‘Transparency should increase’
Vivek Lakhwara President - Rapport Outdoor Advertising Measuring the medium
Yes, OOH can be measured. But for this, we need traffic count details, some details of persons in that traffic and visibility of OOH units to this traffic. Since we do not have these right now, it cannot be measured immediately. Our industry is working towards getting the above mentioned details therefore, sooner than later, we should be able to measure OOH.
Measurability is of course one. Apart from this transparency should increase.
Reaching international standards
All the stakeholders would have to simultaneously reach higher standards. Standardization of media, improvement in its quality, rate cards, measurement and monitoring, all should progress together.
It is not the prime area of focus except for the displays in airports. It still has to be creative enough to catch the attention of consumers.