Home >> Out-of-home >> Article

Advertisers in India are just warming up to digital media: Noomi Mehta, Selvel One

22-February-2018
Font Size   16
Advertisers in India are just warming up to digital media: Noomi Mehta, Selvel One

Noomi Mehta, Chairman & Managing Director of Selvel One, in conversation with exchange4media talks about the undulating path of the OOH industry, how digital is the future in ambient environments and that talent is a necessity in the industry for having a growth-oriented future. Excerpts:

What is the current Indian OOH advertising market scenario on the worldwide platform?

OOH in India has a very bright future. I would say India is a very challenging OOH market because of its fragmentation and because we still need to put a lot of core data sources in place. However, at the same time, there are complications which occurred particularly when very large funds entered into the Indian market from a couple transactions which failed in the past. Definitely, news travels fast and therefore, the reaction of authorised investors varies for the Indian market.

Indeed, the bad image of Indian market hasn't been able to attract big investment and has been unable to give returns. But from then till now, I think things haven't moved forward in the right way, the way they should have. Aside from the financial performance of the sector, I believe that the industry is lagging in adopting leading worldwide trends. Advertisers in India are just warming up to digital media, a medium that has been driving growth for OOH players globally for years.

How do you think the industry will improve its perception at a global level?

Infrastructure growth, government investment in airports and highways, digital OOH, curbing malpractices, investment in technology and people and so on should help. And finally, an all-encompassing and universally acceptable ROI measure should be brought. 
To become a regularised and unified body, the OOH industry has to be more flexible and convenient. The industry should be much more transparent to their clients. A deliberate and planned effort to establish an industry status could build a good relationship with the authorities as well as clients. We have to get together to become a truly advanced and unified force to strengthen the OOH industry in India and must push for the agenda that outdoor should be treated as an industry. 
What are your views on Digital OOH and going forward, do you think that this will become a huge growth driver for the OOH industry?

One question that begs to be answered is, is the Indian society ready for high tech expensive displays or will they fall victim to thievery, vandalism and hooliganism, prevalent in all corners of our country. First and foremost, change is required in the existing policies. One of the biggest reasons why many media owners have not moved towards digital media is due to lack of clarity regarding policies. The second issue is that the numbers of digital OOH sites are very few.

Last but not the least, media planners need to set the budget aside for digital OOH. Once we work on all these points then we can expect another Times Square in India. Also, mobile interaction, social media integration and Augmented Reality have a long way to go before they are accepted as a regular part of OOH media in India. Globally, these technologies have become an integral part of any OOH campaign.

What is your message to young entrepreneurs?

The OOH industry is dynamic and challenging, the earth, sea and sky is your world; explore and create possibilities. I would want young entrepreneurs to join the industry and make it their passion. I enjoyed it and you would too.

Where do you see the industry headed in the next five years? What must be done to make it more robust?

OOH is also expected to maintain double digit growth in the next few years. In the upcoming years, the opportunities for the outdoor industry is going to grow manifold as India is a growing economy with varied industrial parks, smart cities, coming in, railways and airport authorities calling for privatization in terms of giving advertisement rights and more. IOAA implementing the SOP would count as one of the big achievements. The SOP will give a more rational and systematic guideline to the whole fraternity in terms of doing the business as well as fix many issues related to payments, illegal media assets, etc.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on