‘Creative agencies have low focus on OOH’
Dhruba Mukherjee Associate Vice President The Telegraph
Measuring the medium
I feel outdoor can be measured by clients who have a strong brand tracking metrix. Such track mechanisms do point out the efficacy or the lack of it for various brand campaigns run on outdoor. We at the Telegraph have been able to measure outdoor performance in this manner. Lack of measuring mechanisms will cast doubts on spends and ROI which over time will reduce the attractiveness of the medium.
Percentage of spend on Outdoor medium
Our current spends are around 10-15% of our budgets. Innovations can be a good way to drive increases in outdoor spends.
Preferred outdoor format
So far our preferred formats have been bill boards, mobile vans and signages.
Focus on Digital OOH
Currently our focus is low as we feel it is a bit restrictive as an option.
Creative agencies –Their focus or the lack of it on OOH & their creativity
Creative agencies have very low focus on OOH. Most of the creatives are print adaptations. In the near term I do not think they will give any more focus than what they do. More attention will come only if the client’s primary and dominant media choice is OOH which as a scenario is unlikely. Hence OOH has to add value in creative services for clients to realize the possibilities and demand the same from their creative agencies.
Credit issues faced by media owners
Credit issues cut across industries and is not atypical to OOH only. Print and broadcasters have organized bodies which help them cope with the problem to some extent. Unless OOH industry consolidates and organize themselves in to a national regulatory body, this problem will not be solved.