In the continuing efforts to usher in greater transparency and accountability in the OOH business, the Indian Outdoor Advertising Association (IOAA) is undertaking a series of measures that include tighter credit control norms, promotion and protection of authorised OOH media, and development of audience metrics.
The apex body’s Credit Control Committee is meeting today to firm up the plans ahead.
Meanwhile, the body has written to Yamunanagar Municipal Corporation requesting them for some restraint in sending notices to advertising clients who are using media there. It may be noted that the Municipal Corporation Yamunanagar-Jagadhri (MCYJ) has launched a drive to remove illegal hoardings, banners and other publicity material at public spaces within the jurisdication of the civic body.
IOAA will be sharing a list of legal OOH media being operated in the Mumbai and Delhi NCR markets, as was agreed in the last JWC meeting involving IOAA and AAAI.
IOAA’s Audience Measurement Committee is regularly meeting to take forward the planning for developing a common currency. It is learnt that Adsquare has recently made a presentation to the committee in this regard. IOAA has shared lat/long of select OOH sites in Mumbai, Delhi and Kolkata to firms that have approached IOAA with proposals to build the metrics. These firms are called upon to submit the reach and frequency analysis from their respective software systems, which will be analysed by the Committee.