Feedback

Lloyd Mathias

Lloyd Mathias

Chairperson

OAA 2019 Jury

The process of judging is quite clear and audited where the email came from EY and the entire process was overseen by them. It helps to establish the sanctity of the judging process which in turn increases the credibility of the results.

 

Considering the data of the number of people commuting and hours spending on roads are increasing it increases the OOH’s relevancy in the overall media plan.

 

Therefore, the scope of better treatment and innovation becomes essential. We saw in some of the entries that data has been used for targeted OOH communication.

Ashish Bajaj

Ashish Bajaj

Head of Media & Brand Alliance

Ola (ANI Technologies Pvt Ltd)

Having been a Jury member for quite some time, it is good to see the quality of entries improving quite dramatically year on year. Revolution in the OOH space will come about gradually, but it is moving in that direction. I have been a part of this

industry for a decade. In the past we used to visit the campaign sites to check if the creatives are up on the sites, but today we can do all that by logging into a portal.

 

OOH industry should be data-packed. As we have data points on consumer movements we are able to build suitable strategies. If the OOH industry can leverage the data for effective advertising, that will be great.

Archana Agarwal

Archana Agarwal

VP- Media

Airtel

It is imperative for the participants to plan their entries in a manner that helps the Jury to easily understand their work in limited timeframe. A few of the entries stood out and they may be the winners. A lot more training is required in the OOH industry.

 

The industry needs to invest in talent in order for great work to happen. It is important to train, keep an eye on the work done internationally and create that spark for creativity.

 

Kaushik Prasad

Kaushik Prasad

General Manager, Consumer Marketing

Ford India

Some of the entries really stood which shows that the OOH industry is pushing the edge on innovation and creativity. This year we had given enough time to go through the entries, and then shortlist. Round two was crisp and since we had seen the shortlisted entries earlier, that certainly enhanced the quality of judging.

 

I think the revolution for the OOH industry is some time away and I feel it will largely be driven by digitalization. There will have to be more visual content displayed through digital screens. When that happens the opportunities will be limitless. The industry needs to push the boundaries of creativity and leverage the medium to communicate to the right target audience.

Avijit Dhar

Avijit Dhar

AVP- Marketing

Vedant Fashions

The process of judging is quite clear and audited where the email came from EY and the entire process was overseen by them. It helps to establish the sanctity of the judging process which in turn increases the credibility of the results.

 

Considering the data of the number of people commuting and hours spending on roads are increasing it increases the OOH’s relevancy in the overall media plan. Therefore, the scope of better treatment and innovation becomes essential. We saw in some of the entries that data has been used for targeted OOH communication.

Sandeep Shukla

Sandeep Shukla

Head – Marketing Communication (Global)

Jaquar Group

I saw some spark in the innovations, creativity and utilisation of the medium. The judging process is pretty balanced and well-managed, giving enough time to the Jury members to make considered decisions.

 

The OOH industry needs to rise above individual goals. The OOH medium has a larger responsibility to make the skyline and city beautiful. If commercial advertising and social communications such as on traffic safety and the like can be taken together, that will be a win-win for all.

Nipun Marya

Nipun Marya

Director, Brand Strategy

VIVO India

The quality of entries was quite good, and so was the judging process. I think year on year with greater use of digital technologies OOH is making good progress. Some of the entries showed how OOH can be integrated with digital. However, when compared OOH around the world, the Indian OOH industry can do a lot more. VIVO is a long-term player in the Indian market and we would like to be where our consumer is. Our broad objectives are –building the brand and to be in touch with consumers.

Amit Tiwari

Amit Tiwari

VP Marketing

Havells India

The entries were quite interesting and the amount of work that has gone into the work is extra-ordinary. The OOH industry has evolved much in the last 3-4 years ago and I think it has boarded the right trajectory.

 

The theme of this year’s OAC is absolutely apt i.e. OOH 2.0! The OOH industry shouldn’t stop innovating; probably 9 of 10 innovations may not work but the one that works will actually create learning for the others. Always try to use the medium in the best possible way and stick to the brand’s line but do innovate.

Rachit Gupta

Rachit Gupta

Chief Marketing Officer

EazyDinner

Going by the entries that we judged, it seems that all brands from across categories are seen to be doing phenomenal work in the OOH space, especially with innovation. Considering the way media budgets are getting channeled for digital advertising, many marketers are looking at how to justify the spends on print and OOH. When OOH is seen from the innovations standpoint, it appears that the industry is going from strength to strength.

Jaikishin Chhaproo

Jaikishin Chhaproo

Head Media & PR

ITC

Most of the industry concessionaires and advertisers who have been part of this fraternity for more than 15 years now would remember that they made a vision for 2020 and I remember in most of the cases the vision for the OOH industry would have been a scenario where there is a single currency measurement system. Unfortunately, even as we approach 2020, the single currency is still distant. I feel the industry needs to attract better talent. I do hope that by 2020 we get a single currency, a proper measurement system accepted by the industry and advertisers as a whole. As a medium, OOH is competing with digital, so OOH needs to be interactive and connected with consumers like digital is today.

Ashish Morone

Ashish Morone

Senior Vice President & Head - Marketing Communication

HDFC Bank

This year the entries were far better than last year. Definitely the industry seems to be raising the bar. The way digital is being leveraged to lead OOH and investing science behind selecting sites for mapping clusters and etc. really stood out from the entries. Indeed, the industry is changing the game.

 

While people keeping say that digital is the way the world is moving from a media perspective, digital is also playing a part in the way OOH is shaping. I think the OOH industry should look at it as a big opportunity.

Binda Dey

Binda Dey

Head Marketing

Red Chilies Entertainment

The way the OOH media planning has evolved is reflected in the entries, and that is commendable. It was wonderful to see the way the OOH formats, data and creativity are coming together.

 

Earlier OOH used to be a reminder medium but now it has become an integral part of the campaign, especially as people are moving from TV to digital. One of the best ways to connect with consumers in a rural environment is through OOH.

 

OOH has become a critical part of all campaigns so if we bring more transparency in the buying process along with more digital formats, that would bring about great results.

Geetanjali Sachwani

Geetanjali Sachwani

Assistant VP Marketing

Franklin Templeton Investments

It was great to see that the content for the campaigns were exclusively made for the OOH medium. I still feel that the content is the hero and the way brands and agencies have played with it in different formats was interesting. Secondly, the focus on the technology and innovation has come a long way in the last couple of years. It would be great if brands collaborate with their agencies to be a part of the onsite judging round because even if an impact has been made, it is not presented in that manner. The message for the OOH industry would be to keep innovating.

Pramod Patil

Pramod Patil

Associate VP

Kotak Mahindra Bank

I believe there should be more entries in the Green Initiative category. In fact, there should be added points for green initiative to motivate the industry. It is the time to get something like this in a more scalable way. Also, green initiatives should be encouraged at the industry level.

 

There are digital billboards coming but I would like to see a scale and in larger proportions; the flex is not helping from the green viewpoint. At the same time, there is a need for new ideas that are comparable with the international standards and ideas.

Tarun Jha

Tarun Jha

Head of Marketing & Product

Skoda Auto India

The industry should start taking the drafting of entries more seriously. There were some very good ideas but those did not come through very clearly in the presentation. Pure play activations and CSR plugged into activations really stood out in the entries.

 

There is a very gradual progression in the OOH industry. Definitely the industry is becoming more measurable and better equipped with technology but they are far from ushering in a revolution.

 

The message for the Outdoor industry is: organise the industry better and measure your work. That’s what clients require from you. Also, bring in more transparency.

Partners