Raise advertiser confidence in OOH: Sam Balsara

The more you tell, the less you sell. Less is better. Opening his presentation at OAC 2015 with a reference to this credo for outdoor advertising, Sam Balsara, Chairman, Madison World, said it was imperative for the industry to reduce the clutter in the ad message. He brought home two key pointers to the industry that will invigorate its growth:
 
•    Creativity: Create the Big Picture with single line caption, rather than having more scripts in the hoarding. Better typeface and colour contrast will all add to building advertiser confidence in the outdoor.

•    Building advertiser confidence in the outdoor

o    Strongly and strictly regulate the business. As a regulatory body, IOAA with AAAI, should pave the way for creating a robust measurement system that will authenticate the industry.
o    Research will cost, but that's what paves the way for growth. He pointed out that when the MRUC (Media Research Users' Council) was launched, the OOH industry showed reluctance in joining it.
o    Buy and sell a defined site, arm the OOH Industry with robust software to ensure that the complete trade practices are put in the open.

He told the audience, "Let's clean up the act - shape up or ship out”. IOAA will need to ensure that all media owners come within its ambit.
 
"Simultaneously, we need to create sets of learning in the outdoor medium as case studies for presentation to the clients. This will go a long way in increasing the credibility of the business model and also increasing revenues for the industry,” said Sam.