By: Bhawana Anand
Last updated : January 22, 2018 10:12 am
The dynamic media could attract a greater number of advertising brands, but certain quarters of the industry would want to see how the regulations pan out before taking a call on the DOOH opportunity
However, he cautioned the industry against creating a clutter of DOOH media. “We should have to be aligned with the governing bylaws and thereby ensure that DOOH delivers the best outcomes. We will make sure that all our media owning members come together and leverage this opportunity in the best possible way”.
Yogesh Lakhani, CMD, Bright Outdoor Media, said: “This step of BMC adds a new dimension to outdoor media. Digital media will no doubt attract a greater number of advertising clients.”
Certain quarters of the industry are sceptical of the BMC. One Mumbai-based media owner said on condition of anonymity that BMC is yet to share the draft of the provision for DOOH in the city and that there is no clarity on the size, location and other terms and conditions pertaining to the medium. It was also pointed out that the issue of traffic safety hazard pertaining to digital formats has also not been adequately deliberated upon.