e4m OOH 40 Under 40: OOH sector poised for a good run in 2020: Gayatri Ojha, Total India

Gayatri Ojha, Vice President, OEM Business, Total India, shares what she's looking forward to as part of the jury for e4m OOH 40 Under 40 Awards

e4m by Noel Dsouza
Updated: Feb 13, 2020 2:55 PM
Gayatri Ojha

The first edition of the e4m OOH 40 Under 40 Awards will be held next month on March 12, 2020, at Taj Santacruz, Mumbai. An eminent jury panel will select trailblazers of the OOH industry who will be awarded for their contributions to the fast-growing Out-of-Home (OOH) sector of the Media & Entertainment Industry.

One of the key members of the jury is Gayatri Ojha, Vice President, OEM Business. We spoke to Ojha on what she's looking forward to as part of the jury.

"Being a part of the jury board of the exchange4media 40 Under 40 OOH awards is an interesting proposition for me. I finally have an opportunity to use a bifocal lens of being a brand and marketing expert on one hand and being a business entrepreneur on the other. What I am hoping to do in this process is really dive deeper into the area of data and measurement in OOH."

Speaking about how she sees the growth of outdoor advertising in 2020, Ojha states, “With the proliferation of data-driven media in OOH, availability of technology such as sensors, face-recognition software and supply of better quality in the media offered, the Indian OOH Industry has the opportunity to be a flag-bearer of advertising growth in 2020. Last year was dismal for many sectors especially the Auto & Auto-ancillary. However, marketers are now starting to come back powered with higher rigor in investments. Personally I believe that the OOH industry is poised for a good run in 2020 if it can really answer the need for this rigor and allow for higher measurability.”

She further said, "We have come a long way in terms of improvisation of the quality of the media that is available to us. As well as growth in programmatic and the number of digital screens that are available to us today in high dwelled touched points. But we still do not have uniformed measurement metrics. As a business set as well as a marketer one has to keep a constant eye on the bottom line. We all know that spending on OOH is an expensive proposition."

Commenting on what she's hoping to see with the nominees of e4m OOH 40 Under 40, Ojha says, "What I am hoping to see with the nominees is how well they have crafted out this end-to-end campaign thought.”

In conclusion, Ojha said wishing a huge amount of luck to all the nominees. "I’m sure that in this process both the jury as well as the nominees will learn a lot," remarked Ojha.

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