Leading Out of Home companies on Sunday announced the formation of Indian Outdoor Advertising Association (IOAA). Selvel Advertising, Jagran Engage, Times Innovative Media Ltd, Clear channel, Prakash Arts and Laqshya Media are the founding members of the industry body. IOAA has been registered as a ‘not-for-profit’ company.
Speaking on the occasion, Mr. Noomi Mehta, CMD, Selvel Advertising and Chairman, IOAA said, “The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media and outdoor advertising media companies and associated businesses. It will ensure co-operation, free and fair competition amongst agencies and deal with factors affecting the outdoor industry.”
“Outdoor advertising has always been perceived as a fragmented and a disorganized industry. Today OOH in India is Rs 1200 crore industry that employs more than 3000 professionals consisting of many big and medium sized media companies. There is urgent need for a national ombudsman to adjudicate over critical issues and formulate strategies for the industry”, says Mr. Indrajit Sen, Business Head & COO, Jagran Engage and Vice Chairman, IOAA.
As traditional media gets more and more cluttered, OOH gains in importance as a critical medium to connect with the consumer and capture their attention when they are most receptive as they are out of home.
“OOH media assumes far greater significance because of considerable shift in consumers’ lifestyles and suburban growth. Marketers are seeking solutions beyond traditional media and it is becoming critical for media buyers to add OOH media in all their campaigns. The OOH industry is growing at 17% CAGR and will be 10% of the total ad spent by 2010”, adds Mr. Sen.
IOAA will be a common platform for outdoor industry to take up the issues at various government & non-government forums. The association’s immediate agenda will be to facilitate fixing of jurisdiction over outdoor advertising at various levels (local administration, state governments).
IOAA with its office in Mumbai will soon create its secretariat with a professional CEO at its helm.
IOAA board of governors are as under:
Noomi Mehta – CMD – Selvel Advertising Pvt Ltd & Chairman – IOAA
Indrajit Sen – Business Head & COO Jagran Engage & Vice Chairman – IOAA
Alok Jalan – MD – Laqshya media Pvt. Ltd.
Farid Kureshi – COO – Times Innovative Media Ltd
C.D.V.Subba Rao – Executive director & CEO – Prakash Arts Pvt Ltd.
Adille Sumariwala – CMD – Clear Channel Communications India Pvt Ltd