‘We need to come together to resolve credit issues’
OOH Clutter – The solution
The recent moves by the Authorities in certain cities show an inclination to limit and regulate OOH media which I personally think is a step in the right direction.This coupled with the increase in new and unconventional media avenues that provide a captive audience i.e. metros, malls etc will help the industry grow.
Regulation of the industry
Regulation is necessary to maintain the equilibrium in every Industry and OOH is no different. At present there are many regulations being set in but there is a lot of resistance in accepting these regulations in India. The government has to address these regulations with more conviction now than in past or future, otherwise the industry will continue to lag when compared to other avenues.
Digital OOH will still take time; I think everyone is still trying to understand what Digital OOH actually is. There are issues such as content, media avenues, reach etc that need to be resolved for it to grow further.
Credit issues – The solution
Some of the larger companies have started implementing strict credit guidelines. Even if 40% of the media owners come together and implement standard industry payment terms, everything will fall in place. Hopefully the IOAA will help in this.
Measuring the medium
OOH can be measured even today to a certain degree. The measurement parameters may be different from other forms of media, but probably just as accurate. Once the industry starts getting regulated, it will be easier for independent agencies to set up systems that measure reach accurately. For our in-flight media we do provide clients verifiable data on their campaigns.