‘Introducing rate cards will be a big step toward establishing greater transparency in OOH business’

Pawan Bansal, COO, Jagran Engage & Member, IOAA underlines the importance of encouraging OOH media to share rate cards for their respective media.

Rate cards for OOH media will will benefit everyone in the eco-system, says Pawan Bansal, COO, Jagran Engage & Member, IOAA. “Commercial negotiations are inevitable, but a rate card from the media owner will bring in a sense of transparency.”

To grow the OOH share of the ad pie, the industry would have to usher in audience metrics. Ushering in rate cards will be a good beginning in the direction of establishing greater transparency in this business, he says.

IOOA initiatives

“At IOAA we have decided to have an official communication going to all the IOAA members on the Board asking them to share their rate cards, and after comparing them we will post them on the IOAA website. When the membership grows, we will be asking all the members to share their respective media rate cards. It will take at least 2-3 months, so by the year-end we can see something very concrete,” says Pawan.