 Well, our hotiest thanks to each of our sponsors, ladies and gentlemen, now we will be moving on to our last panel discussion that the topic is will digital OOH, that is DOOH, drive the growth of OOH and with the new innovation and programmatic approach, advertisers are more interested in digital signage and displays. What is next in DOOH is attract maximum eyeballs. Will this kill the tradition medium? That is the traditional media after a few years. Well, that's what the question is and I would like to now welcome our session chair, Mr. Sanket Rambia, MD and CEO, CEO Extreme Media. Please put your hands together for Mr. Sanket Rambia. Sanket Rambia, Mr. Sanket established Extreme Media Private Limited in the year 2009 with a vision of reinventing digital display market in India and Sanket is the first generation entrepreneur with deep passion for technology. He started Extreme Media with a team of two and now is leading a team of 50 young professionals. He has established Extreme Media as total solutions brand in digital display segment. Mr. Sanket envisions Extreme Media with establish India as the most cost-effective hub for software, hardware and content management in digital display technology solutions. So, ladies and gentlemen, we have Mr. Sanket here with us already on the dice and I would like to now call upon all my jury or the panelists. Well, we have Mr. Arun Gupta, CEO and founder, MO Magic Technology. Bhavna Mittal, regional head of media, digital and communications. Rickett Benkeeser, South Asia. Raghu Khanna, founder and CEO, cash your drive. Sarthak Seth, CMO, Panasonic India. Can we have a round of applause? Continue, please. Thank you. Shomitro Goswami, COO, Vioma Technologies Private Limited and Vinku Chakraborty, business head, report India. Please put your hands together louder, ladies and gentlemen, for all our panelists. And now may we request Mr. Sanket to kindly take forward the session. Thank you. Hi, friends. Are we fed now? And tummy's up full? Are we a little sleepy? We have a very interesting subject on our hands. I think we've been talking about digital in OH forums for many years. I have been personally part of few sessions in OAC and other forums. And we've been speaking about digital driving the OH in future. But the question is, have we arrived yet? What are the challenges? What are the opportunities? What innovation can do to drive to OH? We have a very interesting panel. We have panelists who represent the agency side. We have panelists who represent the brand side. We also have media owners. And we also have people like myself who are the technology providers for OOH. Small correction, we are not 150 people. We are 150 people now. So having said that, let's dive into the discussion. We have a very short time. Many questions. We have a very good panelist here. So first question, I would like to drive Vinku. What are the trends in OOH? And what is your experience in digital OOH? Hi, Sanket. Hello. Am I audible? Yes. A little louder, I think. Hello. Is it better? Yeah. Okay. A couple of trends are there. First, I would like to start with some statistics, some numbers. So IPG, Magna does some number crunching in terms of the total spends across the country. And digital as a percentage of the total out of form currently is only 3% in 2018. So digital out of form contributes to only 3% of the total out of form media mix. Though the number is less, but we have seen a very, I would say, aggressive uptake in the usage of this medium in all the plans that we roll out for different advertisers of ours. And though the, I would say the look and feel of the different medium is very different, but there has been a big uptake across advertisers. It's not only restricted to one category per se, but across we have seen this. And also, we have also seen the proliferation of digital screen across ambiances now, which has been very healthy, especially in metro cities. So I would say these are two big trends that we have seen in digital. So digital is growing at 25% CAGR. Right. But it's started with a very small base. It's still a very small portion of the entire out of home space. So does it get the attention that it deserves? No, it doesn't. From the brand side? No, it doesn't because, yeah, it doesn't actually because digital in India has to go a long way in terms of everything, in terms of where the placements are, the way it's getting packaged, the way it's getting sold, the way it's getting consumed by the brands. So I would say the entire ecosystem, every lever of the ecosystem has to work towards the growth of digital out of home. And we have a long way to go in out of home in India. That's true for sure. We have a long way to go. Auna, you represent the brand side. What's your take on digital? So I'm from an FMCG background here and considering that most of our money is going to TV and TV still becomes the most cost effective media per se, by the time you reach thinking of, yeah, sorry, is it better? Yeah. Okay. So I'm saying for an FMCG brand like ours, we start with TV, you got to get on to digital as a media. And by the time you actually come to thinking about something like OH and then digital OH, your mind space has gone, your campaign is already on air because as an advertiser, you typically see, okay, how can I reach the maximum number of people at the quickest, shortest time? And that's where the traditional media kind of come in. And also from a creative agency point of view, if you tell them that I need to launch this brand or I need to do this campaign, they would come back with a 30 second TVC, they would come back with a print ad, they would come back, but outdoor somewhere doesn't really become a part of the entire package, right? And wherever it does, it tells where you feel that you can use it more tactically or something like, if I know that I have to do something in a city like Rai Bareilly where I don't have an edition of a print edition, and I just need to do something really specific there, there I might use outdoors, even then digital is still not there. Interesting. Bhavna, so example, a lot of your competitors like yourself use already TV commercials as a primary medium or digital