‘OOH is an eco sys­tem, not just a medium’

San­deep Tarkas - Pres­i­dent - Cus­tomer Strat­egy (Fu­ture Group) & CEO (Fu­ture Me­dia), CEO (T24) In­dia

Outdoor Asia - - Brand Take -

Mea­sur­ing the medium

This in­dus­try can be mea­sured. We def­i­nitely can’t get the trans­parency like in TV and print mea­sure­ment, but we can surely have some sort of mea­sure­ment. It would be dif­fi­cult to pre­dict the con­se­quence of not mea­sur­ing now. We spend on this medium with a bet­ter un­der­stand­ing of it. Even with mea­sure­ment, it would be tough to say whether there will be a dra­matic in­crease in spend or not. We will have to see the re­sults once the mea­sur­a­bil­ity comes in.

Per­cent­age of spend on Out­door medium

We spend around 10-11% on the OOH medium. For the bet­ter­ment of the in­dus­try I be­lieve there should be some sort of stan­dard­iza­tion in the in­dus­try and re­duc­tion in the num­ber of me­dia own­ers. Yes the in­dus­try looks bet­ter as com­pared to say 5 years ago, but still it is much clut­tered. There should be some or­ga­ni­za­tion in the medium in terms of for­mats and mea­sur­a­bil­ity.

Pre­ferred out­door for­mat

For­mat se­lec­tion varies from cam­paign to cam­paign. But a lot of our cam­paigns are short term there­fore we end up tak­ing large size for­mats like hoard­ings, mall fa­cades, in­side mall ele­ments etc. So we take all sorts of for­mats of OOH apart from small units like kiosks.

Fo­cus on Dig­i­tal OOH

The dig­i­tal OOH per­for­mance in In­dia has been be­low the ex­pec­ta­tion. Ini­tial dis­ap­point­ment was over the fact that peo­ple failed to un­der­stand the medium. But I feel there will be a lot of learn­ing in the fu­ture.

Creative agen­cies –Their fo­cus or the lack of it on OOH & their cre­ativ­ity

It is still a chal­lenge when it comes to OOH ads. We al­ways face the strug­gle in this area. I am sur­prised to see that main­line agen­cies are il­lit­er­ate and have lack of un­der­stand­ing about OOH cre­ativ­ity. As for get­ting the agency’s at­ten­tion on OOH, I think we all need to face this chal­lenge to­gether. I don’t think any­one can get their at­ten­tion alone. Ev­ery­body -- right from the me­dia own­ers and OOH agen­cies to the brands -- need to take the re­spon­si­bil­ity for this. I think the big­gest is­sue is that we take OOH strictly as a medium whereas ev­ery­one needs to un­der­stand the en­tire eco-sys­tem of OOH medium. In this medium, each for­mat works dif­fer­ently whether it is BQS, Mall façade, hoard­ing or even dig­i­tal OOH, which would per­form a dif­fer­ent role in a re­tail store. So we need to un­der­stand the char­ac­ter­is­tics of for­mats and this medium.

Credit is­sues faced by me­dia own­ers

I don’t think credit is a big chal­lenge now as it was 5 years ago. I feel now the me­dia own­ers’ money is much safer if they work with big agen­cies and big brands.

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