 Mr. Nawal from exchange for media co-founder please let me have a huge round of applause for Mr. Nawal Ahuja for the welcome address. Good morning. Thank you for being here. This is the first day of the NEONS conference. Actually we've been doing it for a few years but it's been more a half day affair. The NEONS Outdoor Advertising Awards has been around for seven years. So I'm glad to see a lot of you from the industry who have joined here. Thank you also for our well-wishers, supporters, Aresh Naik, Rachna for having come all the way from Mumbai to be part of this conference. I see other friends here. Pawan from Amol who's flown down. Sai is here. The Lakshya team is here. So glad you're all here to support this initiative. Outdoor industry is obviously in for better days. The elections are around the corner. I'm told by some friends that a lot of you know, outdoor spending is about to start. So I see a lot of cheerful names of the people in the room today. Hopefully that spending momentum will continue this year. We annually do the speech medicine advertising report which projected the better spends this year. Last year the outdoor industry grew by I think around 8-8.5%. This year the expected spend growth is 11%. That's a decent jump but you know given that elections are there and then post that there's World Cup and then obviously the festive season momentum. Hopefully outdoor industry should grow more than 11%. There is also a lot of push towards you know making measurement available, making transparency better. So I think the outdoor industry has come a long, long way from where it used to be 20 years back in terms of you know evolution and transparency in terms of measurement, in terms of utilization of digital. So what we have done today is we put together agenda which kind of involves conversations from both sides of the fence which is the advertisers, the agencies who are spending money and the outdoor owners who are the asset owners. So if you see the agenda there are lots of large brands represented here from you know Airtel, ITC, Amul, Mahindra, Zee, Ola, Panasonic and so on and then we also have some of the outdoor owners represented. In the evening we also have the Deputy Commissioner of the South Delhi Municipal Corporation making a special address. The Delhi Municipal Corporation is of course one of the largest outdoor owners in this city and they do set the agenda on what's happening in the outdoor business in Delhi. So with that thank you all of you for being here again and happy Women's Day to all of our you know women colleagues for spending the day with us. I do hope we have a fruitful day and go back with a lot of learning. My congratulations also to all the award winners in the night and we look forward to celebrating all together. Thank you so much. Thank you so much sir and now moving on we will start with our first panel discussion ladies and gentlemen that is why Branca students turn towards OOH in the era of internet. For Branca students traditionally platform you know it is a platform traditional platform like television and OOH continue to stay relevant given the share power of their visual impact while digital might be relevant and gaining currency by the decreasing attention span of its users does not make it a platform for creating big impact. This panel will explode the nuances of the digital versus OOH narrative. I now invite our session chair Mr. Jayesh Nyagnik CEO of MOMS Outdoor Advertising. Jayesh with over 18 years of domain experience started his career with MOMS and eventually grew into the role of heading the organization nationally and has worked with clients across categories including Asian Pains, Ramans, OPPO, Kotec Bank, India Bulls, Bandhan Bank, Godrej, Mariko, Pitylite, Toyota and many many many others. So ladies and gentlemen please put your hand together for Mr. Jayesh. We have another panelist here. She is our wonderful and dynamic personality. Let me call upon Ms. Archana Agarwal, VP Media et al. Can I have a round of applause for the dynamic lady here. Next we have Jay Kishin Chhapro from Mediahead, ITC Limited. Ladies and gentlemen, can I have a round of applause for Mr. Jay Kishin. Next we have Mr. Pawan Singh. He is the National Head Marketing from Amul. Pramod Patil, Associate VP Media, Kotec Mahindra Bank. Please put your hands together for all our panelists. We have Pramod Patil also joining us on the dice. Associate VP, Kotec Mahindra Bank and Sujit Mishra, VP and Head Marketing, Z Media. Please put your hands together for Mr. Sujit Mishra. And finally we have Sai Nagesh, the Chief Strategy Officer from Lakshmi Media Group. Now I would like to request Mr. Jayesh Yagnik to kindly take over the session. Thank you. Thank you. Thank you so much. Well good morning everyone and what a beautiful day. It's such a beautiful event for an international women's day when we are starting this. So one more time can we have a loud round of applause for all the women in the house please. Well now moving on from a beautiful day to the beautiful topic what has been given. It's like why Brand Custodian turned towards OOH in the era of internet and you know for a person like me who has always been breathing OOH throughout his career. It cannot get better than this when I have so many Brand Custodians sitting here and you know where I have to ask and here are so many good things which I am sure going to come from this. Let me start. I mean let's begin with you Ashok. I'll just start with this question saying long held view is out of home is one particular media which is unmissable when it is in the line of the site of consumers. Besides the dominating present it creates which is like which is unmatched for the brand. Would you agree that