'OOH+D2C+Digital will be more compelling’ says EY’s Ashish Pherwani

Ashish Pherwani Partner – Media and Entertainment, EY India talks about the media trends that the course for the future of OOH industry

15th edition of Outdoor Advertising Convention 2019 organised in Mumbai on the theme- OOH 2.0! The Revolution Begins Here sets the context with Ashish Pherwani, Partner – Media and Entertainment, EY India who spoke on ‘What emerging media trends foretell for OOH’

According to him, the global ad growth will be led by Direct2Consumers Connect which is marketers’ top priorities in 2019. The end customer is an important aspect of consideration for the advertising industry in every platform. “Media that connects directly with the customer are doing better and that is what advertisers want,” said Ashish.

Although the purchasing power parity in India is high, the market capital for media companies is low. Radio, Television and print, prominently face a big blow at the hands of digital media, he says. “Advertising eco-system is getting digitized,” added Ashish Pherwani.

Ashish’s message to the OOH industry is OOH+D2C+Digital will be more compelling. He questions the OOH as to “where is the forward thinking coming from?” urged the industry to come together to make something grand happen.