Industry experts believe that the Indian OOH industry, which has grown reasonably in the last few years, still has several issues to be sorted out. The biggest worry is lack of accurate measurement and accountability, which has adversely impacted the industry’s success. The august panelist in the OOH conference, which took place on February, 2011 in New Delhi, discussed the challenges of planning and buying outdoor media in India.
According to Amit Tiwari, Country Head – Media, Philips India, “The biggest challenge is not having the understanding of the medium. Nobody thinks about the objective of the campaign before putting it on the OOH medium. OOH should be relevant to the context and it should be brand fit and medium fit.”
Agreeing with this view, Hemanth Shah, President, OOH Media Initiatives, Lintas Media, stressed that brand communication objective needed to be understood before putting money into it.
While OOH owners have their own grievances for not being considered by advertisers and planners, Sam Balsara, CMD, Madison World, explained the ‘why’ of the question. He said that agencies wanted to be sure that whatever they were buying would deliver and that the rates they were paying were reasonable. “However, the OOH medium is yet to get these things sorted out,” he observed.
For Nabendu Bhattacharyya, MD, Milestone Brandcom, there was need to strategise the work and use “common sense” while making an OOH plan. Speaking about the scenario in Delhi, he pointed out, “There are 43 junctions that can cover Delhi city through OOH hoardings.”
How to measure it?
Even as reliable research was need of the hour for the OOH industry, not much development was seen in this regard. Agreeing with this, Balsara said that a study was done 3-4 years ago in Mumbai and Pune city only. He, too, emphasised on the need for comprehensive research-based data.
Pawan Bansal, CEO, Jagran Engage, too, stressed on the need for well-researched data for the industry and said that they were ready to invest for the research. Mranwhile, giving future projections, Bhattacharyya noted that research in 12 to 13 cities could be done in the coming years.
Haresh Nayak, MD, Posterscope India, commented that to create value for media planners to consider the medium, the industry needed to have data for the industry.
Balsara was, however, positive about the OOH medium as he informed, “While in India the OOH industry has a 7 per cent share of the overall ad pie, the world over this figure is between 5 per cent and 12 per cent. So, the industry is not totally off. It is getting its due share.”
Amit Tiwari, Hemanth Shah, Sam Balsara, Nabendu Bhattacharyya, Pawan Bansal, and Haresh Nayak were speaking during the session titled ‘Challenges of Planning & Buying Outdoor Media in India’ at the OOH 2011 Conference on Outdoor Advertising and Digital Signage, held on February 25, in New Delhi. Sunandan B Chaudhury, Managing Partner, Right Talent Consultants, moderated the session.
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