OOH Media conducts ‘share-n-learn’ forums called OOH SHARE

Sep 22, 2008
allaboutoutdoor.com Bureau, New Delhi  


Out-of-Home Media India Pvt. Ltd. (OOH Media) was on a “SHARE” spree with its 3-city interactive ‘share-n-learn’ forum conducted in Mumbai, Delhi and Bangalore over August and September 2008. The forum was 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.

The forum witnessed participation by a qualitative mix of media planning and buying experts from agencies like Mindshare, Madison, Lodestar, Starcom, Maxus, MPG, Zenith Optimedia, 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 invitees were addressed by Ishan Raina, CEO, who gave a brief overview of the medium, Raghu Venkatraman (VP, Media Strategy) who presented the Campaign Evaluation Studies and Niloufer Dundh (CSO) who shared effective tools of using OOH TV media backed by client feedback.

The highlight of the forum was the learning from OOH TV shared by Palal Bhatacharjee (Client Solutions Associate Director) and Anupam Asthana (Client Solutions Manager) of Nielsen. Nielsen is the global leader in research and they work very closely with Focus Media in China (Focus is the strategic partner of OOH Media). OOH Media has a tie-up with Nielsen for research on the medium in India.

Says Niloufer Dundh, CSO, OOH Media, “The exercise was initiated to educate the media (planning and buying) fraternity about OOH TV. Over 16 months of its 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 the learning, OOH Media decided to setup 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 after a good feedback and turnout, OOH Media plans to conduct OOH SHARE on larger platforms over a period of time for different audiences including advertisers, reporting media and communication agencies.