or print. If you want to stand out as a brand in minds of consumer, I think innovation is one thing that you can do much better in digital than any other medium. Have you explored any of, or as a brand, do you think this can be the way forward to make a unique impression in consumers' mind? So absolutely, I think where we should focus on the media is where you can do something more contextual, something more relevant, and I mean especially the medium itself leads to a lot more interactivity with the consumer, which currently we are doing only on the mobile phones in terms of our digital campaigns. So if I can do something in a transit or an outdoor environment where I can actually get the consumers to interact with my ad and maybe get a real-time feedback, that's where it would really lead you on to. It could have a lasting impression as well, if it's something unique, it's something... Absolutely, I think absolutely, that's where somewhere I think we as brands are also not focusing our minds and energies to think of what new and what extra can we do in these spaces, and there is a huge potential, but we are not... As of right now, we are not exploiting it. But again, something like how digital as a media started, I'm saying again, we typically were just putting our 30-second TVC onto a YouTube and saying, okay, we've done a digital plan, but how interactivity and all has gone up there, I think this media by itself leading to the measurement which is possible, the interactivity which is possible, the contextual targeting which is possible, is actually something which is waiting to explode. Lots of things to explore yet in India for digital out of home for sure, I think. Shwamitro, in digital out of home, I think the transit is the fastest growing medium. Can you throw some light on what's driving the growth in transit and your take on digital Overwatch? So we're a digital out of home company, Vioma, we're in railway stations and metros, and we've chosen only to be in the transit location, so we'll be in toll plazas and buses next, and the reason we like it is one is the numbers are very high, so the reach is a lot. Two is it's very measurable in terms of the number of tickets bought or the travelers on a bus or in a location, so it's helpful for the advertiser as well, and three I think we can do a lot with that idle time that people have, either waiting at a ticket counter, waiting for a bus, waiting for a train, and we can sell them something that's unique to that time and space where they are sitting. So I think digital is not getting the growth that it should get because we're using it like out of home, we aren't using it like the digital medium that it is, right, and by that I mean people have said the word contextual that makes a lot of sense, we can now do live information on our screens through APIs, we can do call back, sorry call to action using call back numbers and QR codes, we can do hyper local information and change those creatives on a daily on a regular basis, so now we couldn't do that a year ago. Now if we can do those sorts of things in this transit location, we can actually be very targeted in the way we sell ads, and I think that's what makes this location very exciting for us. So you spoke about exactly same things that the previous panel discussion was talking about, the problems of OOH about measurement, about being contextual, I think these are the two problem areas for OOH which digital is able to solve as per what you are saying. I think so and I think traditional OOH companies or I think the industry in general says take my still ad or my OOH ad and put it on a digital screen and that's not the way to make best use of the platform and I think we have to change the mindset. I'll give you one example, there's a creative agency in the UK called Grand Visual and they only do creatives for the digital out of home space, that's all they do. Now if they found a business in this one medium and nothing else that shows you sort of where the industry is going. Wingu, I'll bring you in for just what he said. So what he said that we even need to change the mindset of the agency who can drive the mindset of the brands because I think agency needs to change the first before the brand's mindset can be changed. Are we seeing the specific content being made for digital OOH and if not is this what is also missing from the wide-scale adoption of digital OOH? Sangeet you have asked too many questions in one question so I will answer each question one by one. Just to add to what Shomitro said you know how digital out of home would grow it is not only dependent upon the mindset of the agencies or the way they you know the way they sell it to the advertisers it's basically where are we in terms of digital out of home. First of all I would say the biggest barrier that today that we have not only in outer form but digital outer form is that there is no national regulation. I think it stands from there that is the bedrock of all the problems. There has to be some consistency in terms of regulation. The moment there is a national regulator for let's say digital out of home per se everything will fall into place they would be you know I would say systematic proliferation of outer form across cities across tiers and all of that. That is a bigger part of I would say out of digital out of home from a supplier perspective. Going back to agencies I would say in all agencies and the way they deal with advertisers digital is an integral part and we have seen many advertisers customizing their digital creatives for digital placements. So they have invested in you know I would say customizing the creatives as per the ambiances. In fact the advertisers are now going one step ahead wherein they take out of form very very seriously. Whether it is a pub or a bar or an airport with a beauty parlor the communication is contextualized. It's no longer those you know old days wherein the same TVC was displayed all across the screen. It's the times have changing now. Ragu you also are from the transit medium but your form factor your screens are much different. The audience size is also much different. What's your experience with this medium now. See the