Time we went their way!
We yet haven’t been able to achieve a steadily increasing, healthy growth rate for a medium which is arguably the oldest. Somewhere the larger leap is eluding us. A compelling probe and we all know where the issue probably lies. Yes! We have managed to convince clients’ to an extent where they willingly vest a certain amount of confidence and monies in the medium. But this has now hit a road block; no amount of convincing will get us through this road block until we realize that it is time we went their way. In an attempt to compile the expectations of the client and thus provide the industry a direct and the only path to growth, Outdoor Asia carries a feature in this issue that probes into the mind of some top spenders across varied categories. Read ‘What’s on their mind?’ to know what your clients currently spend on OOH, and what are their expectations and areas of concern. It’s time we reset our priorities and in the process keep the clients will right on top. Complacency towards these expectations will only spell more challenges for the medium. While you ponder over this, also sail through the many interesting features this issue has to present. Witty copy and a wittier war happens out there on billboards with The Hindu’s creative campaign, read the feature ‘Making sense not sensations!’ and know more about this creative catch. Then we have Titan Eye Plus making good use of the vintage signages pasted on the rear of trucks and auto rickshaws, an extremely relevant ambient arrangement. Further on creating a quirky impact on its female patrons is Diesel, which launches an OOH campaign that reaches out to the TG the Diesel way, know more by reading ‘OOH the Diesel way’ feature. Along with these regular doses of OOH we also bring you more food for thought, with features like ‘B-Positive – OOH in Tier II India’ a compilation of the latest, and what’s going on in the B-Town cities with respect to OOH feature. Read to know how OOH is doing in the larger India. On the other hand we have a whitepaper from Kinetic’s Moving World India initiative which details out the nuances of Urbanization and what it means for OOH. Also look out for the regular nuggets. So turn to a more ‘client compliant’ you!