‘OOH should give brands innovative, iconic, interesting experience’

Dhiraj Kapoor, Head – BTL, Intex Technology India, while addressing the Delhi NCR Talks OOH Conference in Gurugram on November 17 on ‘What factors will drive brands to plan big for northern OOH markets’ candidly shared suggestions for accelerating Delhi NCR OOH business growth which included implementation of global standards in the Indian OOH market and proper advertising policies as well as motivate corporate to take up the permanent structures than executing tactical campaigns.

While defined ROI is indeed the need of the hour for brands, Dhiraj underlined the need for I-3 — Innovation, Iconic and Interesting concepts in the OOH space that will attract brand marketers. These should be reinforced with call to action campaigns.

He laid emphasis on the need for government authorities, outdoor associations and media owners to collectively root out unauthorised media.