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A revolution in OOH space is inevitable: Sunil Vasudeva, Pioneer Publicity

27-February-2018
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 A revolution in OOH space is inevitable: Sunil Vasudeva, Pioneer Publicity

Considered to be one of the veterans of the Out of Home Industry in India, Sunil Vasudeva, is the Director of Pioneer Publicity. Beginning his journey in the outdoor advertising domain several years ago by undertaking simple jobs like painting hoardings for clients, he has built a formidable full-fledged OOH media-owning business with different OOH properties like hoardings, bus shelters, bus panels and more. In conversation with exchange4media, Sunil Vasudeva, Director, Pioneer Publicity, shares his thought on the current status of OOH Industry, accountability and the company's growth plans.

Excerpts:

How has your journey been as a 'Media Owner' in the Indian Outdoor Industry and what changes have you seen in the market?

The journey has been quite exciting and every day was a new learning. The industry has been very interesting and has gained the confidence of many advertisers. I think the industry has transformed itself in a major way compared to 20-25 years ago. OOH communication has proliferated rapidly with the changing lifestyles of consumers and their media consumption habits. Those days, so-called big and professional advertising agencies didn't patronize outdoor advertising at all as they felt outdoor advertising was unorganized, which it was.

Earlier we would paint the hoardings and it took two to three days to paint each hoarding. Today, we get them vinyl printed in half that time. Also, the duration of campaigns were longer then, spread over a month or two. Now, the number of campaigns has increased but their duration has reduced. Creatively also, the medium is being used much better and the advertisers have now started liking it.

On the media front itself, many new medias have been born and have helped in the infrastructure growth of the city. The medium is now more professional and organized than five years ago.

The competition in the OOH market is getting intense by the day. How do you plan to remain competitive?

To remain competitive in this growing outdoor industry, we believe two Q's- Quick and Quality (meetings, proposals, execution and after sales service.)

What are the new media options you added to your portfolio recently? How do you plan to market the same?

We have recently acquired naming rights for 14 DMRC stations. We will be getting the possession in April.

What practices should one follow to minimize vacancy?

One should find creative solutions in tune with the scenario and create attractive packages and benefits for long-term bookings.

Is the OOH domain bringing more brands into its fold? What is your particular experience in this regard?

With changing patterns of consumer media consumption, advertisers are constantly seeking ways that are creative and innovative in a manner that would help get their brand message closer to the customer, especially niche audiences. Because of this growing importance of the medium, the decision making process is beginning to move upwards at the client level. Increased client confidence coupled with measurement would see an accelerated interest in the medium that would result in increased number of advertisers and OOH spends.

Where is digital OOH industry in India heading?

Digital OOH is growing worldwide and India is no exception. What started as an absolute niche product a decade ago is fast becoming part of the mainstream media landscape, as digital screens fixed in varied public places deliver highly targeted campaigns and solid, sophisticated metrics. I personally believe digital OOH industry in India has a great future and, like it happens in all industries, technology always wins in the long run and the same is expected with digital OOH.

Digital OOH will revolutionize the OOH industry by adding new and exciting dimensions like interactivity, customer engagement and measurement, etc. which is bound appeal to the advertiser. All we need to do is believe in the potential of Digital media and drive it towards the right direction.

Where do you see the OOH industry in India five years from now?

Within the next five years, a revolution in OOH space is inevitable. With increasing barrage of international OOH giants coming into India, the response from the clients, the agencies and also the media barons will be first-of-its-kind.

Also, digital will be the future of the industry in the next five years. Revenues from billboards will be replaced by LED and ambient media.

What are the long term and short term visions of Pioneer Publicity?

Our goal is to offer added value, time-defying technology and comprehensive support in tune with combating forthcoming challenges. We wish to set a paradigm in quality and service in OOH industry. We want to offer creative solutions for budget constraints, geographical challenges and overcrowded media space. We hope to become a name synonymous with the revolutionary outdoor advertising agency.

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