‘Measurement should be the top priority for next 5 years’
By Bhawana Anand - September 02, 2017
Referring to Roda Mehta’s recent speech after receiving the AAAI Lifetime Achievement Award where she pointed to the absence of measurement metrics in the OOH industry, Abhijit Sengupta, CEO & MD, OAP India Agency states that OOH measurement metrics alone will bring respectability to the medium. Edited excerpts of the interview:
What steps would you advocate to increase OOH share of the ad pie?
During the recent felicitation of Roda Mehta by AAAI, conferring her with the Life Time Achievement Award, she gave a speech where she mentioned that outdoor measurement is non-existent, and that few years back when IOS was conceived there was no participation. Well I felt it were painful outbursts from the tallest media person India has ever seen. During the initiation of IOS, only two agencies and two media houses came forward to sponsor it.
The rest were fence sitters, doing wait and watch. And with that kind of mentality, outdoor is expected to be where it is for may be few more decades. It is nowhere expected to compete with any other media. Outdoor measurement should be the single most important agenda for the next five years and nothing else. Only then we can see some respectability of the medium and get greater acceptability.
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