companies. There is urgent need for a national ombudsman to adjudicate over critical issues and formulate strategies for the industry,” added Indrajit Sen, Business Head and COO, Jagran Engage, and Vice Chairman, IOAA.
“OOH media assumes far greater significance because of considerable shift in consumers’ lifestyles and suburban growth. Marketers are seeking solutions beyond traditional media and it is becoming critical for media buyers to add OOH media in all their campaigns. The OOH industry is growing at 17 per cent CAGR and will account for 10 per cent of the total ad spend by 2010,” continued Sen.
The other IOAA board of governors are: Alok Jalan, MD, Laqshya Media; Farid Kureshi, COO, Times Innovative Media; C D V Subba Rao, Executive Director and CEO, Prakash Arts; Adille Sumariwala, CMD, Clear Channel Communications India.
An official note informed that IOAA with its office in Mumbai will soon create its secretariat with a professional CEO at its helm.