Digitisation, standardisation, collaboration key to growth: Nabendu Bhattacharyya

Year 2014 is an opportune time for the OOH industry to “Commit-Connect-Convert. Stating this in his address on the emerging trends in Indian OOH, Nabendu Bhattacharyya, Managing Director, Milestone Brandcom, observed that the long-term growth forecast for the Indian economy and the promise of a stable government and consistent policy making at the Centre bodes well for the industry.

Referring to the demographics of the country, he said that the large youth segment is seen to be spending considerable time at places like malls and multiplexes which are also major OOH destinations. On a larger plane, rapid expansion of the physical infrastructure sector itself will create a raft of compelling OOH media assets, he said.

Bhattacharyya said that mobility and social media are transforming the Indian consumer behavior and added that Indian OOH industry should look to leverage the new technologies to forge ahead in business. “Integration and stunts for attracting consumers irrespective of any format is key to advertising and we need to make OOH interesting in every possible way, he said.

Looking ahead, he trained attention on the following: 

• Digitisation of formats – making it interactive

• Standardisation of sizes

• Prominence to Tier II and III cities

• Target early adapters

• Self-regulation of OOH industry

• Single, unified industry body

• Target correct allocation of traffic/location/media

• Promote assimilation and creativity

• Invite international OOH players to collaborate with the Indian players

• Consolidation of OOH players   

• Hygiene to be maintained through strong monitoring