Expand, measure, plan & localise OOH: Rajesh VL

Making his presentation on the theme of ’10 best ways to market OOH’ at the Outdoor Advertising Convention (OAC) 2017 organised at Renaissance Mumbai Convention Centre Hotel, Rajesh VL, former CEO of ITC Foods, asserted that the OOH industry should look to:
• Expand,
• Measure
• Localise
• Plan
He shared his perspectives from the advertising client standpoint, and also pointed out that OOH is about communication and that should reflect in the way the OOH players approach for business.
In the panel discussion that followed that had Naren Patel, CEO, Primesight, UK, pointed that the key to success in OOH business rests on the development of measurement metrics and it is important to believe in the business.
G Sharath Chandra, President, Times OOH / TIML said that it is necessary to promote a dialogue or conversation between the end customers and the advertisers through out of home media. Be known for something unique and be passionate about marketing it and that will help the OOH business professionals, he said.

The panel summed up on the note that the OOH fraternity needs to create more value to take a major leap.