Network Media Solutions counts on cohesive civic policies for DOOH expansion
By Amaan Kazmi - January 03, 2018
With pockets ready for investments, the role of civic authorities is pivotal in drafting a clear regulatory mechanism that provides the much-needed impetus to DOOH growth
Even as digital OOH (DOOH) media prospects brighten in the wake of major urban development programmes that are being unfurled in the country, OOH industry has time and again expressed concerns over the absence of enabling advertising norms. DOOH media adds compelling dimensions to OOH advertising. Ajaz Memon, MD, Network Media Solutions LLP, says, “DOOH lends itself to better control, and near-instant creative change turnaround time resulting in crisper and sharper high-resolution displays. DOOH being a greener alternative, its scope is humongous in virtually all media options including ambient, large-format outdoor as well as large commercial and residential complexes. What we are bound to experience is more customisation of digital creatives as the medium grows more and envelopes a bigger and wider reach”.
However, the civic bodies’ general apathy to the concerns of the industry are a stumbling block. Media4Growth has reported myriad instances of official apathy which includes the mulling of Pune Municipal Corporation (PMC) to hike the present tax rates, Indore civic body’s dominance to display government ads free of cost, Thane Municipal Corporation’s (TMC) stay on erecting new sites and the non-responsive behavior of Brihanmumbai Municipal Corporation (BMC). The need of the hour is a uniform regulatory policy that is enforced in letter and spirit.
“Despite such hindrances, Indian OOH is a very resilient and tough. It always manages to strive ahead forging new initiatives and ventures, assures Ajaz Memon. He adds, “Network Media Solutions, one of India’s largest ambient and transit media agencies, is getting into more unconventional media options both at airports and outside. We are also venturing into new cities and suburbs for new OOH opportunities”.
In some parts of western world, digital screens have taken over completely from static prints whereas other countries are fine-tuning their existent networks. Back home, to be on par with the international trends, Ajaz lists “continuous flow of investment, long term vision with strategic planning and most importantly, roll out of uniform policies that complement the media owners’ interests” as the way forward for DOOH growth.