‘Keep the ‘wow’ factor alive’

If not metrics, the industry should maintain the wow factor to thrive in the budgets, says Vivek Lakhwara, President, Rapport Outdoor Limited. Edited excerpts of the interview:

What steps would you advocate to increase the OOH share of ad pie?

The OOH share is favouring around 5%-5.5% in India, while some industries might be putting its share around 15% or some put it far less than that or a negligible amount of budgets. Quite a few of the organisations keep talking about the aspect of return or numbers generated via OOH. The issue is, OOH is very much visible but they aren’t sure how many people it reaches or to which section of the people. Therefore, metrics has huge scope to be worked on.

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