OAC 2010: 'Unite or die!'

Representatives from the Delhi, Mumbai and Kolkata chapters of the Outdoor Advertising Association shared how these cities 'got their groove back' and more

On Day One of the Outdoor Advertising Convention 2010, in the post lunch discussion, Jeff Golimowski, communications director, Outdoor Advertising Association of America (OAAA) shared his thoughts and experiences of the outdoor industry in the US.

Providing a brief history of the growth of outdoor advertising in the USA, he suggested some learnings which the Indian outdoor industry could borrow from that market.

Golimowski said that the industry has to 'unify or die'. "Also - look forward - don't let problems find you, you find them and resolve them," he said.

Discussing how the industry needs to embrace new technologies, adapt and adopt quickly, he quipped, "Just because something new doesn't look like the billboards your grandfather put up doesn't mean it's not outdoor."

Three other speakers followed, who represented the Delhi, Mumbai and Kolkata chapters of the outdoor associations, discussing how these cities "got their groove back".

Mukesh Gupta, general secretary, Delhi Outdoor Advertising Association (DOAA) and managing director, Graphisads shared how Delhi as an outdoor market and its media owners have come together in the last three years.

"While specialist agencies brought in creativity and new clients, they also brought in late payments, verbal orders, shorter campaigns and deductions in bills," he revealed. He discussed how the association got its members together to tackle these issues by giving agencies cut off dates after which, if payments weren't made, the defaulting agencies would be blacklisted. The result was that most agencies cleared off their dues.

Similarly, Bimal Viren Vora, executive committee member, Maharashtra Hoarding Owners Association (MHOA) and Nirmal Thakur, general secretary, Kolkata Outdoor Advertising Association (KOAA) shared how their individual associations tackled the issues they faced.

Vora shared that the MHOA has seen a mix of first and second generation members, that is, young and old blood, which have made it successful. The association also has a proactive agenda where it is looking at factors such as alternative power to tackle the electricity issue faced by the outdoor industry, and hence is looking at solar and wind power options.

It is also trying to lobby against the new license fee hike and aims at taking up PR activities to educate other media owners and trade partners about the association, what it does and how it helps the industry.

The day came to a close with a panel discussion on the theme 'I to the Industry', with industry veteran Roda Mehta moderating the session which included panellists Noomi Mehta, chairperson, Indian Outdoor Advertising Association (IOAA) and CMD, Selvel One Group; Indrajit Sen, vice-chairperson and chief executive officer, Laqshya Media, along with the three representatives of the local city associations, Gupta, Vora and Thakur.

Roda noted how she, for the first time, saw self confidence at the gathering from the three associations that spoke up. However, her only regret was that situations outside their control forced them to take the necessary steps - they didn't come from within earlier.

Noomi said that when it comes to 'unite or die', he's glad the industry did unite. However, there are two pressing issues that media owners face and these are duration of display and terms of credit.

Roda added that each local city association is taking measures and setting its own credit limits and campaign durations. "Clients won't be able to deal with the discrepancies such as a minimum 10 day campaign in Delhi on one hand and a minimum period of one month in Kolkata on the other, besides other cities; they'll just go crazy trying to keep track of these. There has to be some uniformity in setting these across the country," she urged.

Sen also urged media owners to go back 9-10 years and bill on gross and net billing by publishing a rate card. This would bring a lot more transparency to the industry, he added.

The panel also discussed and debated the entry fees for members looking to join and be a part of the IOAA. While some claimed that the fee of Rs 5 lakh for an individual company was too steep, suggestions were made that an entire city association could become part of the IOAA by paying only Rs 1 lakh.

The day came to a close with the audience looking forward to a similar thought provoking and discussion filled second day.

Watch this space for more reports on the OAC 2010 and the Outdoor Advertising Award winners.