biggest challenge what we face is how do we price the screens because that is a question which comes in the advertiser mind on the very first go. Whether we propose it as a CPM cost per million basis or we do earn a cost per contact. So what we have tried doing it because we are into the taxi advertising space. So we have put in the screens which are like smaller screens 7 inches 11 inches screens which are more interactive. So we have gamified the concepts. So for one of the brands what we have done there was a sampling activity which needs to be conducted. So we had gamified with some questions where a TVC plays about the brand and the questions are asked depending on that TVC and if someone answers that correctly he gets a OTP on his cell phone and he's able to get a free sample along with it. So that is how we started up with the digital platform and the taxis and we have seen that growing with the OTP coming in. They're doing a fabulous campaign with star. The whole idea is we are doing a digital sampling bit in it. So we don't say that we are advertising. We are saying we are giving a digital sample. So what you are seeing in the taxi on the exterior of the car with be it a Netflix be it a Amazon Prime be it a Star TV campaign that small commercial runs and then there's a contextual connect between the passenger who's sitting inside the taxi and who sees the advertising campaign on the exterior. So it is more of a connecting thing what we are trying to sell to the advertisers at this point of time. Interesting. Arun I think technology plays a very important role when it comes to digital out of home. That's one of the differentiators between the classic traditional OH and the digital OH. So what innovation can you bring on table which can actually expand the digital OH footprint. I think from my point of view from my company point of view we are the one who are eagerly waiting for the OH to really become digital OH because we are in the space of doing the data analytics user profiling and a lot of other things. So I think from my point of view what we can bring to the table and what technology can bring to the table is doing a lot of user profiling. Now there are a lot of technologies available worldwide who do the good face recognition, map the consumer, do the face ID and by just doing the face ID they can do a lot of user profiling like let's say if you put something on a mall you can identify who are your repeat user who are your absconding users who are your regular users. A lot of these things can be done and now based on that a lot of ad can be served to the consumer. Now we can imagine in the future there is a billboard and on top of it there is a camera there and based on the person who is looking at that billboard the billboard change. I think similar things are happening on the TV based screens also on a TV there is a small camera there and the way who is looking up to that TV that change in that TV screens and I think those technologies are getting slowly more and more mature and as a technology company probably these are some of the technology where we are working on which we can bring to the table also and I feel the way the OOH will really become a digital OOH these kind of technologies will help because the OOH means it will not the same holding which will get digitized probably a lot of new places will also emerge where the OOH will happen and those will get digitized more easily. This is my take. Thank you. So can I just add to that I think what's interesting about this is if you look at all the pictures that we have done recently and with agencies as well the pictures are not about the reach anymore we have the reach we can explain that and we can quantify it it's about the demographic study and it's about the innovation on the screen so the pitch is not you know you can reach these people it's what can I do with that reach right and only things that our own is doing is only those kinds of things make it very easy for us to go to them and say I can tell you exactly the kind of person standing in front of your screen at this point in time and I can tell you the profile changes at 2 p.m. in the afternoon and so do a different ad at that time of the day right that kind of flexibility we didn't have before and so you were saying that earlier I think we're the dialogue is very different to what it was before which is very interesting for us what you're saying is you can bring context to your ads where you are what time of the day how is the weather and you can connect with the social media as well on digital interesting so you know we have seen some of these in Times Square you know Times Square is all about digital out of home Piccadilly it's all about when you see on television in Piccadilly it's Piccadilly because of digital out of home but we don't see anything remotely close to that in India so what are the challenges why the adoption rate we've been speaking about digital out of home for many years I think in OH forums you might you might be the witness of this so what are the challenges in front of digital out of home would you like to chip in well Sanket like talking about the challenges the data itself says that okay it's still three percent of the total revenues or in terms of the industry contribution itself so which speaks quite a lot as far as what is the availability or what is the total size right now but again the thing is from the infrastructure point of view also that okay what sort of infrastructure is actually available right now and again from the perspective that okay how much are the is the industry body able to push the particular format secondly from the perspective of I would say from perspective of corporations the municipal corporations how open they are to actually adapt to this media so I would say when you talk from a lot bigger formats one interesting thing I would actually bring over here on this dais across with the audience so it's not only about the creatives what we are actually talking over here it is also about the reach what what he has just spoken about but the thing is as soon as you get into digital space this also becomes one of your bigger enemies believe me because as