MxMIndia

Tag: IOAA

  • Statement released by President Pawan Bansal

    IOAA statement on Ghatkopar hoarding tragedy

    At long last an industry association representing the marketing services sector has spoken up, even if it’s after a week. It may be noted that when the agency involved with the Ghaktopar hoarding crash was referred to in reports, it was called an ad agency, thereby tainting the entire sector. We were hoping someone will speak up, and even as many in the trade expressed shock, we were hoping that the

    Here’s the statement from The India Outdoor Advertising Association (IOAA), signed by its President, Pawan Bansal:

    On behalf of the India Outdoor Advertising Association (IOAA) and its members, we wish to express our deep sorrow over the tragic incident that resulted in the loss of life following the collapse of a billboard at a petrol station in Ghatkopar, Mumbai. This event has deeply affected us, and our thoughts are with the families enduring this painful time.

    The IOAA has consistently advocated for strict adherence to local regulations and safety standards concerning the installation of hoardings. We prioritize safety and diligently promote compliance among our members.

    In response to this incident, the IOAA fully supports the initiatives undertaken by the Maharashtra Government and the BMC to audit and regulate hoarding structures throughout the city. We are committed to assisting in these efforts to ensure such a tragedy does not occur again.

    We are determined to work closely with all relevant authorities to enhance safety measures and regulatory compliance. We appreciate the ongoing support and understanding of the community as we strive to make necessary improvements.

  • The growth of the OOH sector has been stalled completely as an effect of Covid-19, writes Indrani Sen

    The Grave Crisis in OOH Continues

     

    By Indrani Sen

     

    The EY-FICCI 2019 Media & Entertainment Industry Report estimated that the Indian OOH industry grew by 5% in 2019, taking the industry size to Rs 37.1 billion. The traditional OOH formats, driven by increased advertising opportunities in tier-II and tier-III cities, contributed 54% to the overall revenue. However, according to the report the main driving factor behind the growth is recent development of infrastructure network, including upcoming airports, smart city projects, malls, metros, bus shelters, public utility, coffee shops, etc.

     

    Source: EY-FICCI 2019 M&E Industry Report

     

    A couple of years back, www.statistia.com published an estimate of out of home advertsing in India from 2009 to 2024 as shown below. It is interesting to note that overall size of OOH industry estimated In the FICCI EY report is higher than shown in the chart for 2019 (Rs. 34 billion).

     

    Source: https://www.statista.com/statistics/233491/out-of-home-advertising-revenue-in-india/

     

    The growth of the OOH industry has been stalled completely as an effect of Covid-19. In the ‘FICCI Frames 2020’ virtual conference, WPP’s CEO Mark Reed remarked that OOH was the most impacted medium due to Covid-19. While we are seeing some signs of revival in digital, TV and print media, the trend has not yet been seen in OOH media under the gradual process of unlocking. While we are still waiting for FICCI EY to release a revised estimate for M&E industry in 2020, the mid-year review of the Pitch Madison Advertising Report 2020 has estimated 35% to 50% de-growth in OOH advertising revenue in 2020.

     

    At the early stage of lockdown, IOAA also estimated that their annual revenue may see a 50% drop in 2020 and appealed for financial relief to the various state governments who have not yet responded positively. The association also requested the central government to declare the pandemic as natural calamity which is covered under ‘force majeure’ clause of all OOH contracts which also has not received any definite response. In US and couple of other countries, OOH industry registered as small business has received some financial relief, but we have not seen any such relief measures for the OOH industry in India.

     

    An article published on August 10, 2020 has predicted four key trends for OOH medium in 2020 and beyond (https://www.advendio.com/4-key-ooh-advertising-trends-2020-beyond): 1/ build brand awareness with smart creatives; 2/ adapt value for money messaging approach; 3/ the evolution of touch screen OOH advertisements and 4/ curbside pickup and digital OOH are here to stay. Apart from the first trend, there is hardly any scope seeing of the other trends happening in India. It is high time that our outdoor advertising agencies take stock of their inventories and consider disinvesting in traditional formats and channelize their attention to building up standardised digital OOH formats as per the global trends.

