‘License fee on roadside DOOH way too high’

Steepling license fee imposed by urban local bodies, lack of standardisation of the fee structure, and risk of vandalisation of media assets are among the key challenges that confront media owners who venture out to put up road facing DOOH media. However, that has not dimmed the industry’s expectations from DOOH as the veritable catalyst for accelerated OOH business growth. Anoushka Khanna, Director of Guwahati-headquartered Priya Communication offers her perspectives on the issue of the day concerning DOOH media owners who operate road facing assets. Edited excerpts:

ROI from road facing DOOH media assets

“ROI on DOOH is good, provided the media assets are put up in the airport or railway environment. Here in Guwahati the license fee on DOOH media is five times higher than the fee on conventional media. Hence, getting a good ROI is a challenge. We have therefore put up large format DOOH screens on road facing railway land.”

Brand response to DOOH

“Advertisers are responding well to the large format DOOH options that we offer. We are the first to introduce this format in Guwahati and we are seeing a good response from the advertisers.”

Challenges in putting up the best quality digital display screens

“There are no challenges whatsoever.”

Protection of DOOH assets

“We have faced situations wherein the controllers of our DOOH assets are stolen. Owing to this, we are mulling over the need for relocating the assets to more secure locations.” 

Advertising norms

“There is a need for rationalising the license fee on DOOH. As such the capex on DOOH is far higher than that of conventional media. The high license fee makes it even more challenging for any media owner stepping into this space”.