soon as you go to an advertiser or a brand and you talk about you talk about the okay I'm actually giving you this many number of reach whether you talk from a cpm basis perspective whatsoever suddenly the brand also says that okay you have got a mobile my digital advertising is anyway serving to the same consumer also so it's it's pretty much on the pricing aspect it is pretty much on a ROI basis also so one really has to really chalk out a strategy saying that okay this is the best ROI what I can actually give it to you better things as far as this medium is concerned I would say the most important thing is you can really do geo targeting what we're actually talking in terms of can I change my creative at 2 p.m. 5 p.m. 8 p.m. depending upon profile of the consumer who is traveling or whether it is about that okay I just want to do this particular creative in mayret as compared to a daily which is going to be a different creative and you can still control it at one location so probably you yourself are doing a lot of I would say solutions business with us as well and at the back end you are able to control everything that that is where we have seen the industry is actually moving so it it's about that okay yes you can do a lot of these things in control environment when I say you'll go inside a mall today a lot of mediums are coming on the digital footprint but when you talk from a bigger perspective I really doubt you'll actually be seeing a lot of outdoors so to say if compared to the Times Square or Piccadilly Circus so so it's it's all about infrastructure which is actually there right now available the infrastructure is not happening as per you because of the ROI and the ROI for so just tell me one thing and then most of the media owners are also sitting so today I say that okay let me go out and digitize the entire six metro spaces as any of the media owners or the asset owners over here if we say that okay let's put across 25 different hoardings in these 25 in these six cities what is going to be the total investment what is actually needed is somebody actually putting that particular thing at one go and saying that okay this is how I'm going to actually provide you with the ROI from a perspective the amount of money as far as the Kpex is concerned is somebody ready to invest that much amount of money so so these are certain things which which we really also need to deliberate on so so if you see trends you know in across the world which see digital is not just hoarding big hoardings but that transit is the medium but I think digital hoardings get the maximum mind space when it comes to brands because that's that those are the most visible aspects of out-of-home so if you look at New Zealand you know it's a very small country but you in New Zealand I've been personally when I went there I saw like 70 80 percent of that out-of-home hoardings were digital so again the thing is the infrastructure over there and in terms of I would also say that okay how much the government bodies are really taking interest in terms of beautification in terms of regularizing all of these things also another perspective is that okay because see it also depends from brand to brand where exactly they want to invest so suppose if I say that okay as a strategy I really want to expand my network into tier two tier three tier four cities in India now how many digital OH are actually available over there very few or probably I can say none so to say so what is the best available option if I have to actually go to a OH it's it's the static ones what you have secondly even if I look at from a perspective that okay because in our business what matters quite a lot is how the trade partner is actually behaving in terms of what the trade partner requires so if I have to look into a two kilometer periphery what is the option available it's again a static out-of-home and then if I have to go on to a digital media I would say then it actually becomes a mobile phone so so it is again the thing that somewhere mobile phone is also like obviously you just cannot categorize it as a out-of-home but from a digital standpoint it is also delivering the same message but mobile phone also you can actually do the targeting so you can really reach out to the end consumer from there also so it is all about how we are able to define a ROI from from the perspective going to a brand and offering him or her ex ex solution saying that okay this is what we are actually there to bring on the table Vinku we spoke on phone and you know I think and also I did some research online what we see overseas is like 50 to 60 percent of out-of-home spend is on digital is this data somewhere correct yeah around two-thirds of the total is on digital so it varies from across I would say country to country but an average you can take a level of around 24 percent as a global average according to magna reports so 24 percent of global average right and somebody like UK or US would be around 50 to 60 percent they're a little higher yeah much higher and we are at 3 percent yeah so there is a huge room for improvement and no matter what I one thing I'm a strong believer in you cannot fight technology you know you can form regulations but Uber came regulators cannot do could not do anything even though they wanted to protect the fleet taxis or traditional taxes you cannot fight technology so adoption will happen today or tomorrow it's just a matter of time is this statement too strong or you think we are somewhere there I would say it's a statement in the right direction we not only have to adopt we have to embrace technology because technology is the way forward and I would like to add what to what Sarthak said digital in fact digital out of form works beautifully with social and with mobile I would just quote a smaller case study that Rappu UK did an experiment in UK wherein they deployed a media mix of mobile video ads along with digital out of form out of that test what came out was that the CTR for mobile video add you know jumps 200 percent more if it is deployed in sync with digital out of form so that's a beautiful insight that came out of over there and I would say digital mobile and digital mobile