‘Cre­at­ing stan­dards: It’s a ques­tion of how’

Nitin Jain Man­ag­ing Di­rec­tor Prodigy Com­mu­ni­ca­tions & Mar­ket­ing Credit is­sues faced by me­dia own­ers

Outdoor Asia - - Agency Take -

Mea­sur­ing the medium

OOH Me­dia is very dif­fi­cult to mea­sure be­cause the au­di­ence is very large con­sist­ing of ev­ery per­son on the move, and all the peo­ple will not be look­ing in­tently or pre­cisely to ev­ery dis­play they pass by. This makes it less cred­i­ble as a mea­sure­ment stan­dard. Even then, there are cer­tain method­olo­gies for mea­sure­ment which can be used to mea­sure OOH by hav­ing a proper knowl­edge of lo­ca­tion, traf­fic pat­terns, proper knowl­edge of properties in dif­fer­ent lo­ca­tions, phys­i­cal de­tails like dis­tances/an­gles etc, sys­tem of gaug­ing and so on.

Chal­lenges

One of the big­gest chal­lenges in OOH is the lack of proper syn­chro­ni­sa­tion among agen­cies. Proper syn­chro­ni­sa­tion helps in ex­e­cut­ing ef­fec­tive cam­paigns. Apart from this, the ser­vice also mat­ters a lot. Still, there are many agen­cies which do not pro­vide good and prompt ser­vice in terms of avail­abil­ity, proper light­ing, day-to-day up­dates to its client etc. Last, but not the least, pay­ment is an­other chal­lenge in the OOH In­dus­try. It is a big prob­lem as most agen­cies are very bad pay masters and they also don’t is­sue pur­chase or­der on time. They al­ways be­lieve in delays when it comes to pay­ment, and in the end, ask for bulk dis­counts af­ter ne­go­ti­a­tion.

Reach­ing in­ter­na­tional stan­dards

I be­lieve in some places in In­dia we have al­ready reached in­ter­na­tional stan­dards. But in max­i­mum num­ber of places there is still a long way to go. ‘When’ is not as im­por­tant as ‘How’. I be­lieve, the day when all the out­door agen­cies and the me­dia own­ers will unite or start work­ing as a team, is when in­ter­na­tional stan­dards will be set. In­dia has the best in­fra­struc­ture in terms of qual­ity man­power, cre­ativ­ity and a huge po­ten­tial mar­ket.

Dig­i­tal OOH

Our fo­cus on dig­i­tal is not much. We be­lieve it will take time as a me­dia in out­door to grow in In­dia.

Fo­cus on OOH as com­pared to other me­dia

We are more fo­cussed on OOH com­pared to other me­dia as we be­lieve this is the most ef­fec­tive and cheap medium when com­pared to other me­dia op­tions avail­able. Also, we as an agency earn more in out­door com­pared to any other me­dia. Now, as a com­pany our plan is to be­come a pi­o­neer agency and me­dia owner in out­door PAN IN­DIA.

Role of OOH in over­all me­dia mix

OOH plays the most im­por­tant role in any me­dia mix. If you want to have great reach in a sin­gle day, print ad is the only op­tion. For cre­at­ing any brand or prod­uct and to have an im­pact among the au­di­ence, elec­tronic is the best me­dia. But to make a brand a hit, and make it vis­i­ble to max­i­mum eye balls, out­door is the best and only op­tion.

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