‘Reg­u­la­tory bod­ies are needed’

Outdoor Asia - - Media Owner's Take -

OOH Clut­ter – The so­lu­tion

OOH is a mix of le­gal & il­le­gal medi­ums. With var­i­ous state & lo­cal bod­ies in­volved the clut­ter is unavoid­able. Un­less there is a ded­i­cated dept or min­istry ex­clu­sive to OOH medium there will be lit­tle or no con­trol.

Reg­u­la­tion of the in­dus­try

Like I said ear­lier reg­u­la­tion can be brought about with the ef­forts by the rel­e­vant min­istry / dept to reg­u­late this. Oth­er­wise it’s no­body’s child and this will con­tinue to be a medium with lots of play­ers with no rules to play by.

Dig­i­tal OOH

With no clear guide­lines from the au­thor­i­ties in­vest­ments here, it will not be com­men­su­rate with the re­turns. Ma­jor­ity of au­thor­i­ties are not very in­volved in this medium.

Credit is­sues – The so­lu­tion

Me­dia own­ers have to get to­gether to form a body to en­sure on time pay­ments. How­ever that is eas­ier said than done as there are too many play­ers across ge­ogra­phies. Un­til govt reg­u­la­tory bod­ies are in place we will con­tinue to have many small play­ers lead­ing to chaos. Till such time, agen­cies / clients will have to en­sure that credit is­sues are re­solved am­i­ca­bly.

Mea­sur­ing the medium

Tools need to be de­vel­oped which take into ac­count the dy­nam­ics of this medium. Cur­rently th­ese are very nascent or non ex­is­tent. Till then the medium will con­tinue to de­pend on ad­ver­tis­ers’ gut feel & prior ex­pe­ri­ence. Pric­ing will al­ways be a bone of con­tention. A re­cent cam­paign of ITC Foods in Chen­nai re­vealed that you could suc­cess­fully launch a prod­uct with OOH ex­clu­sively. For Dark Fan­tasy - Cho­comeltz, the only medium used was Bus shel­ters (30 ap­prox) and the prod­uct did ex­ceed­ingly well.

D Mu­ralid­ha­ran, Man­ag­ing Di­rec­tor, S S I Me­dia In­dia

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.