Not entirely 100% digital but probably of interest to our Indian readers at the very least. 16th September 2008 sees an Out Of Home advertising supplement in The Brand Reporter [1].
Chapter summary is as follows: –
- Opening Essay What is OOH? Where ‘outdoor’ stood for billboards some years ago, now the word outdoor has been replaced by ‘out-of-home’.
- The OOH boom
Why outdoor is becoming so big. Why is it so attractive now?
Reasons- explosion in new - The stakeholders
Who’s involved: The different stakeholders, media owners, resellers, agencies, advertisers, the local authorities.
A look at new entrants like Big Street, Via OOH, OOH Media, - Tech and innovation
Moving with the audience: Outdoors moving from just being about hoardings to street furniture
The role of creative - The new investments
Most visible turn: the large investments coming in into OOH and how this will impact the industry. - The roadblocks
The challenges faced by the industry
The interviewed some very interesting people for the supplement, including: –
- Mr. Inderjit Sen (Stroer Media)
- Mr. Rabbi Iyer (Big Street)
- Mr. Robin Carruthers (Clear Channel)
- Mr. Virender Raina (Serve and Volley)
- Mr. Praveen Vadera (141 Bates )
- Mr. Mukesh Manik (Encyclomedia Networks)
- Mr. Ishan Raina (OOH Media)
- Mr. Gaurang Shah (Digital Signage)