The Indian Outdoor Advertising Association (IOAA) has decided to accept specialist out-of-home (OOH) media agencies as its members. These agencies will now elect their representatives on the Board of Governors of IOAA which will give equal importance to both media and agency businesses.
This has special significance in the industry's attempts to implement a "Standard Operating Process" that defines uniform practices across the country. The SOP provides for 10 days as minimum display period for all OOH displays, barring specific event & exhibition promotions and film launches. It also provides for a strict credit period of 80 days and issue of Purchase Orders before any campaign is displayed. There are other norms too for ensuring due performance by both media and agencies, and maximum benefits to clients.
The IOAA already operates a Credit Control Council which helps ensure timely payment and even arbitrates in cases of disputes. Cases of non-compliance and payment defaults lead to concerned party being placed on embargo.
The industry has also now decided to proceed with a project to develop performance and planning metrics for outdoor advertising on similar lines as BARC. It has been decided that a joint industry body be formed immediately to undertake the project and own the data generated. The industry has also identified a principal consultant for the project which is to be executed as per global guidelines for out-of-home advertising research established by ESOMAR, the world standard for media research.
IOAA also informed that they are in discussions with various advertiser bodies to participate in the joint industry body. The exact structure and financial model is being finalised. The project will be launched through announcement of a global RFP as soon as the joint industry body is registered as a not-for-profit company.
IOAA is the only national industry body for the outdoor advertising industry in India. IOAA provides a national platform for businesses in the sector to work together for betterment of the industry, through self regulation, adoption of code of best practices and the spread of state-of-the-art knowledge and technology.