Measurement metrics, ratings, self-regulation will enhance OOH relevancy: Brand marketers

In OOH News By VJ Media Bureau - December 22, 2016

Fabian Cowan, President, Posterscope India, Chaitanya Rele, VP - Head of Marketing - FMCG, Havmor Ice Cream Ltd, Talha Y Sareshwala, CEO & MD, Parsoli Motor Works Pvt Ltd, Shaileen Patel, Head - Business Development & Marcom, N K Proteins Pvt. Ltd engaged in a discussion on the theme"Are brands under-leveraging the true potentials of OOH advertising in Gujarat”

OOH industry should develop measurement metrics, media rating system: RS Sodhi

In OOH News By VJ Media Bureau - July 29, 2015

Rupinder Singh Sodhi, Managing Director, Gujarat Cooperative Milk Marketing Federation (Amul), delivered the Valedictory Address on Day 2 of the Outdoor Advertising Convention that was held in Mumbai during July 24-25.

OOH is highly influential, says Anupriya Acharya

In OOH News By VJ Media Bureau - July 28, 2015

Anupriya Acharya, Group CEO, ZenithOptimedia India, urges the industry to direct focused attention on regulation, transparency and measurement metrics

'Traffic counts are a good starting point for OOH accountability'

In Viewpoints By M4G Bureau - February 23, 2015

Mark Henning, Head of Media & Digital, AMAP, Millward Brown explains that the requirement of metrics is not only to justify the campaign but also to retain and grow budgets, whereas his Indian clients are using research just to identify channel choice and media weights.

Form a Joint Industry Committee to develop OOH metrics: Tony Jarvis

In Viewpoints By M4G Bureau - May 26, 2014

Most mature OOH markets around the world have adopted their own audience measurement and rating currency with great success. Time is rife for the Indian OOH industry to take similar recourse. Global advertising and research architect Tony Jarvis, Proprietor & Research Architect at Olympic Media Consultancy, asserts that the Indian OOH industry should lose no time in developing and launching an OOH audience measurement and rating currency, while being aware that the metrics will evolve as per industry requirements. Jarvis advocates a step-by-step approach toward building, enhancing and including the currency. In an exclusive interview with Rajiv Raghunath of Outdoor Asia, he says the measurement system will become more refined and multi-layered as it gains wider acceptance. Jarvis cites the adoption of a comprehensive OOH currency system in Australia to underline that once the teething troubles are sorted, the system will catalyse significant industry growth. The following are edited excerpts of the interview: