Audience Data & Measurement
OOH is highly influential, says Anupriya Acharya
Anupriya Acharya, Group CEO, ZenithOptimedia India, urges the industry to direct focused attention on regulation, transparency and measurement metrics
Digital OOH, interactivity and digitalisation will serve as the key differentiators for the global OOH industry. Stating this in her address on “What will it take for OOH to get a bigger pie of media plans? at the Outdoor Advertising Convention 2015, Anupriya Acharya, Group CEO, ZenithOptimedia India, said digitisation is helping the industry to grow at a faster rate. The Indian OOH media is currently growing at CAGR of 9.8%.
The key tenets of OOH are that it beats clutter, is larger than life, localised and uses Transit time.
Anupriya asserted that in India, OOH is way more important than it is envisaged. There are barriers in terms of controls and clearances. In most cases the creative idea can be better executed if the media partners associate themselves as passionately as their brand demands. It also happens that, once the creative is finalised the specific OOH site is not available to the client.
The other challenge is that there is no third party authentication of the OOH sites that can be considered and measured by way of advertisements published. It is therefore important that a body is created to ensure transparency in terms of billing, geographical reach and other such details that could validate the contribution of the industry and is made available for the analysis, planning and execution, she said.
Anupriya concluded by stating that if the OOH industry can Think Big – Act United, the industry can leapfrog.