‘Adapting to global trends is imperative’
OOH Clutter – The solution
Clutter means disorder, unplanned, or non aesthetic. But then every advertising media is cluttered these days. Be it television or print. The difference is that out of home media vehicles are widely visible to the eyes. With other mediums, you have a choice of not seeing it. In out of home media you don’t have that choice you have to see it. Hence the clutter is more visible. However the possibility of exploring and innovating is at its infant stage. Clearly the best use of media vehicles for spot-on communication needs to be the specialty of advertising agencies. Self regulations, aesthetic EHDWLfiFDWLRQ DQG GHYHORSPHQW RI PHGLD YHKLFOHV QHHG to be done by media owners. New technology and adapting to global standards are the need of the hour for the industry. Creating uniqueness in the clutter is the challenge, it requires in depth understanding of the functions of each media vehicle. Adapting to global trends is imperative.
Regulation of the industry
OOH will be regulated as a natural cause of action. OOH media in India are going through a major transition in the need for evolution. The last generation is handing over to the new age inherited stake holders. This in itself will create a sense of regulation. The new age entrepreneurs are inclined to it, to a system and a process. A few can make a difference and it will happen. OOH media is highly experiential. Marketers may not be able to gauge the reach, like in print or electronic mediums, but they certainly do experience the effect of it, simply by its stability and strong presence. Regulation is a part of evolution and it will be done, and we are already working on it. The culture has to be created and it will be.
Digital OOH is the only way this medium will receive its due recognition in India. The stake holders will need to liaise with the regulatory authorities in creating a road map and a provision for visual transformation of cities across India with various digital technologies available globally. OOH mediums and various illumination technologies can actually transform the look of the city after sunset. India is known for its colours but it has great potential for it to become visually vibrant through digital OOH media vehicles. If the municipal authorities are convinced, there is no stopping from it happening. 0DUNHWHUV ZLOO EHQHfiW WKH PRVW IURP LW.
Credit issues – The solution
Credit issues are the result of a fragmented market. Consolidation, self regulation, accountability and transparency are the cure for this virus. The stake holders have to join hands, concentrate more on future goals of the industry rather than wasting time in recovery. Too much time is spent in follow ups. The outdoor advertising associations across the country are partnering with the mediators to resolve it, change of attitude and prospective is required in order to bring in change in the industry.
Measuring the medium
The use of OOH advertising is measurable in its effect to VSHFLfiF VHJPHQWV OLNH UHDO HVWDWH; ZH KDYH FDVH VWUGLHV that prove the effectiveness, but it is experienced in its effect, simply due to its strong presence. This is why the medium has grown in leaps and bounds. OOH media vehicle is to be measured by the science of visibility, vision and frequency of visibility as well. Methods are being put in place. The medium is highly effective, that is a known fact, and all that needs to happen is the method of measuring it. If it is not measured it will not be trusted. To bring in that trust, it requires to be measured.