OOH is here to stay regardless of the invention of the internet in our life. Good morning to everybody. So you know 10 12 years ago with the advent of digital I used to hear in any conference that I used to go to that now TV is dead. And now we're talking about you know OOH being dead or is it going to survive. I think that every medium has a role to play in in an advertiser's you know world and I don't see OOH dying. I just think that OOH needs to keep evolving itself with the trying to meet the new needs of the Millennium's because today I think the biggest challenge that OOH faces is that while there is this impact and these large scale holdings which are available everywhere and a lot more new opportunities which are there. But today if you look around you look around in the metros and the buses even in cars people are busy on their phones. So they're always looking down how do you get those consumers to start looking up into the you know outside and seeing the holdings. I think that's a challenge today. I don't see that you know there will be a role always for the OOH medium to play in every brand and advertisers media plans. But how important it is going to continue to be. I think that's where the industry is to come and evolve and continuously evolve to make it to keep it relevant for an advertiser. Sure. Let's see this from Sai's point of view. Sai what do you think. I mean you know we have heard from the brand point of view and advertiser point of view. You throughout your career being you know multiple side and now with the agency side. What do you think and would you agree OOH is here to stay. Okay. Morning everybody and thanks for this. Okay. Let's just get back to where are we as a country. Okay. We are a millennial dominated country 65 percent of a population below 35 years away 18 to 35. What do they do spend time outside most 70 percent of the waking hours are outside home. And when they're outside home they're consuming whatever is outside right. In-home consumption amongst them has completely declined and it's being in other forms. So OTT has taken over television. Your digital your your news websites have taken over the newspapers in that other form right. And three hours 56 minutes is the average time spent on a daily basis on multiple screens by the millennial generation. But if you look at the average time spent per view it's never more than two and a half minutes. So what does the guy or the girl do after staring at the screen for two and a half minutes something somewhere some engagement somewhere something is capturing the attention right. And that's why I believe OOH plays a very important role. And I have seen it because this is the first time I am working with the OOH industry since I joined Lux. But the possibilities are enormous. It's all about placement context. And as Archana so rightly mentioned you know when Internet started people said TV is dead. Right. When digital started people said everything else is dead. Nothing has happened. Any part of the world is just changed formats. So I think it's time for OOH also in this country to change in terms of how it looks and feels. Maybe digital OOH is no longer with you. Yeah. But it it it will continue to play a role purely because millennials are outside home. And that's my submission. Sure. Thanks. Well I move on to Josh now just Indian small towns. You know we know that in rural and all penetration of Internet is growing day in day. And in other hand OOH with OOH also we can reach to the lowest pop strata of the country. So how would you look at both the mediums in terms of the reach what they provide? See broadly if you look at it each medium has a significant role to play in its own manner. So for example if I have to reach out to masters I would technically go on television or something. Okay is it audible now? Yeah. So as I was saying that you know each medium has its own role to play. If I have to kind of reach out to the masters I would go on the television route. Okay however when you're talking about the rural audiences and the fact that mobile has penetrated deeply and geo is kind of providing the access for Internet to these people. The amount of consumption of linear TV that is happening on geo is unbelievable. So in fact sometime back we were doing some market visits in rural Bihar. And trust me when I tell you this the average time spent on content was on Z studio and the show they were watching was America's next top model. And this was a time when Big Boss was also active. So about 30 minutes was being consumed on watching India's top America's top model. And Big Boss had an average viewership of 26 minutes. The closest was one of the Bhojpuri content which was about 32 minutes. So if I put the stats up you know that Internet is kind of gunning in. But again this is also a market which probably has low literacy rates and other things. And what they understand is faces, colors, numbers. And therefore if you look at the way outdoor pans out and the kind of brands that pan out in this market are identified either by colors or the animals or the numbers that you kind of put up there. So you know Pathwik Bhattakabiri, Bandar, Chablal, Dandmanjan and stuff like that. True. So great. Pawan what is your point? I mean you know for you also brand Amul, the mass reach is one of the core factor I'm sure you would be looking at. And the kind of reach what OH which provides you know down the pop straight at towns and all which share reach what it gives. How would you look at this particular thing versus digital? Well the way I look at it is whether it's big cities or small towns. Okay whether it's the affluent class or the lowest economic straighter. Both digital and OH will continue to make sense