OOH is strong enough to bounce back: Industry leaders
By Bhawana Anand - April 24, 2020
In a webinar hosted by The Social Street and anchored by Mandeep Malhotra, industry leaders Noomi Mehta, Alok Jalan & Pramod Bhandula underlined the need to engage clients innovatively
There has been a lot of brainstorming happening on ‘The New Normal’ in the post-COVID19 period, but what does that new normal mean for the OOH industry? This theme was discussed in a webinar hosted by The Social Street. Mandeep Malhotra, Co-Founder of The Social Street conducted the discussion with panelists Noomi Mehta, CMD, Selvel One Group, Alok Jalan, MD, Laqshya Media Group, and Pramod Bhandula, Executive Chairman, JCDecaux India.
Citing the many changes that OOH had seen down the decades, Noomi Mehta spoke about how in the years gone by the medium transited from hand painted boards to display of large format printing flex.
Pramod Bhandula recalled the Delhi OOH industry’s recovery after the outdoor advertising assets in the city were brought down in 1997. Street furniture developed as a strong OOH segment in the city in due course.
Reflecting on the likely path of business recovery for the Indian OOH industry, the panellists asserted that the industry is strong enough to survive the fallout of COVID19 pandemic. Noomi added that there will be a significant need to gain back the confidence of advertisers. “Instead of selling space and square feet, there should be discussions on selling audiences at different sites and touchpoints which can be further quantified with a scientific model like audit. Only then can OOH compete with digital media that is sold on the basis of impressions,” said Noomi.
Alok stated emphatically that OOH will make a strong comeback as it still serves as an impact medium for advertisers. “An evolved global advertiser like Apple understands the power of OOH, so I believe that advertisers will come back to outdoors,” he added.
On the same note, Pramod pointed out that the lockdown is likely to be lifted in phases and OOH business revival will be seen accordingly. “However, we will need to offer innovative and unique solutions to our clients,” he said.