‘An SOP culture is a must for OOH’

What steps would you advocate to increase OOH share of the ad pie?

There are various methods that can drive the additional budgets into the medium. To start with, there is an urgent need to infuse the basic standardisation and SOP culture in this industry to get its basic business practices into the place. All the stakeholders must take the onus to provide certified training and development to augment the professionalism, media knowledge and better skills which will lead to optimum utilisation of this media. Moreover, the need of the hour is to bring accurate business process compliance to provide assistance about GST which is enforced upon the industry.

Last but definitely not the least, the industry severely requires a syndicated measurement system which can be utilised to present accurate data, numbers or ROI to the clients to further accelerate their confidence to hike their budgets on OOH.

To read more, subscribe to Outdoor Asia