| OOH 2010 ad expenses to grow 7%, Telecom to lead |
Out-of-home ad expenditure will grow 7 per cent with the telecom sector leading the way for FY 2009-10. Out of the total ad spend in OOH during FY 2008-09, telecom spend accounted for 42 per cent, followed by financial services sector at 14 per cent, media at 11 per cent and FMCG at 7 per cent, says Pratap Bose, COO, Mudra Group. read more |
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| Need for transparency, enhanced reach and efficacy |
 There is a need to build transparency in the entire value chain which includes advertisers, agencies and media owners, need for national reach, and to demonstrate the real potential and power of the OOH medium—these were the concerns voiced by Ashish Pherwani, senior manager, media & entertainment, Ernst & Young Pvt Ltd. read more |
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| Advertisers see OOH as a commodity, not a strategy tool |
The out-of-home industry is perceived as a commodity and not a strategy tool by
advertisers and this is mainly because the industry is highly unorganized in the rate structure offered by agencies, high cost of innovation, etc, says Pradeep Shrivastava, chief marketing officer, Idea Cellular. read more |
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| Measurement system has to capture advertiser consumption |
 Mallikarjuna Das, COO, Madison Media Infinity, speaking on ‘Investments in research and the expected payoffs - A media buyer’s perspective’, urged the OOH industry to have a common currency of measurement. He also said that a measurement
system needs to capture not just audience consumption but also advertiser consumption. read more |
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| Import on audience, consolidation, standardization needs of the hour |
 The Indian OOH industry should give more importance to the audience besides focusing on the sector’s consolidation and standardization. Sandip Tarkas, president, customer strategy, Future Group, highlighted these points in the Outdoor Advertising Convention (OAC) 2009. read more |
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| Research key to convince clients on OOH medium effectiveness |
 Day One of the Outdoor Advertising Convention (OAC) saw Arun Pinto, regional VP
- south and west, BigStreet, speaking on “Can media owners really benefit from
investing in research?” Pinto says media owners need to understand their clients’ needs, their campaign objective besides convincing clients about the effectiveness of the medium through tools and data generated by research. read more |
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| Soundbytes from OAC 2009 |
 network2media spoke to a few of the prominent personalities attending the fifth edition of the Outdoor Advertising Convention (OAC) to gauge their perception of the first day of this annual event. read more |
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| Good initiative but plenty needs to be done |
 The Outdoor Advertising Convention (OAC), an annual convention and awards event, is all set to return in its fifth edition. While it cannot be denied that OAC has been the only forum for the out-of-home industry to meet and greet for the last four years, questions have been asked whether the annual convention has served any purpose. read more |
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| Hopes galore as OOH players gather to take stock |
 Outdoor Advertising Convention (OAC), an annual convention and awards event is all set to return in its fifth edition. The event that will bring the captains of the out-of-home industry under one roof, will be held at Taj Lands End in Bandra, Mumbai from June 18 to 19, 2009. read more |
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