Tony Jarvis meets with OOH leaders in Mumbai, Kolkata
By Nabamita Chatterjee - January 14, 2015
We have got an overwhelming response from the media owners, agencies and brands on this initiative, says Jarvis
![](/images/news/2015-01-14/1893718576.jpg)
Reflecting on the meetings that he has had with the industry, Jarvis told Outdoor Asia, "We have got an overwhelming response from the media owners, agencies and brands on this initiative and I see that there is a great opportunity for OOH growth in the Indian market. It is high time that such scientific research is conducted which will help the entire industry to leverage more from this media and increase the ROI. The research will provide a common currency as per the cities and their media formats on the basis of geography, population and visibility count or viewability. We will have a consistent approach while preparing the data for all cities and we may take up at the first go the major metros and formats like hoardings and street furniture. This model will help the industry to understand how to buy the media and how to sell it to potential advertisers.â€
![](/images/news/2015-01-14/1642210649.jpg)
Noomi Mehta, Chairman, IOAA, said, "The agenda of these meetings are to give out this message that we as a body are very much serious about conducting research for the overall growth of this industry which is impossible till we achieve a common measurement tool as this will be of immense help to the end-users who are investing in this media. In Kolkata we invited important organisations like ITC, Coca Cola, CREDAI, and Automobile Association with whom we discussed several issues like the problem of illegal sites and how to legitimise this industry as a whole.â€
He added that "the scientific research will help the media planners who will find a logic while understanding where the money is going. We got support from national media owners in Kolkata like Enkon, Accord and Pioneer Publicity who are all direct members of IOAA.â€
When asked about the budget allotted for the project, he said: "To kick start this initiative we need around Rs 15 crore which has been estimated by IOAA. I am optimistic that once we get this research project in place, the ongoing investment or funds needed will never be a constraint for the industry.â€
Once this research model is prepared the IOAA will conduct coaching classes in different cities to enlighten the industry players, brand marketers and advertisers how to scientifically use this data.
![](https://www.media4growth.com/assets/img/mg4-logo.png)
Stay on top of OOH media trends
Advertisement