Raise accountability standards for OOH: Experts at Goafest 2024

A knowledge seminar on OOH titled Adapting to be accountable at the Goafest 2024 in Mumbai featured a panel discussion involving Darshana Shah, Head of Marketing & Customer Experience at Aditya Birla Capital; Pawan Bansal, COO of Jagran Engage & Chairman of IOAA (Indian Outdoor Advertising Association); Noomi Mehta, Chairman of the Board at Selvel One Group; and Jahan Mehta, Chief Growth Officer at OAP Mediatech. Leading the discussion was Sam Balsara, Founder, Chairman & MD of Madison World & Madison Communications. In this engaging session, the panellists spoke of the importance of accountability in the outdoor advertising industry and discussed strategies for adaptation in an ever-evolving landscape. 

Darshana emphasised the evolving role of multi-screen geotagging and the importance of Out-of-Home (OOH) advertising. "OOH must be used as the first medium and not just a recall medium. It's not just about hoardings anymore," she stated, highlighting the flexibility of adapting a 10-second feature for OOH. To add to it, Pawan discussed the metrics of reach, frequency, and impressions, noting, "We have a 100-day plan for measurability and sustainability at IOAA." He also spoke about the IOAA certification, which aims to prevent incidents like the Ghatkopar mishap during thunderstorms from recurring. Further, Jahan shared his insights into promoting OOH advertising to prospective clients, emphasising the potential of automation.

The conversation highlighted innovative strategies aimed at amplifying the reach and effectiveness of OOH advertising campaigns. Attendees gained valuable insights into navigating challenges and driving accountability to enhance effectiveness and transparency in outdoor advertising practices.