 |
| |
 |
| |
| Ambiguities in OOH advertisement norms hurting industry, asserts Noomi Mehta |
Noomi Mehta, chairman, IOAA, maintains that OOH advertising activities in Delhi are largely concentrated in the grey zone owing to ambiguities in the policy provisions. The MCD contests the view. On a different plane, OMOs say that commercial considerations will override their engagement in big-ticket projects,
while agencies ask for a fair share. Read more |
| |
|
| |
| OOH industry should actively promote development-oriented projects: Amiya Chandra |
 Amiya Chandra, OSD - advertisement, R.P. cell, central licensing & toll tax, MCD, says the OOH industry should pro-actively participate in the development of category 2 & 3 OOH properties. The MCD is planning to divide the city into 10 clusters, each housing both developed and less developed areas, which will be contracted to agencies for long-term development in lieu of ad rights. Read more |
| |
| Engage DOAA in agency registration process, Mukesh Gupta tells MCD |
Responding to the MCD call for urgent industry action to curb unauthorised OOH activities in Delhi, Mukesh Gupta, general secretary, DOAA, and MD, Graphisads, said the association could play a proactive role in helping the civic body to cap the issue if given an active role in the agency registration process. Read more |
| |
| Outdoor media supply in Delhi is outstripping demand, says Sundar Hemrajani |
 Delhi and the NCR are witness to significant OOH media expansion in the wake of the preparations for the 10th Commonwealth Games. However, the advertising demand for the new properties has not kept pace with the supply side. Sunder Hemrajani, managing director, Times OOH, calls for fresh thinking to leverage the new opportunities. Read more |
| |
| Don't keep us out of the policy making loop, OMOs exhort MCD |
 OOH industry heads say only a collaborative approach will encourage them to participate in major city development projects. So long, policies have been drilled down, which they say will not help the cause of public-private partnerships. The OMOs also urged the MCD to take an integrated and long-term view of city development to prevent clutter. Read more
|
| |
| Delhi OOH market is growing but relatively slow, say clients and agencies |
 New infrastructure projects have enhanced the OOH visibility factor in Delhi but other media streams are also growing at a rapid pace and there is increasing competition between them. Also, the new OOH properties being developed in the run-up to the Commonwealth Games are not fully utilised. And, there is little coordination between the OMOs and the civic bodies in the city. Read more
|
| |
| Measurement metrics, greater transparency in negotiations will help OOH industry: Vivek Malhotra |
 Industry should consider adopting benchmark measurement metrics, says Vivek Malhotra, VP marketing, Idea Cellular. He adds that innovations would become increasingly important as the industry addresses the youth segment. 360 degree experiential ambient platforms leading to activations, blue-casting, etc., could enhance the OOH spend. Read more
|
| |
| Emerging opportunities, better regulation attracting new players, says Sunjjoy Daadhicch |
 The new entrants in the OOH industry largely comprise media-based corporations, international outdoor firms, corporations seeking further diversification and jumbo-sized media owners opting for reverse diversifications. Sunjjoy Daadhicch, president, Explo Media, adds that active industry bodies are also playing a meaningful role in this. Read more
|
| |
| Innovations & professionalism will serve Delhi OOH better: Mandeep Malhotra |
 Calling for a coordinated approach between the different segments of the OOH industry, Mandeep Malhotra, senior vice president - integration, Mudra Max, says that OOH media owners and OOH agencies in Delhi should work together in a collaborative mode to provide better services to advertisers. Read more
|
| |
| Utility-centric OOH firms need single window clearances, demands Piyush Tiwari |
 Concessionaires face two key issues, namely, delayed project-related clearances from multiple government agencies, and limited duration of contracts that leaves little room for profitability, says Piyush Tiwari, Director, Parivartan City Infrastructure. Government agencies should also lower the minimum reserve price for projects, he adds. Read more
|
| |
| |
