'Agencies and media owners should collaborate better'

Measuring the medium

Measurement fairly depends on various forms and I don't think the measurement should be connected to sales only. There are lots of other ways to calculate ROI generated by Outdoor medium. For instance- ROI can be in the form of recall value generated by OOH, and more people can recognize the brand name. These things don't create direct sales but somewhere these values generated by OOH medium do reflect in the balance sheet.

Percentage of spend on Outdoor medium

The OOH advertising spends varies from project to project but we spend around 40% on OOH medium.

Well, to increase the OOH spends there are several issues which need to be considered. First, I think more number of innovations should happen on OOH medium. Secondly, I feel there are too many individual players in the industry. It would be better to have fewer numbers of players. I agree it is good to have competition and bad to have monopoly but the fragmentation is also terrible. The issue is that there should be some collaboration and coordination between the media owners and media agencies. Sometimes media owners also contact the marketers directly and agencies also connect with the marketers so it becomes complicated for the marketers.    
 
Preferred outdoor format

There are not any preferred formats but we definitely opt for the most visible and structured hoardings rather than going for small ones.
 
Creative agencies - Their focus or the lack of it on OOH & their creativity

Creative agencies work on the brief given by the brands. And most of the campaigns happen on a 360 degree level which includes several other mediums and not just OOH, therefore the whole creativity is done considering the all mediums. I don't think it's the creative agency's fault. It fairly depends on the brief given by the brand.
 
Credit issues faced by media owners

I don't think there are too many credit issues. It also varies from companies to companies. In our case there is no credit issue.