‘We need to come to­gether to re­solve credit is­sues’

Outdoor Asia - - Media Owner's Take - Atin Gupta Man­ag­ing Di­rec­tor Atin Pro­mo­tions & Ad­ver­tis­ing

OOH Clut­ter – The so­lu­tion

The re­cent moves by the Au­thor­i­ties in cer­tain cities show an in­cli­na­tion to limit and reg­u­late OOH me­dia which I per­son­ally think is a step in the right di­rec­tion.This cou­pled with the in­crease in new and un­con­ven­tional me­dia av­enues that pro­vide a cap­tive au­di­ence i.e. met­ros, malls etc will help the in­dus­try grow.

Reg­u­la­tion of the in­dus­try

Reg­u­la­tion is nec­es­sary to main­tain the equi­lib­rium in ev­ery In­dus­try and OOH is no dif­fer­ent. At present there are many reg­u­la­tions be­ing set in but there is a lot of re­sis­tance in ac­cept­ing th­ese reg­u­la­tions in In­dia. The govern­ment has to ad­dress th­ese reg­u­la­tions with more con­vic­tion now than in past or fu­ture, oth­er­wise the in­dus­try will con­tinue to lag when com­pared to other av­enues.

Dig­i­tal OOH

Dig­i­tal OOH will still take time; I think ev­ery­one is still try­ing to un­der­stand what Dig­i­tal OOH ac­tu­ally is. There are is­sues such as con­tent, me­dia av­enues, reach etc that need to be re­solved for it to grow fur­ther.

Credit is­sues – The so­lu­tion

Some of the larger com­pa­nies have started im­ple­ment­ing strict credit guide­lines. Even if 40% of the me­dia own­ers come to­gether and im­ple­ment stan­dard in­dus­try pay­ment terms, ev­ery­thing will fall in place. Hope­fully the IOAA will help in this.

Mea­sur­ing the medium

OOH can be mea­sured even to­day to a cer­tain de­gree. The mea­sure­ment pa­ram­e­ters may be dif­fer­ent from other forms of me­dia, but prob­a­bly just as ac­cu­rate. Once the in­dus­try starts get­ting reg­u­lated, it will be eas­ier for in­de­pen­dent agen­cies to set up sys­tems that mea­sure reach ac­cu­rately. For our in-flight me­dia we do pro­vide clients ver­i­fi­able data on their cam­paigns.

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