‘Creating standards: It’s a question of how’
Nitin Jain Managing Director Prodigy Communications & Marketing Credit issues faced by media owners
Measuring the medium
OOH Media is very difficult to measure because the audience is very large consisting of every person on the move, and all the people will not be looking intently or precisely to every display they pass by. This makes it less credible as a measurement standard. Even then, there are certain methodologies for measurement which can be used to measure OOH by having a proper knowledge of location, traffic patterns, proper knowledge of properties in different locations, physical details like distances/angles etc, system of gauging and so on.
One of the biggest challenges in OOH is the lack of proper synchronisation among agencies. Proper synchronisation helps in executing effective campaigns. Apart from this, the service also matters a lot. Still, there are many agencies which do not provide good and prompt service in terms of availability, proper lighting, day-to-day updates to its client etc. Last, but not the least, payment is another challenge in the OOH Industry. It is a big problem as most agencies are very bad pay masters and they also don’t issue purchase order on time. They always believe in delays when it comes to payment, and in the end, ask for bulk discounts after negotiation.
Reaching international standards
I believe in some places in India we have already reached international standards. But in maximum number of places there is still a long way to go. ‘When’ is not as important as ‘How’. I believe, the day when all the outdoor agencies and the media owners will unite or start working as a team, is when international standards will be set. India has the best infrastructure in terms of quality manpower, creativity and a huge potential market.
Our focus on digital is not much. We believe it will take time as a media in outdoor to grow in India.
Focus on OOH as compared to other media
We are more focussed on OOH compared to other media as we believe this is the most effective and cheap medium when compared to other media options available. Also, we as an agency earn more in outdoor compared to any other media. Now, as a company our plan is to become a pioneer agency and media owner in outdoor PAN INDIA.
Role of OOH in overall media mix
OOH plays the most important role in any media mix. If you want to have great reach in a single day, print ad is the only option. For creating any brand or product and to have an impact among the audience, electronic is the best media. But to make a brand a hit, and make it visible to maximum eye balls, outdoor is the best and only option.