By: Rajiv Raghunath
Last updated : October 16, 2019 11:49 am
The competitiveness of the medium centres on how it gets ‘faster, better, cheaper’
Sir Martin pointed out that while the IPG growth estimates for OOH is pegged at 6%, digital OOH is forecasted to grow at 20%. Commenting on the overall media scenario that is increasingly dominated by giants like facebook, Google and the like that have direct contact with the clients, he urged the OOH industry to take firm steps to educate their clients about the DOOH propositions.
Sir Martin said in the media space, the competitiveness would hinge on being “faster, better, cheaper”. The media had to be faster by being more agile, better by having a fundamental understanding of the impact of technology, and cheaper by driving efficiency.
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