‘Need a com­mon re­search cur­rency’

Haresh Nayak MD, Poster­scope In­dia Group

Outdoor Asia - - Agency Take -

Mea­sur­ing the medium

Yes OOH can be mea­sured and has been done suc­cess­fully in many coun­tries; in In­dia no­body has un­der­stood the ef­fi­cacy of the OOH medium. The un­der­stand­ing of the need for a brand is miss­ing in the plat­form. The lack of com­fort with the in­vest­ment is the rea­son for the ab­sence in trust. Hence, there needs to be more in­vest­ment in re­search and then we can have our own re­search. It would help us in un­der­stand­ing the ef­fect of out­door mar­ket­ing, cus­tomer be­hav­iour, ROI, etc.

Chal­lenges in OOH

OOH in­dus­try in In­dia is grow­ing at a sta­ble rate; but we be­lieve that it can grow ex­po­nen­tially if we are able to get a few things right. We ma­jorly lack good re­search and an ac­count­abil­ity mech­a­nism in In­dia, though lots of agen­cies have their own re­search but the in­dus­try needs a com­mon re­search cur­rency. Also, good trade prac­tices will go a long way to­wards achiev­ing things like qual­ity bench­mark­ing, stan­dard­iza­tion, trade li­cens­ing etc. Man­dated and stan­dard­ized pro­cesses only will help the in­dus­try grow fur­ther.

Credit is­sues faced by me­dia own­ers

In the ab­sence of a for­mal credit pol­icy, ev­ery com­pany is fac­ing a liq­uid­ity prob­lem and is forced to part with huge dis­counts and credit notes each year to re­cover dues. I strongly be­lieve that 99 per cent of the clients pay on time, if the pa­per­work and pro­cesses at the agency and me­dia own­ers are per­fect. Clients can some­times get into a real cash crunch but that hap­pens rarely. It is mat­ter of au­thor­ity.

Dig­i­tal OOH

Dig­i­tal OOH has been on the cusp of chang­ing the en­tire OOH ad­ver­tis­ing in­dus­try. Many be­lieve that dig­i­tal OOH is dig­i­tal screens, but that’s not the case. We be­lieve any use of tech­nol­ogy which in­volves vi­su­als and en­gage­ment is dig­i­tal OOH. Poster­scope has in­vested heav­ily in un­der­stand­ing the tech­nol­ogy much bet­ter than many in the coun­try and have ex­e­cuted work which high­lights dig­i­tal OOH and the fu­ture of dig­i­tal OOH.

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