OOH Media has recently wrapped up its three-city interactive ‘share-n-learn’ forum – OOH Share. Held in Mumbai, Delhi and Bangalore in August and September, these forums were attended by a mix of media planning and buying experts from agencies like Mindshare, Madison, Lodestar, Starcom, Maxus, MPG, ZenithOptimedia, and Network, as well as from OOH agencies like Ogilvy, Bates 141 (Wall Street), Jagran Engage, Primesite, Serve & Volley, Percept OOH, Aaren Initiative, Portland, etc.
The forums were aimed at disbursing knowledge about OOH TV as a medium, innovative ways of using it, coupled with research studies on the medium by Nielsen, followed by FAQ sessions.
Ishan Raina, CEO, OOH Media, gave a brief overview of the medium, while Raghu Venkatraman, VP, Media Strategy OOH Media, presented the Campaign Evaluation Studies. Niloufer Dundh, Chief Sales Officer, OOH Media, shared effective tools of using OOH TV media, backed by client feedback.
The highlight of the forum was the learnings from OOH TV, which were shared by Palal Bhatacharjee, Associate Director-Client Solutions, Nielsen, and Anupam Asthana, Manager-Client Solutions, Nielsen. Nielsen is the global leader in research, and in India, OOH Media has a tie-up with Nielsen for research on the OOH medium. It may be noted that Nielsen also works closely with Focus Media, a strategic partner of OOH Media, in China.
Commenting on the OOH Share forums, Niloufer Dundh said, “The whole exercise was initiated to educate the media (planning and buying) fraternity about OOH TV, since it is an emerging medium. Over the 16 months of existence, OOH Media has had 150-plus clients. The clients’ campaigns, coupled with the studies by Nielsen, have taught how OOH TV has added to the client-media mix. Keeping in mind the need to share these learnings, OOH Media decided to set up a forum for knowledge-sharing so that together with the media agencies we can build this industry.”
The first series of OOH Share was on a smaller scale, but following a good feedback and turnout, OOH Media now plans to conduct OOH Share on larger platforms over a period of time for different audiences, including advertisers, reporting media and communication agencies.
“The industry feedback revealed that there was a need felt to share our learnings from experience and hardcore insights from research with the relevant people to help them plan their media mix and also how to use OOH TV better,” Dundh added.
Citing some figures, Dundh said, “The Indian OOH industry is guesstimated to be about Rs 2,000 crore (static and digital inclusive). It is expected to grow to Rs 5,000 crore in the coming few years, expected to be led by the digital OOH media. By 2010 if the ad industry grows to Rs 35,000 crore, then the size of digital OOH TV’s share is expected to be around 3-5 per cent of ad industry, that is between Rs 1,200 crore and Rs 1,500 crore of the total market. OOH Media has 4,767 OOH TV screens all over India.”
She further said, “In recent times, OOH has evolved and is gradually going digital. With the advent of new professionals and new investors in the industry, the growth rates and future plans look very exciting.”