Contracts & Investments

‘If investments are delayed till the ground is right, it will be too late’

There is no straight answer to the question – when will DOOH come into its own in India. Noomi Mehta, President, Indian Outdoor Advertising Association (IOAA) and Chairman, Selvel One Group, talks about the enabling factors, as also the challenges, that will drive or inhibit DOOH media expansion in India. Edited excerpts of the interview:

Published

August 18, 2017

M4G Bureau

The DOOH opportunity has been a subject of discussion in India for a while now, and yet we have not seen any significant expansion of DOOH media in the Indian markets? Do you see the tide changing now? Is India ready for a DOOH revolution?

Digital OOH reminds me of the early days of rural advertising — everyone talked about it but no one did it seriously. It is looked at looked at as fashionable, great for buzzwords but not to actually get into with serious commitment and big bucks backing.

Just as Rural ultimately came into its own, so too will Digital OOH make its own mark. The correct timing is crucial since technology keeps advancing rapidly and the investment has to earn almost immediately before the technology is considered outdated.

Even if the timing is right the initial resistance to change will need to be overcome. However, if investments are delayed till the ground is right, it will be too late to get the early mover advantage. One question that begs to be answered is, is Indian society ready for high tech expensive displays or will they fall victim to thievery, vandalism and hooliganisim — so prevalent in all corners of our country.