and social are good friends they have to work in sync and that's how the media mixes would be created for the future in India as well just like to add to one thing which I think we're missing out is that digital out of form will give us a measurability angle which currently a lot of us find missing in the traditional over it look about in the previous okay so that's the big thing and again considering as a large advertiser you are constantly questioned by the finance guys to tell you whereas it being monitored and all those reports in audit reports which are required suddenly you know that there is something which is actually measurable you know it's happening and hopefully we will get real-time analytics out of it as well yeah I think what I saw in some of the case studies in UK you could actually see not just how many people but male female age gender the emotions even the they could see measure or count the cars the type of cars like how many sedans how many SUVs luxury cars so if this kind of data is available to you would you think you will have better yeah then it actually tells me why I should be putting my like my creative out in the open and exactly what should I be saying to whom should I be targeting and at what time what is working so that would really give us a lot of things to think about and then you know it will give the excitement around the media as well because you would want to try out new things yes you have something to add I just want to add to what people are saying regarding the cost and things right as a we're a company with only digital assets we will actually never do OH assets traditional ones because we've already we were in a different direction and I'm not I think there's a space there's a room there's room for everything but cost of technology is coming down quite drastically and we will be very selective so we will only go into places say a tier one town or a big location or a time square like location where you can put a digital asset because you can actually monetize it better but I think traditional but I think overall the move is in that direction so to what Bhavana is saying I think you know it's more it's more measurable you can do a lot more with that data so this 50% number has to come to India from 3% right in terms of digital out of home to out of home and so I think that that transition is going to happen and most companies will start adding more digital assets as it becomes less expensive to do so maybe in select locations but they will start doing that sure even just to add to his point there's another reason why a lot of companies would really look forward because it is again I would say there's a certain degree of premiumness also when you actually go to such mediums for every any brand who so ever wants to really advertise so even from the media selection standpoint if a brand is actually seeing a premium why not the only is to what degree so that's that's the only thing so definitely I agree that the cost of technology over a period of time which is going to come down it's only about that okay whether it is going to happen in next six months or whether it's going to happen in next three years so I think I want to add one thing because the moment the technology comes the most important point which probably Vinku has raised in the beginning to solve is we have to have a national policy to handle OH because the moment we bring technology in you can't do corporation to corporation change it has to be at national level otherwise it won't work it's a national policy for digital out of home is or out of home in general I feel that's too fragmented every municipality have their own regulations and they keep changing all the time and that's one of the I think major problem areas for out of home in general let's talk about innovation and any you know how innovation has driven digital in India or outside so Shomitra if you would you would like to throw some light on what your company has done in innovation space in technology space to to stand out from traditional OH I can give I can give two quick examples Google did a campaign with us and somebody mentioned Google in an earlier panel as you know they have rail wire they have Google access internet access in the railway stations now and they want people to get online so on our screens the first month they did a normal campaign where they branded branding and on the second month they had live information streaming to an API so right now this song is trending on YouTube right they give that information and they want people to actually log into the into the Wi-Fi and then go watch that song or download that song so that's a company using the innovation very effectively TVS did a campaign with us where they gave away five TVS Victor bikes and then so you call back a number on the screen because that's more effective today in India than say our QR code you call back a number you get a link an SMS you click on that link and then you enter the lucky draw right so not only did they get give away the five bikes and build credibility and all of that but they also got now we have data on these thousands of people who've actually responded and we know what their search histories are like you know what kind of information they are looking at on their phone what kind of phones they have what kind of products they use and that's a very useful thing not only for TVS but for any other client that we'll have and we'll go back to them and say we know the demographic of the person in this location who's actually logged into this to this campaign right so that's actually a very nice way to bridge this data gap and the technology gap very nice um Meghna you have shared one interesting case study which you Abhavna sorry Abhavna you shared a very interesting case study with me earlier about innovation which that happened internationally yes so Sankit this was and today being international women's day I think one case study which I saw somewhere on the net somebody shared it on Facebook was on domestic violence and this was again UK we seem to be taking UK's name a lot so there was this huge large hoarding which had a woman with a lot of bruises on her face and the