‘Be realistic about measuring’
Lokesh Kumar, OOH Consultant
Measuring the medium
OOH can be measured. But due to the vast size of the geographical market and the dynamism inherent in and specific to our market, we as an industry have to be realistic and practical. We can’t achieve 100% accuracy ( TV itself hasn’t achieved the same). Therefore with the help of technology and a combined effort of the industry we should be able to measure OOH. The consequences aren’t going to be overnight, but Digital / mobile / online etc will erode the OOH business slowly but surely.
The challenges in OOH
The challenges are plenty - the fact is that we don’t have any control over the core of these challenges. Therefore, those of us who have been able to master the techniques to overcome these challenges have survived and become OOH Industry (Media owners / Specialists etc ) members.
Credit issues faced by media owners
It’s a chain of issues. 95% of the media are dispensable, therefore they have credit issues. It’s only those 5% who have made themselves indispensable through various ways - Monopoly, quality - in terms of media / process etc who have ensured that they are beyond these credit issues.
Reaching international standards
I wish it was easy to answer when we can reach international standards. At each city / District / State / Regional level the industry champions have to bring about the change. It is happening in a few cities, which if we can identify and adapt, the change will happen.
Wait and watch