‘Loose ends to be tied before measuring’
Pramod Bhandula, MD, JCDecaux Advertising
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.
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.