Outdoorwallahs inch towards Regulation

16 Nov,2017


By A Correspondent


Ask anyone from the advertising business, and the one word that you’ll be told to describe the Indian outdoor industry is: unorganised. There are quite a few other adjectives which are hence assigned to the sector and that’s what creates a problem for the business.


So while no one can really ignore the power of the outdoor medium which no goes beyond billboards to a variety of outdoor opportunities, the lack of transparency necessitates a different kind of acumen to deal with the sector.


It’s not that people don’t realise this malaise. Also, the presence of a large number of internationally networked agencies in the business has indeed brought in some order. But the reality is that if the business has to grow, then it’s got to a follow processes that make sense.


A Memorandum of Understanding was signed between the Advertising Agencies Association of India (AAAI) and the Indian Outdoor Advertising Association (IOAA), after months of discussion and deliberations and both parties have arrived at a Standard Operating Procedure (SOP) to be followed by members of both associations, with a view to regulating the Indian outdoor advertising


On the occasion, both associations echoed the sentiment that this is a landmark agreement in the long history of the outdoor Industry in India and will go a long way in building advertiser confidence in buying outdoor sites and enabling them to invest heavily in outdoor and exploiting its true


Said Nakul Chopra, President of AAAI: “I am delighted that many vexing issues have been sorted out in an amicable manner through healthy debate and discussion over the past few months and I am confident that this will go a long way in growing the OOH


Added Noomi Mehta, President of IOAA: “The IOAA is a premier association of large and established outdoor players in India and growing in strength with more outdoor owners signing up as our members. The agreement on SOP between IOAA and AAAI is a significant step and I do hope that both outdoor owners and agency owners will carry out their responsibilities in order to benefit from the advantages that the SOP spells out for both parties.”


The outdoor media industry is highly fragmented in India with a large number of not-well-organised and small players who own sites or are concessionaires of site owners. This has led to improper utilisation of the medium and also stunted growth of the industry. This has also often led to the exploitation of either advertiser or outdoor agency or outdoor media owner, depending from which lens you view the Industry. Also, advertisers have been unable to buy outdoor with the same confidence that they buy other media.


To enable outdoor agencies to participate in the AAAI forum, AAAI has formed an Outdoor Media Forum (OMF) and AAAI-OMF has entered into a far reaching agreement with Indian Outdoor Agencies Association (IOAA- an Association of Outdoor Owners) with a view to regulate and grow the outdoor advertising industry and ensure that all parties involved, discharge their responsibility honorably and no one party gets exploited in the transaction or feels he is exploited.


Whoever said Regulation is a bad word?



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