Advertising works best when it triggers business: Smita Jha
By VJ Media Bureau - July 28, 2015
Speaking on the theme"OOH industry status & growth prospects - A statistical overviewâ€ on the opening day of the Outdoor Advertising Convention that was held in Mumbai during July 24-25, Smita Jha, Leader, Media & Entertainment, PwC, also stated that across the globe growth in physical infrastructure is increasing the bandwidth of the OOH medium itself.
She also highlighted that digitisation will be the growth driver, as long as it is not replacing the analog driver -- hence the need to look at mobile as a platform that induces interactivity. "Point of sale is important and therefore we need to ensure that advertising leads to it,â€ she said.
As regards challenges linked with regulations, Smita said that such challenges are there across the world. "As the industry grows these will only get bigger and more rigorous. There is no one size that fits all solutions,â€ she said.