Adopt new and innovative outdoor formats

A panel discussion on ‘Can OOH Media sustain business growth with current dependence on traditional formats? The imperative to innovate and evolve with the times’, was recently held at the East Talks OOH conference in Kolkata. Moderated by Rajiv Raghunath, Consulting Editor, VJ Media Works, the panellists included Aninda Banerjee, MD, Enkon, Tilak Dubey, MD, Ad Touch and Noel Stephen, Executive Director – Marketing, Selvel.
 
While talking on this topic, Noel shared that it is crucial to shape our smart cities with the help of various innovative outdoor media. He added that while media owners depend mostly on traditional formats, the OOH industry is paying taxes to different authorities which is a great challenge in business sustenance.
 
Aninda shares, “There should be an initiative to build up new formats and new ideas. It is also essential to bring in new technology in the inventories as this will lead the path in the future.”
 
Agreeing to other panellists, Tilak shares that innovation is the need of the hour but budgets do not permit the same. “Content and creative for outdoor should marry each other properly, after which creating innovations will be easier and clients will be more interested in spending as well ” he added.