Indian market has massive potential: Global CEO, Kinetic Worldwide

Marc-Antoine de Roys, Global CEO, Kinetic Worldwide talks about the efforts the agency is putting towards integrating mobile with out-of-home (OOH), to make the medium more accountable and the overall scope of growth for the medium in the near future

by Samarpita Banerjee
Published - Mar 28, 2018 9:00 AM Updated: Mar 28, 2018 9:00 AM

On his maiden visit to India, Marc-Antoine de Roys, Global CEO, Kinetic Worldwide has a very positive outlook towards the Indian market. He talks to us about his expectations from the Indian market, the efforts that the agency is putting towards integrating mobile with out-of-home (OOH), to make the medium more accountable and the overall scope of growth for the medium in the near future. Excerpts:

What are your top priorities in leading Kinetic globally and charting its growth strategy in the next couple of years?
For me the priority is to make OOH famous and this is pretty much the ambition of a lot of players in the industry. OOH is currently not the strongest medium today; Digital and Television are far ahead of us. I strongly believe we need to work together as an industry, work with our industry partners, whether they are media owners, journalists or even our competition. Working together would help us work better and help us coordinate a number of actions and that would allow us, as an industry, to make the medium famous. We have an avenue before us. Every day, new possibilities are offered to us by the combination and integration of mobile, whether it is in terms of data, social amplifications or targeting. There are so many things we can do. But we need to prove it as an industry before we can prove it as Kinetic.

In terms of performance, how has the agency fared in the last 12 months?
2017 has been a tough year but it has been tough for the advertising world overall and Kinetic is no different. However, we seem to be coming back and 2018 has started off pretty well for us in all our markets.

Globally as well as in India, mediums like TV and Digital have been seeing a steady growth for a while. What kind of growth is OOH witnessing and what’s the scope of the medium?
Mediums like TV and Digital have been growing at a fast pace for some time now. While they are still growing, the pace of growth has slowed down. They have to deal with a number of issues like privacy and content and OOH has a strong case when it comes to these things. While OOH is also becoming Digital slowly, OOH is outside, it’s not tracking data and it’s probably an answer to a lot of the questions that brands are currently asking themselves, in terms of overall privacy. Some of the recent market reports also have stated that OOH is one of the few mediums that will continue to grow. Combining mobile, which is also an outdoor medium (since we use it 75 per cent outside home) and OOH could lead to a lot of solutions. If we are able to bring about this integration efficiently, we will keep growing.

How well has the Indian market been performing and how important is the market in the global scheme of things for Kinetic?
India has been performing in line with the rest of the market. But the potential here is massive, when you compare it to a lot of other markets. There is no reason why India cannot become as big a market as China. Today, it’s the size of Thailand but we want to take India to the size of China.

The lack of measurement is one issue that makes a lot of brands wary about investing a lot in OOH. Is this a problem globally too? How are you working on solving it?
The lack of measurement is a problem everywhere. Some markets, like the UK however, face lesser problems in this regard because they have industry data which allows us to position the OOH medium. While we have to measure after campaigns too, a lot of monitoring tools have been developed in the UK market. Again, mobile can help in solving this problem. Measurement is difficult in the OOH ecosystem because of the spread of the market. Owing to the huge number of assets in the industry, it is almost impossible to control and monitor. You could send people physically on the ground to take pictures but even then you can never be 100 per cent sure about accuracy. With different mobile technologies coming in, we will be able to track and monitor everything much more efficiently and not only report on delivery but add other relevant information like traffic counts and get contextual information.

(For more, please lookout for the next issue of IMPACT)

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