‘Be re­al­is­tic about mea­sur­ing’

Lokesh Kumar, OOH Con­sul­tant

Outdoor Asia - - Agency Take -

Mea­sur­ing the medium

OOH can be mea­sured. But due to the vast size of the ge­o­graph­i­cal mar­ket and the dy­namism in­her­ent in and spe­cific to our mar­ket, we as an in­dus­try have to be re­al­is­tic and prac­ti­cal. We can’t achieve 100% ac­cu­racy ( TV it­self hasn’t achieved the same). There­fore with the help of tech­nol­ogy and a com­bined ef­fort of the in­dus­try we should be able to mea­sure OOH. The con­se­quences aren’t go­ing to be overnight, but Dig­i­tal / mo­bile / on­line etc will erode the OOH busi­ness slowly but surely.

The chal­lenges in OOH

The chal­lenges are plenty - the fact is that we don’t have any con­trol over the core of th­ese chal­lenges. There­fore, those of us who have been able to mas­ter the tech­niques to over­come th­ese chal­lenges have sur­vived and be­come OOH In­dus­try (Me­dia own­ers / Spe­cial­ists etc ) mem­bers.

Credit is­sues faced by me­dia own­ers

It’s a chain of is­sues. 95% of the me­dia are dis­pens­able, there­fore they have credit is­sues. It’s only those 5% who have made them­selves in­dis­pens­able through var­i­ous ways - Monopoly, qual­ity - in terms of me­dia / process etc who have en­sured that they are be­yond th­ese credit is­sues.

Reach­ing in­ter­na­tional stan­dards

I wish it was easy to an­swer when we can reach in­ter­na­tional stan­dards. At each city / Dis­trict / State / Re­gional level the in­dus­try cham­pi­ons have to bring about the change. It is hap­pen­ing in a few cities, which if we can iden­tify and adapt, the change will hap­pen.

Dig­i­tal OOH

Wait and watch

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