‘Loose ends to be tied be­fore mea­sur­ing’

Pramod Bhan­dula, MD, JCDe­caux Ad­ver­tis­ing

Outdoor Asia - - Edia Wner's Take -

OOH Clut­ter – The so­lu­tion

The so­lu­tion be­gins with the ac­knowl­edge­ment of the fact that un­reg­u­lated OOH sce­nario cre­ates vis­ual clut­ter in the cities. The ad­min­is­tra­tions should strive to bring down this clut­ter through for­mu­la­tion and en­force­ment of strict OOH guide­lines and poli­cies. Also the onus lies on the in­dus­try to equip the ad­min­is­tra­tors with best prac­tices and poli­cies in or­der to at­tain a win-win so­lu­tion.

Reg­u­la­tion of the in­dus­try

To­day, we can see rad­i­cal changes around us in the OOH sce­nario. It is pos­si­ble to achieve a reg­u­lated en­vi­ron­ment through in­dus­try ef­forts. To be­gin with, the in­dus­try it­self has to rec­og­nize the need for self­dis­ci­pline and reg­u­la­tion and get ready to adapt to the changes in the in­dus­try. In case of non-per­for­mance from the in­dus­try, con­se­quences will be huge re­sult­ing in loss of growth and neg­a­tive im­pact.

Dig­i­tal OOH

Im­ple­men­ta­tion of Dig­i­tal for­mats is in­evitable in OOH. It might be late but it will be­come a re­al­ity in the fu­ture.

Credit is­sues – The so­lu­tion

The me­dia own­ers are the ma­jor stake­hold­ers and hence the onus is on us. First the above is­sues have to be ad­dressed. Con­sol­i­da­tion, less clut­ter of op­er­a­tors will surely help to come over this sit­u­a­tion. The ad­ver­tis­ers are ready to ac­cept the timely pay­ment sched­ule, but the in­dus­try has to put in their ef­forts to or­ga­nize them­selves and come up to a level of ac­cept­abil­ity.

Mea­sur­ing the medium

OOH can be mea­sured for sure, if it gets into a reg­u­lated and con­trolled en­vi­ron­ment. In case the loose ends con­tinue to be un­tied, it will be very dif­fi­cult to mea­sure the im­pact of OOH. In ab­sence of mea­sure­ment tools for OOH, the other medi­ums stand to be ben­e­fit­ted in the long run as the growth po­ten­tial of OOH will get trans­ferred to other medi­ums.

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