‘Strong as­so­ci­a­tions will solve credit is­sues’

Outdoor Asia - - Media Owner's Take -

OOH Clut­ter – The so­lu­tion

Most im­por­tantly, Self Reg­u­la­tions and Ethics in Busi­ness are re­quired. If th­ese are not there, then the OOH clut­ter is­sue won’t be solved. In gen­eral, Out­door Me­dia Own­ers’ (OMOs) self in­ter­est takes over when they are putting me­dia and they try to with their com­peti­tor’s me­dia. In such a state if an OMO want to build his Me­dia and he knows that putting the me­dia will kill the other own­ers’ me­dia, he will not stop it. There is is un­fair com­pe­ti­tion. Yes, the sit­u­a­tion can be con­trolled to a large ex­tent, if the Civic Agen­cies take some ac­tion against the erring me­dia own­ers.

Reg­u­lat­ing the in­dus­try

There is a say­ing that goes, “World is based on Hope”. There are many peo­ple in Govern­ment Of­fices who be­lieve in sys­tem­atic work­ing. For the OOH In­dus­try to be reg­u­lated, Govern­ment Of­fi­cers have to take the ini­tia­tive for reg­u­lat­ing the in­dus­try. We feel if the ini­tia­tive is taken at the Cen­tral Govern­ment Level and not just the Delhi Govern­ment level, Reg­u­la­tions will take place and a ma­jor­ity of in­dus­try play­ers will start fol­low­ing it.

Dig­i­tal OOH

Dig­i­tal OOH will def­i­nitely take off in In­dia, but not in the im­me­di­ate fu­ture. It will take 7 to 8 years. The rea­son for this is gen­er­ally in In­dia, OOH me­dia has been viewed neg­a­tively be­cause Civic Cor­po­ra­tions don’t get enough rev­enues. If the in­dus­try play­ers are men­tally pre­pared to pay rev­enues to the Cor­po­ra­tions, then it will grow and Dig­i­tal OOH also will come into ac­tion. OOH Me­dia is ex­ploited for com­mer­cial pur­poses by OOH me­dia own­ers and the Agen­cies. When the Civic Agen­cies do not get good rev­enues why will they pro­mote the me­dia and al­low dig­i­tal OOH? For our part, we are en­cour­ag­ing all the mem­bers of Delhi Out­door Ad­ver­tis­ers As­so­ci­a­tion to give the sites for pub­lic aware­ness cam­paigns.

Credit is­sues – The so­lu­tion

Th­ese is­sues are solved at the As­so­ci­a­tion’s level, and as­so­ci­a­tions have done some ground­work be­cause of which there have been changes, which are hav­ing a pos­i­tive im­pact on the in­dus­try and on its play­ers. For ex­am­ple, many clients have started pay­ing their out­stand­ing dues on time to Out­door Me­dia Own­ers. In Delhi, when­ever an Agency com­plains about any is­sue which they are fac­ing from their clients, or Govern­ment Of­fi­cials, DOAA tries to solve the is­sue and in many cases, their is­sue has been solved. Be­cause of strong as­so­ci­a­tion in Delhi, no client can hold the pay­ment due to the out­door me­dia agency for too long. De­spite this, when­ever an out­door owner wants to oblige the client per­son­ally by giv­ing ex­tra days for out­stand­ing, they are do­ing it on their own, and the DOAA will not be able to solve those types of is­sues.

Mea­sur­ing the medium

At present there is no sci­en­tific way or any se­ri­ous ini­tia­tives taken to mea­sure OOH in a way which all the stake­hold­ers agree upon. But at the same time the reach of OOH is mea­sured em­pir­i­cally by ad­ver­tis­ers. The ad­ver­tis­ers know that a dis­play ad in a good Delhi news­pa­per will cost about Rs.5 lakhs (de­pend­ing upon size) for one day, whereas a good OOH site costs aver­age of Rs 1.5 lakhs for one whole month. More­over, when the advertiser gets de­cent re­sponse, he re­peats the cam­paign. The advertiser is happy with his ROI (Re­turn on In­vest­ment) through OOH. Thanks to the value for money, more and more new ad­ver­tis­ers pa­tron­ize out­door me­dia Th­ese clients are those who have never ad­ver­tised on OOH Me­dia. Real es­tate builders, show­room own­ers, and retailers are go­ing for the OOH Me­dia. Now even re­li­gious gu­rus and po­lit­i­cal par­ties are show­cas­ing their de­vel­op­ments through OOH Me­dia. My opin­ion is that if buy­ing and sell­ing are done at rea­son­able rates then the in­dus­try will grow and ad­ver­tis­ers will au­to­mat­i­cally sup­port the OOH me­dia. When some­body takes the me­dia at ex­or­bi­tant rates and sells at still higher rates, ad­ver­tis­ers can­not af­ford the me­dia and the in­dus­try will suf­fer. So, it is ad­vised to avoid cut throat com­pe­ti­tion. I would like to con­clude with the fact that OOH Me­dia is bound to grow and soon we will see new in­no­va­tions and new me­dia be­ing put on show.

Mukesh Gupta CMD, Graphisads

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