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‘Innovative formats attracting more ad spends’

By Bhawana Anand - September 28, 2017

Currently, innovative formats and ambient media are proving to be the superheroes of OOH media that give marketers the confidence to come to the outdoor. However, the lack of measurement measures is playing up as a demon in the OOH success story; even a morsel figure or a metric would be big enough to overcome this challenge, says Anita Nayyar, CEO-India & South Asia, Havas Media Group.

Ad spends on Print/TV are evidently declining in different global markets, that presents OOH the opportunity to attract more advertising dollars. Are similar trends in the offering in India?

Indian market over the last two years has seen some dramatic changes. From demonetisation in 2016 to GST in 2017, various factors have caused a slowdown. The OOH industry attracts 3-5% of the total industry spends and given the situation it may not attract more advertising dollars.

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