‘Regulatory bodies are needed’
OOH Clutter – The solution
OOH is a mix of legal & illegal mediums. With various state & local bodies involved the clutter is unavoidable. Unless there is a dedicated dept or ministry exclusive to OOH medium there will be little or no control.
Regulation of the industry
Like I said earlier regulation can be brought about with the efforts by the relevant ministry / dept to regulate this. Otherwise it’s nobody’s child and this will continue to be a medium with lots of players with no rules to play by.
With no clear guidelines from the authorities investments here, it will not be commensurate with the returns. Majority of authorities are not very involved in this medium.
Credit issues – The solution
Media owners have to get together to form a body to ensure on time payments. However that is easier said than done as there are too many players across geographies. Until govt regulatory bodies are in place we will continue to have many small players leading to chaos. Till such time, agencies / clients will have to ensure that credit issues are resolved amicably.
Measuring the medium
Tools need to be developed which take into account the dynamics of this medium. Currently these are very nascent or non existent. Till then the medium will continue to depend on advertisers’ gut feel & prior experience. Pricing will always be a bone of contention. A recent campaign of ITC Foods in Chennai revealed that you could successfully launch a product with OOH exclusively. For Dark Fantasy - Chocomeltz, the only medium used was Bus shelters (30 approx) and the product did exceedingly well.
D Muralidharan, Managing Director, S S I Media India