With the OOH industry pegged at `1,400 crore, there is a huge opportunity for growth (Government regulations permitting). This field is practically virgin given that we have no way to measure efficacy or ROI. If we are able to crack this, then we've got a good thing going.
What scares me is clients buying their own OOH spaces. They do not buying regular media themselves, do they? Then why do they want to buy OOH? It is scary because no one really tells you why they are doing it on their own. That raises more questions than answers. And this trend shows no signs of abating.
Another troubling factor is the 'who you know' syndrome. It is becoming more important than 'what you have to offer'. Additionally, the fact is that OOH is not a part of the regular media mix or plan presentations. One always has to fight for the OOH share - quite like radio and cinema. OOH is not as glamorous as TV. The lack of good talent within the industry I think is also a worry.