‘Lead­ers should stop the clut­ter’

Outdoor Asia - - Media Owner's Take -

OOH Clut­ter – The so­lu­tion

Yes, there is a so­lu­tion, an as­so­ci­a­tion among me­dia own­ers with a strong lead­er­ship can stop the OOH clut­ter.

Reg­u­lat­ing in­dus­try

Yes we still ex­pect OOH in­dus­try to be reg­u­lated. If not, the in­dus­try will re­main un­or­gan­ised.

Dig­i­tal OOH

DOOH will def­i­nitely take off sooner or later. Clients in cities like Chen­nai are not in­clined to­wards DOOH as of now. There has to be a whole change of ap­proach from the client side to­wards DOOH to see a change in In­dia

Credit is­sues – The so­lu­tion

Only a strong reg­u­la­tory body or me­dia own­ers as­so­ci­a­tion like IOAA can only solve this is­sue.

Mea­sur­ing the medium

I don’t think OOH can ever be ac­cu­rately mea­sured, at least not in the near fu­ture. Ev­ery agency has tried it with­out suc­cess. There has to be a strong mech­a­nism to mea­sure.

Prakash.J, Di­rec­tor Ra­mana Brand­com

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