Outdoor ASIA - July 2018

(Marcin) #1
August 2018^119

Manu Seth, Country Head — India & South Asia, Fresco India


“I have been associated with this journey for a long time. I see that the quality of
entries has improved. The evaluation process is getting better with each edition.
Like others, the international entries have been of good. The OOH industry is
generally viewed as unorganised industry but this platform renders transparency
and authenticity to the medium. Looking ahead, the way everything is changing
towards experiential, it remains to be seen how well OOH communicates and
connects with an end consumer.”


Dhiraj Kapoor, Head — BTL Marketing, Intex Technology India


“I must congratulate the participants; they have done a thorough homework. This
is the set of guidelines which everybody should follow because they are actually of
an international standard. OOH must do a lot more and that will help the industry
gain a larger share of ad spends.”


Allen Eric, GM — Marketing, Emami India


“It was interesting to see how a whole gamut of advertising brands have leveraged
the OOH media to connect with their consumers. The different innovations that
one got to see and assess were a learning experience. The judging process was
indeed robust, allowing the Jury members to assert their individual views and yet
come up with a collective point. The FMCG entries were interesting but I believe
the OOH media can be leveraged more effectively. Somewhere along, OOH as
an industry needs to market itself a little better and work a little closer with the
clients, especially in the FMCG sector.”


Binda Dey, Head Marketing, Red Chillies Entertainment


“There were some really quality entries. It was a rigorous process, we enjoyed
listening through and questioning them. The process was very well structured. It
was designed in a way that no one could interfere with it; we had an opportunity
to judge individually and none of the Jury members could influence the others,
which is very important. We have to think about OOH, Activation and Digital more
collectively; we can’t think of it in silos. Firstly, the planning needs to be done 360
degree, if you are thinking of a TV plan then how OOH can help along with it. Also,
it is good to have a very clear call to action with it because measurability has been
an issue with OOH.”


OAA 2018

Free download pdf