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‘OOH has everything going for it’

By Bhawana Anand - September 23, 2017

Amarjeet Hudda, COO, Laqshya Solutions believes there is nothing that outdoor medium lacks; the industry is growing at double digits and has enough science involved behind planning and buying. The only thing that the industry lacks is a common currency for audience measurement. Edited excerpts of the interview:

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

The medium should have ROI-based planning, using traffic data of whatever media is proposed. This data will help to get the Gross Reach with CPT which will ultimately help clients to increase the share of spent in OOH.

Is Indian OOH industry under-communicating the strengths and relevancy of the medium for brand communications?

The medium is growing at almost double digits which proves OOH industry is not under-communicating; rather clients understand the relevance and importance of OOH medium. All major Indian & International brands are using OOH as lead Medium.

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