Are we ready to talk...?
As you read this, the big event OAC-2013 is possibly already underway. If you are reading this, it also means that you are aware of what OAC is and what it means to the industry - a platform for professionals engaged with the outdoor medium to come together, network and chalk out the way ahead.
You are also aware of the OA Awards, a highlight of the event which, as we keep telling you, makes one ‘ridiculously competitive’. The idea is to facilitate healthy competitiveness that can result in better standards of creative excellence in the medium and industry eco system. Meanwhile for us at VJ Media Works it’s time to once again steer a course of events that will hopefully result in some positive changes—to catch the bull by its horn and rein it in on the right path, so to say. The bull here being all those issues that have been bogging this industry down. In fact, as you read this issue, some of these issues are exactly what some industry stakeholders have spoken out loud against. These stakeholders include brands who use this medium, the media owners and the specialist agencies. To each of them we posed some specific questions related to the industry and each of them has articulated their perspectives. Certain key observations emerge, some of which are of course obvious: a) There needs to be better self discipline in the industry, quite obviously because, to solve any issue -- whether clutter, the prevalence of illegal media, the slow pace of digital growth or the inadequate budgeting for OOH by brands – the onus is on the industry to self regulate. After all, laws are meaningful, only to the extent they are followed and monitored. b) There needs to be better collaboration between specialist agencies and media owners c) Specialist agencies can perhaps join a body like the IOAA – this among other things can take care of issues such as payment delays. d) It’s upto to the brands to steer the agencies towards OOH e) Specialist agencies for their part need to equip themselves with better awareness on the medium and arrive at a suitable creative plan f) Digital growth will need many factors to work favourably – friendlier regulations and support from the Authority side, clearer ROI model and customized content and creativity, among others. We are hoping that having read through these varied perspectives from the stakeholders, you will leverage the OAC platform to discuss and debate on all these issues. So, are we ready to talk?