| Outdoor industry has come a long way since the days of hand-painted hoardings: Pratap Bose |
The early advertisers were essentially the film industry, tobacco companies, confectionary makers, personal care products manufacturers, and tyre companies, says Pratap Bose. Large public sector companies like Coal India were also regular outdoor advertisers in those days. In due course, HLL and ITC began to use the outdoors to promote their brands. Read more |
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| Engage the audience in a spiritual conversation, says Praveen Vadhera |
 Brave and great ideas never miss the attention even in the busy people. If an idea can create a relationship with audience, it gets huge response, says Praveen Vadhera. On an average, in a lifespan of 65 years, a person is able to recollect only 2 lakh visuals. The importance of visuals in outdoor campaigns can hardly be overstated. Read more |
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| We need to look beyond discussions, says Adam Whitford |
The outdoor industry should create intellectual capital like an outdoor advertising Master Plan for urban areas that can help in benchmarking the industry, says Adam Whitford. There needs to be a paradigm shift from restriction to effective management. Read more |
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| OOH industry should know the pulse of youth: Samyak S Chakrabarty |
 It is not necessary that the industry should follow the youth everywhere but it should be part of their journey, says Samyak S Chakrabarty, while adding that celebrities are no more heroes of the youth. It is not necessary that youth will buy a product simply because a movie star or sports personality is using it. Read more |
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| Where there is will, there is competition: Mandeep Malhotra |
 In the emerging competitive environment, the faster, smarter firms will survive. But, the focus on obtaining immediate RoI might prove to be a short-lived strategy. At the same time, innovation appears to be a highly abused concept today. Cutouts and jutouts don't make innovations, says Mandeep Malhotra. Read more |
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| Chennai is a growing outdoor market, says D Muralidharan |
 IT corridor, railway foot overbridges, inside and outside railway station branding, airport advertising, and bus terminal advertising have contributed to the growth of outdoor media in the city. Chennai outdoor could reach a size of Rs 300 crore. For this, new and innovative OOH properties have to be created in the city, says D Muralidharan. Read more |
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| Value addition, research, RoI key to higher OOH spend, agree clients, agencies |
 Experts say that higher visibility, robust research and reliable measurement metrics leading to higher RoI will induce clients to increase their OOH spend. Fee-based consultancy will bring in transparency in the system and help agencies to focus upon their primary task. Read more |
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| OAA entries were for work that everyone has seen, says Shashi Sinha |
 At the same time the jury noted that there were entries that could have qualified for categories other than those they were entered for. In view of this, Shashi Sinha advised the OOH team to look at the categories carefully in future before registering your entries. Vasant Jante proposed the vote of thanks. Read more |
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