and therefore they will be relevant. Now look at the reality of India today. Digital is the next big way where everyone agrees I'm sure. Because today 4G smartphones are available at what 4000 to 7000 rupees and a 4G good 4G data plan at what 100 rupees a month. Correct. So now even in the lowest pop strata even in semi-rural, semi-urban areas digital marketing has become a reality. But then see another angle of it. Outside bigger cities, network issues are there. They impact data speeds. Today in a small town you put a good strategically located billboard and that delivers far better results than digital marketing does today. Great. Good to hear that. So I mean all of them are here to stay. One thing I agree with both Arsena and Sai of course that today's in today's model lifestyle and I am a marketing professional, a brand custodian. I have never believed that the game of brand building can ever be media specific. It's always brand building is about how we work on our human relationships. But then to get any relationship going in the first place you need opportunities to meet, to connect, engage and to attract. And there out of home media scores the best. It gives us maximum touch points to connect to the most technologically innovative ways to engage and attract a target audience. And that's the way I look at it. Great. Good to hear that. Well from the mass reach I'll move on to niche reach and you know we have Pramod here from Kotak where they will be looking at more of a niche reach as compared to mass. Pramod let me ask you something like a Nielsen study which was conducted in 2017 that established that OOH is the most effective offline medium in driving online connectivity. Now you know quite a few campaigns we see that you know you guys have done like 811 and all those kind of a thing where you would want more of an online interactivity through offline media. The study revealed that the medium delivers four times more online activity per ad dollar spend than TV, radio and print. So what's your thought on having OOH in your plans considering all this that it's more relevant in driving offline to online ratio? So first of all because those studies are conducted in other markets frankly right now what we are looking for is can we do those kind of studies in India. But to go back to your question yes when we use outdoor we look at outdoor from both point of view. One is reach definitely, second is impact and that impact should drive some amount of leads, conversion and all but that's not the metric we look for. In one way I would admit that we look at outdoor as last broadcast medium, announcement medium, reach medium, impact medium but should we look outdoor as a conversion medium too? That at a BFI industry level we haven't done so far but it's the time to evaluate and see if we can do that like the analysis what you mentioned. We at our end also tried to do some kind of analytics and strangely didn't throw that kind of numbers but at the same time it recommended us that you know outdoor would be used for lowest reach conversions and all. So yes we are looking for for such kind of analysis. And purely from the talkatability and the engagement point of view I mean we all know Amul and how topical Amul leads are and all that. The one of the most topical thing what you guys have used of recently with Ranveer Singh how does that overall thing you know impacted or created a result for the brand with card, card mila, campaign what you have done it. That's a good joke we played and thankfully Ranveer agreed for it. It says I'm not sure whether Delhi market is aware about that campaign because we did in limited markets. So what we did exactly at the his when his wedding was talked about and all that we realized and we were about to launch a new debit card which has Ranveer on its, Ranveer's face was on the card. So we realized there is an opportunity and a folded hand Ranveer asking on huge outdoors that card mila can while people were assuming that he is talking about his marriage actually that was a teaser campaign which was talking about our debit card and the campaign was well appreciated people noted it and that's the beauty of outdoor. So as soon as we launched it in next one hour I mean in the morning we started getting calls from journalists everyone and all that and the campaign was noticed and that is the engagement I'm talking about which outdoor offers which no other media offers. Every time when we put up outdoor hoarding we realize we get to know that Kotak campaign is on in fact let me put it this way. Kotak campaign is launched people notice only when there's outdoor campaign. When it's a TV campaign it takes time. In fact there are a lot of studies which talk about outdoor campaign builds visibility faster like 80% of visibility they build in one week which is faster than TV actually. TV takes time but it gives you a higher reach but outdoor builds reach faster. So from that point of view it created that curiosity it created that moment for us and like you said the campaign was noticed and that was the part we were looking at. Great thank you. Let me move to Sujit now. Sujit global markets where interactivity with the OOH is one of the very growing phenomena where you have a lot of touch screen places, QR code scanning, you can do a lot of interactive things through outdoors and all. In India the efforts are being made and few people have been successful and started this thing. What is your point of view on such interactivity on OOH where will it lead to and will it help OOH as a medium to increase the share of pie in the overall advertising thing? I'll just take a step back to explain the thought. I'm saying that while Jayesh and rest of the panelists have mentioned