exchange4media presented 4th edition of Out of Home Advertising Awards

 New Delhi, March 2014: exchange4media, a one stop information platform for holistic media solutions for Advertising, Marketing and Media Industry presented Out Of Home(OOH) Conference and Awards – The 4th Edition of the OOH Advertising Awards on March 20, 2014 at The Pullman Central, Gurgaon. 

The conference witnessed the keynote address by Mr. Ron Graham, Chief Consultant, Media on the Go where he discussed the current scenario of the out of home advertising and its future implications. He said, “Out of home advertising looks at a future with more flexibility and creative possibilities, technology improving customer engagement and location data making and advertisements different. India as a market holds great potential to develop and innovate.”

The keynote address was followed by Mr. Pavan Kumar, AGM Marketing, Amul discussing whether OOH can create an iconic brand. He mentioned the fact that OOH as a standalone advertising strategy cannot build an iconic brand. He said, “the game of brand building has never been medium specific, it is similar to building human relationships. Outdoor media delivers very well as far as attracting attention goes but that’s not where it ends. Making sure the attention sustains is what makes a brand successful. OOH provides maximum opportunities to innovate, meet and connect with the target group and when technology is combined beautifully with creativity there is no end to it. Amul has built its name because of consistency in strategies and execution and the idea that it a campaign is working well, don’t change it.

A panel discussion on regulating outdoor advertising issues and resolutions followed. Mr. Shashi Sinha, Senior Vice President- Revenue, Lakshya Media, Mr. Percy Mistry, Director, Selvel Media Services and Mr. Sunil Sharma, discussed at length the inadequacy of the current regulatory system. Measuring OOH Advertising . A panel discussion with Mr. Haresh Nayak, Managing Director, Posterscope Group, Mr. Rohit Chopra, CEO, TIMDAA, Mr. Alok Gupta, Director, GraphicAds and Mr. Harjap Singh, Founder and Managing Director, Proof of Performance addressed the fact that OOH cannot be measure on sheer traffic because of the unique nature unlike other advertising mediums.

Mr. Farrokh Madon, Chief Creative Officer, Young and Rubicam, Singapore presented another keynote address for the audience and talked about how OOH advertising can be redefined. Few point he touched upon included turning everyday into a special day, no media is an island and one opportunity opens hundred new aspects, enriching life, integration with the life (style) and interaction can be applied to take OOH to the next level.