‘Adapt­ing to global trends is im­per­a­tive’

Outdoor Asia - - Media Owner's Take - Ju­naid Shaikh Man­ag­ing Di­rec­tor RoshanS­pace Brand­com

OOH Clut­ter – The so­lu­tion

Clut­ter means dis­or­der, un­planned, or non aes­thetic. But then ev­ery ad­ver­tis­ing me­dia is clut­tered th­ese days. Be it tele­vi­sion or print. The dif­fer­ence is that out of home me­dia ve­hi­cles are widely vis­i­ble to the eyes. With other medi­ums, you have a choice of not see­ing it. In out of home me­dia you don’t have that choice you have to see it. Hence the clut­ter is more vis­i­ble. How­ever the pos­si­bil­ity of ex­plor­ing and in­no­vat­ing is at its in­fant stage. Clearly the best use of me­dia ve­hi­cles for spot-on com­mu­ni­ca­tion needs to be the spe­cialty of ad­ver­tis­ing agen­cies. Self reg­u­la­tions, aes­thetic EHDWL­fiFDWLRQ DQG GHYHORSPHQ­W RI PHGLD YHKLFOHV QHHG to be done by me­dia own­ers. New tech­nol­ogy and adapt­ing to global stan­dards are the need of the hour for the in­dus­try. Cre­at­ing unique­ness in the clut­ter is the chal­lenge, it re­quires in depth un­der­stand­ing of the func­tions of each me­dia ve­hi­cle. Adapt­ing to global trends is im­per­a­tive.

Reg­u­la­tion of the in­dus­try

OOH will be reg­u­lated as a nat­u­ral cause of ac­tion. OOH me­dia in In­dia are go­ing through a ma­jor tran­si­tion in the need for evo­lu­tion. The last gen­er­a­tion is hand­ing over to the new age in­her­ited stake hold­ers. This in it­self will cre­ate a sense of reg­u­la­tion. The new age en­trepreneur­s are in­clined to it, to a sys­tem and a process. A few can make a dif­fer­ence and it will hap­pen. OOH me­dia is highly ex­pe­ri­en­tial. Mar­keters may not be able to gauge the reach, like in print or elec­tronic medi­ums, but they cer­tainly do ex­pe­ri­ence the ef­fect of it, sim­ply by its sta­bil­ity and strong pres­ence. Reg­u­la­tion is a part of evo­lu­tion and it will be done, and we are al­ready work­ing on it. The cul­ture has to be cre­ated and it will be.

Dig­i­tal OOH

Dig­i­tal OOH is the only way this medium will re­ceive its due recog­ni­tion in In­dia. The stake hold­ers will need to li­aise with the reg­u­la­tory au­thor­i­ties in cre­at­ing a road map and a pro­vi­sion for vis­ual trans­for­ma­tion of cities across In­dia with var­i­ous dig­i­tal tech­nolo­gies avail­able glob­ally. OOH medi­ums and var­i­ous il­lu­mi­na­tion tech­nolo­gies can ac­tu­ally trans­form the look of the city af­ter sun­set. In­dia is known for its colours but it has great po­ten­tial for it to be­come vis­ually vi­brant through dig­i­tal OOH me­dia ve­hi­cles. If the mu­nic­i­pal au­thor­i­ties are con­vinced, there is no stop­ping from it hap­pen­ing. 0DUNHWHUV ZLOO EHQH­fiW WKH PRVW IURP LW.

Credit is­sues – The so­lu­tion

Credit is­sues are the re­sult of a frag­mented mar­ket. Con­sol­i­da­tion, self reg­u­la­tion, ac­count­abil­ity and trans­parency are the cure for this virus. The stake hold­ers have to join hands, con­cen­trate more on fu­ture goals of the in­dus­try rather than wast­ing time in re­cov­ery. Too much time is spent in fol­low ups. The out­door ad­ver­tis­ing as­so­ci­a­tions across the coun­try are part­ner­ing with the me­di­a­tors to re­solve it, change of at­ti­tude and prospec­tive is re­quired in or­der to bring in change in the in­dus­try.

Mea­sur­ing the medium

The use of OOH ad­ver­tis­ing is mea­sur­able in its ef­fect to VSHFL­fiF VHJPHQWV OLNH UHDO HVWDWH; ZH KDYH FDVH VWUGLHV that prove the ef­fec­tive­ness, but it is ex­pe­ri­enced in its ef­fect, sim­ply due to its strong pres­ence. This is why the medium has grown in leaps and bounds. OOH me­dia ve­hi­cle is to be mea­sured by the science of vis­i­bil­ity, vi­sion and fre­quency of vis­i­bil­ity as well. Meth­ods are be­ing put in place. The medium is highly ef­fec­tive, that is a known fact, and all that needs to hap­pen is the method of mea­sur­ing it. If it is not mea­sured it will not be trusted. To bring in that trust, it re­quires to be mea­sured.

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