The exchange4media and network2media OOH Conference and Awards for Outdoor Advertising and Digital Signage took place in Delhi on March 16, 2012. Several industry leaders graced the occasion and participated in panel discussions.
The first session discussed and debated at length the way forward for the OOH industry and the key drivers for growth in the next decade. While there were various points of view, what came out of the session was that talent, professionalism and business processes will be factors of growth in this industry.
While addressing the audience, Arminio Riberio, CEO, Madison Outdoor Media Services, spoke about the time he first entered the OOH industry. He was challenged to ensure that Portland became a leading OOH company in India. It was then that he realised that the only way to ensure success in the OOH domain was to attract and retain talent that had a passion for outdoor media. He shared that getting the right talent was his formula for success.
Hemanth Shah, Managing Director and President, OOH Initiatives at Lintas Media Group had a different opinion. He said that what is imperative is for the industry is to get its act together and not just go after talent.
Another imperative that was highlighted was the critical need for professionalism in the OOH industry. Sunder Hemrajani, MD, Times OOH shared that the industry needs to conduct itself in a very professional manner, starting with selling professionally. “I think professional selling starts with giving a reason to your customer to buy your medium. There is nothing else that is more important than the logic that could create a compelling reason to buy that media,” he said.
“There is also need for building capabilities of an organisation. This can be done through people, customer-oriented processes and the right culture,” he added.
Throwing more light on the debated topic, Pawan Bansal, COO, Jagran Engage said, “When we talk about retaining talent, it’s also necessary to have the right processes in place as people will not stay with a company if the company itself is in disarray. Business processes are as important as attracting talent.”
While evaluating the outdoor medium, Amitesh Rao, Director Brand and Media, MTS India shared that the industry doesn’t have the imagination to look at outdoor as a creative medium. The specialisation and fragmentation that has happened in the industry in last twenty years has affected OOH more than any other medium.