‘OOH is primed for accelerated growth’

An Open House with IOAA set the tone for the deliberations on Day 2 of the Outdoor Advertising Convention (OAC) that was held in Mumbai during July 28-29. Noomi Mehta, Chairman of the Indian Outdoor Advertising Association (IOAA), as the chair of the session pointed out that in the coming years the growth opportunities for the outdoor industry will grow manifold in tandem with the national economy and rapid development of industrial and business infrastructure that include industrial parks, smart cities, etc. Noomi was joined by Indrajit Sen, Executive Director, IOAA to address the questions raised by the participating delegates.

Mehta asserted that for the IOAA implementing the SOP would rank as one of the big achievements. The SOP which will give a more rational and systematic guideline to the whole fraternity in terms of doing the business as well as fix many issues related to payments, illegal media assets, etc. OOH is also expected to maintain double digit growth in the next few years, he said.

Both Noomi and Indrajit opined that it is vital for the industry to express in a single voice on key industry matters. IOAA is the prime vehicle for firming up the industry standpoints. IOAA has been instrumental in establishing the efficacy of this media and is constantly working in that direction, they said.

At the end of the session Sen pointed out that to make outdoor more organised the media owners registered with IOAA should submit a list of their legal media assets which can help all the stakeholders to judge this media format in a thorough manner shunning the problem of mushrooming of illegal media platforms and hoardings.