Outdoor ASIA - July 2018

August 2018^45

THINK DIGITAL

I do believe that the conventional formats will continue
to exist. The economics still make it difficult to convert
every location to digital and certain advertisers are not
happy sharing a digital site and want 100% ownership
of a location. However, conventional sites will need
to develop their own USPs. This could be coverage of
smaller town and cities, banner locations or products
that cannot be digitised such as bus and taxi advertising.

What factors would help OOH gain a larger share
of the overall ad spends? Is the medium seriously
challenged by the rapid growth of digital media?

The OOH medium is being challenged by the likes of
Google and Facebook who can offer a great deal of
accountability and better demonstrate attribution.
Digital OOH has provided us with a defence against
these global media giants but we need to do more. As
a medium we must start exploiting technology to make
OOH easier to buy and sell. We need to collaborate to
ensure that advertisers truly understand the benefits
of OOH and continue to find ways to demonstrate
the effectiveness of the media for long term brand
building as well as activation. Newspapers have lost
1/3 of their revenue since 2014, totalling nearly £1B.
This money has all moved online mainly to Facebook

and Google. We need to ensure that clients and

agencies understand that digital OOH could offer these

advertisers an alternative channel.

Having participated in OAC 2017, from your

experience would you recommend any particular

steps to augment the quantitative and qualitative

research on Indian OOH industry & business?

In today’s data driven, activation led world everything

needs to be measured. Advertisers need to understand

the audiences that OOH delivers so they can properly

understand and value the medium. Research should

be treated as an investment for the long-term health

of the medium. My advice is to marginally reduce

the investment in new sites and put that money into

research.

Do you see any scope for cross-border collaborations

between the UK and Indian OOH companies in the

near future?

The UK is generally seen as the leader in the OOH

sector and I am sure that both parties would benefit

from collaborating on projects. l

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