Advertising works best when it triggers business: Smita Jha

Speaking on the theme "OOH industry status & growth prospects - A statistical overview” on the opening day of the Outdoor Advertising Convention that was held in Mumbai during July 24-25, Smita Jha, Leader, Media & Entertainment, PwC, stated that across the globe growth in physical infrastructure is increasing the bandwidth of the OOH medium itself. She drew upon the fact that there are 18 new airports coming up in China and a huge Metro coming up at Shanghai which is among the world's largest. All this would mean the opening up for creating enough saleable medium across these commuters' paradise.

She also highlighted that digitisation will be the growth driver, as long as it is not replacing the analog driver -- hence the need to look at mobile as a platform that induces interactivity. "Point of sale is important and therefore we need to ensure that advertising leads to it,” she said.

As regards challenges linked with regulations, Smita said that such challenges are there across the world. "As the industry grows these will only get bigger and more rigorous. There is no one size that fits all solutions,” she said.