     

     

  • IOAA also provides a common platform for the industry to take up issues at various government and non-government forums

    Everything is better when it’s Outdoor, says new campaign for IOAA

    By A Correspondent

     

    In September 2007, leading Out-Of-Home companies with national or, at least, multi-regional presence came together to form the Indian Outdoor Advertising Association (IOAA), a ‘not-for-profit’ company with limited liability.

     

    The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media, outdoor advertising media companies and associated businesses. IOAA also provides a common platform for the industry to take up issues at various government and non-government forums.

     

    In August this year, a campaign was launched during an outdoor industry gathering OAC (Outdoor Asia Convention) where around 400 industry leaders across India had gathered, which highlighted the ‘Power of Outdoors’. Conceptualized by Taproot and brought to life by PrashantGodbole, the campaign serves to reinvigorate the outdoor medium.This team had earlier partnered last year to create the Cannes Lion winning campaign ‘Hated by Some’ for Mumbai Mirror.

     

    At any given point many billboards across the country are empty, either with the media owner’s logo or phone number, we wanted them to utilize that space to communicate to the brands, advertisers, media planners etc in interesting way by putting this campaign up on their empty billboards to benefit the outdoor industry, hence the campaign was launched in front of this community during the OAC in August,

     

    The campaign was shot in different parts of India like the Rann of Kutch, Wai etc. to bring out the pan-India flavor.

     

    Santosh Padhi, Chief Creative Officer & Co-Founder, Taproot Dentsu said:“The idea comes from a simple human behavior of seeking shared experiences when outdoors. A fact abundantly observed across India, where a TV or Radio when kept outdoors always attracts a large gathering of people. That the power of the outdoor medium transcends regular boundaries and does wonders for other mediums too.”

     

    “It has been observed in the last decade that people have been spending more and more time out-of-home. Unfortunately, OOH in India has not yet capitalized on this insight. So it was imperative for us to reach out to advertisers & planners through a very powerful advertisement campaign to highlight the strength of the Outdoor medium. We feel this campaign brings out the message loud and clear in a very simple way,” said Noomi Mehta, Chairman – IOAA.

     

  • A special feature of this agreement is that the advertiser will not be allowed to shift their business to another agency until dues of the earlier agency are cleared.

    AAAI, IOAA sign agreement for better OOH business

    By A Correspondent

     

    The Advertising Agencies Association of India (AAAI) and the Indian Outdoor Advertising Association (IOAA) have signed a joint agreement for the first time, AAAI President MG Parameswaran and IOAA Chairman N D Mehta announced recently.

     

    The overall objective of coming together is to help the outdoor advertising industry in India grow in an organised and regulated fashion, to ensure that proper systems and processes are followed and timelines adhered to, as well as commitments honoured on both sides, Parameswaran said. He added that a suitable mechanism will also be set up to penalise defaulters, with a view to preventing future defaults and bringing everybody in line with policies and good practices. Alongside all this the agreement will also focus on regulating and disciplining advertiser behaviour in matters concerning outdoor trade, agency remuneration, corporate governance and adherence to payment deadlines.

     

    A special feature of this agreement is that the advertiser will not be allowed to shift their business to another agency until dues of the earlier agency are cleared. Mehta mentioned that IOAA, on its part, has also embarked on an ambitious project to conduct viewership studies on OOH, initially in the major cities. Further, it will ensure 100 per cent listing of all sites with a unique ID number, in a scientific manner, for the benefit of all concerned. The AAAI is the official, national body of advertising agencies, which protects their interests by promoting professionalism and sound business practices between advertisers, agencies and various media.

     

    The IOAA, registered as a not-for-profit company, has been actively promoting legal media and ethical, best practices among outdoor media owners.