moment somebody saw it the bruises started diminishing and if like and as Arun was mentioning earlier there was a camera on top of the hoarding so if you were seeing the hoarding you could actually see your face in a scroll below and as more and more people started looking at it the bruises started going down and it came back to a normal face and the message was that you know you need to talk about it you the more people talk about it and stop hiding it the better it will be for people to actually understand that this is happening and what they also did was a bit of a polygon targeting around that that the person who was watching it would get an sms or a code in their in their mobiles at around the same time which actually asked them to make a donation towards women aid and I thought it was a brilliant example of how something so so prevalent and something which is completely not talked about could be brought out in the open and made such an important and effective message and it did the job and it had a lasting impression which absolutely you could not have got using other mediums maybe absolutely because people don't talk about it I mean there are stats would say two out of three women have actually suffered something in that market but subjects were also very touchy but I think the brands can also use some innovation to have a lasting impression absolutely I think we just need to think our minds and say what different can we do and how can we use this effectively so that even one holding a one screen somewhere actually is a job well done and as a technology provider I can say that the technology that requires to do this kind of campaign exists in India very much it's very cost effective and it's not at all at an experimental stage it's just the willingness to do it is what is lacking maybe and obviously the other challenges of regulation and other you know other aspects I think I mean point well made it's just that we as advertisers or brands need to think what we want to do different and which is what we are currently a bit maybe away from we leave it to the creative agencies or we don't challenge our creative agencies enough to really think and say that what can we do more I mean sometimes we need to maybe think out of ROI for a change maybe I'm just I'm an outsider so you can pardon me any other interesting case studies anyone any of you want to share we recently did a similar activity in comb so we had a LED screen and we had a technology which had sensor coin sensors so the concept was for Mariko and the idea was there was a image which was there and slowly and steadily it was keep on changing as soon as people were putting a donation it was for a women it was for a girl studying NGO so it was Pune Ki Dupri campaign so anyone who comes out of this non-area puts in a coin and the image immediately flex out and after a complete collection of around one zero eight zero pixels the number of pixels which are there in the screen it turns out to be a girl child studying so that was the recent one which we did in the comb well received yeah well received one most somebody wants to share or because we're running out of time all right conclude anyone wants to share anything else other than what we have covered so far any anything else all right so it was a very interesting conversation thank you everyone I will quickly summarize what we discussed I think three percent market share in India for digital out of home versus 24 percent overall in the world so there is a big gap which needs to be filled technology can play its part innovation can play its part obviously there are challenges in terms of regulation market fragmentation lack of ROI data and obviously the scarcity of vibrant spaces like Piccadilly or Times OH but I think is have we arrived no I think definitely not but the journey has definitely begun I think all of you would agree on that statement with that I throw the floor open to the audience if you have any questions for our panelists questions can be taken offline if please only one question can be taken yeah we have time okay so we have gentlemen here in the middle there great I am money from armor I think last one and a half years a lot of these panel discussions are happening into transition from OH to digital OH and we are all seeing growing trends from the brands from the media owners one thing which I would like to point out is the expectation from the media fraternity from the brand owners is very high it's good media owners are also stepping up in terms of investment and in terms of taking responsibility but when the brand wants an ROI the media owner also wants an ROI is there a position where the brands can take okay from at least eight of ten eight over the ten campaigns in a year some percentage should be a lot of two ways some persons for DOH if this works it gives a lot of encouragement for the media owners to invest more what is happening is in our pyramid the pyramid is reversed the OH budgets are the lowest and then the expectation is very high I mean very realistic true situation so it's a request that the support we get we will be encouraged to do more we want to move ahead we want to progress nice UK US figures are 50 percent we are at 3 percent how do we reach that target we are ready to do it let's shake hands together yeah is there a question I know my it's a suggestion it's a suggestion thank you thanks I think thank you so much and thanks to Mr. Sanketh here for being such a great moderator and now let me call upon Manish Sethi Mr. Manish Sethi director EG communications private limited to please come forward and give away the momentous to all our esteemed panelists so please maybe have Mr. Manish Sethi here I think this was such a wonderful session and this is the end of the panel discussion ladies and gentlemen the final panel discussion we had and a lot of insights about OH and of course the DOH how it is going to impact our future strategies and of course the business so which is very very important learning and here there are so many insights and definitely we have a bright future ahead in the domain of DOH and of course at OH as well so ladies and gentlemen I would now like to request the panel