‘Trans­parency should in­crease’

Vivek Lakhwara Pres­i­dent - Rap­port Out­door Ad­ver­tis­ing Mea­sur­ing the medium

Outdoor Asia - - Agency Take -

Yes, OOH can be mea­sured. But for this, we need traf­fic count de­tails, some de­tails of per­sons in that traf­fic and vis­i­bil­ity of OOH units to this traf­fic. Since we do not have th­ese right now, it can­not be mea­sured im­me­di­ately. Our in­dus­try is work­ing to­wards get­ting the above men­tioned de­tails there­fore, sooner than later, we should be able to mea­sure OOH.

Chal­lenges

Mea­sur­a­bil­ity is of course one. Apart from this trans­parency should in­crease.

Reach­ing in­ter­na­tional stan­dards

All the stake­hold­ers would have to si­mul­ta­ne­ously reach higher stan­dards. Stan­dard­iza­tion of me­dia, im­prove­ment in its qual­ity, rate cards, mea­sure­ment and mon­i­tor­ing, all should progress to­gether.

Dig­i­tal OOH

It is not the prime area of fo­cus ex­cept for the dis­plays in air­ports. It still has to be creative enough to catch the at­ten­tion of con­sumers.

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