about it that all these mediums they have their relevant roles to play and how it is really important for all these mediums to leverage their strength is something which I call as the creative has to decide that which medium the justice will be done. So broadly I put creatives into two different buckets and I say that there is a set of creative which you call as lean in creative which is more of an informative creative like mostly banking and insurance will find a lot of information in the creative itself which I call as lean in. You have to really read to make a decision whether you want to purchase or not. There are second set of creative which I call as lean back where you don't really need to get into the details of it but sometimes even headline does the job. So those are the creatives which are very, very clear and you don't need to get into really to get the message to brand. Putting these two buckets separately there has to be a right medium selected for these creatives to do justice. Coming on to the medium side what I would say, you know, I classify media into three broad buckets again here and for simplicity I refer it as PFI medium and it's not popular front of India by the way. So P stands for public, F stands for family and I stands for individual. Now you see what are the public mediums in my view outer falls into a public medium. When it comes to F which is family you have television to some extent you have print which falls into that category and internet is really I, the individual you consume yourself. So just the two sides, the creative and the media side has to coexist and imagine a very, very informative ad of an insurance being put up on outdoor screen becomes so difficult for somebody to read but when it goes on internet it does the job whereas a TV advertising which broadly becomes very clean and headline does the job for us outdoor works fantastic. For cleaner advertising internet also works and that's the advantage of internet for those ads which are very, very clear in its messaging works both ways. So the creative has to really decide which media it is going to be used on and do the job. Now as far as the second part of the question which I talked about the innovation in digital space innovation in outdoor. What marketers are looking now it is more of an integrated media solution so sometimes you would want the leads to come through outdoor and really get into internet for more information. Suppose as a television brand if I'm launching a contest for me what works is both outdoor and internet I would like people to know what is the broader benefit that they're getting through this contest but the information will be there on the internet those kind of integrations are required and in that format the innovation in outdoor which has been a global practice now which started coming into India works beautifully for us so that's how we look at media planning as far as television is concerned. Thank you. Archana from a marketer point of view would you like to add on this because we have lot many media concessioners here so as a marketer what kind of interactivity would you like to see in terms of OO at space something which you have done or something which you would like to do which if you can share with everyone. So you know I remember a few years ago I was on the jury for one of the OOH awards and I had seen this mother dairy creative and it was one of the first few which I remember and it's still right in my mind about the interactivity which was done which was as consumers passed the holding there was a good morning or some message which was given on the mobile phone. Now obviously that was the I think one of the first few interactive OOH that was done. I think my biggest challenge so obviously there is a huge amount of interactivity that can be built into the campaigns into OOH I think the biggest challenge as an advertiser I face is how do you ensure the scale in this whole piece so how do you bring scale and it being at a cost effective in a cost effective manner. I think most of the interactive OOH which gets done that I have seen in the past we haven't frankly done anything as of now is and largely because sometimes the costs become quite prohibitive. How do you bring this you know most of the people have seen is doing it in one or two locations and it becomes an innovation but I think it needs to now move out from that innovation space and become more part of the regular plans how do you make this as part of the basic plan like we would do on a regular outdoor campaign was it being this one of innovation that I'm doing and how do you ensure how do you help bring down these drive down these costs and that's only when it will move out from being an innovation and become much more scalable. So mass reach is what you are talking about through OOH and not driving it through digitally after doing one of the thing Yes. So yeah it's something which can give us a better CPT. Yeah because that will allow you know measurability in terms of what is this giving I think one of the biggest problems is measurability in this medium most of the mediums have some level of measurability which this doesn't. You know in Airtel what we do is when we do you know media analytics so we do yearly media analytics to understand what is the role of each medium and outdoor also goes into this analytics and which is why if you've seen we've been advertising continuously on outdoor for some of our campaigns it may not be for all because we look at the relevance of the campaign and if there's newness of the messages we want to drive or we want to just continue driving a particular message so and that's how we measure because we look at the measurability more not from a you know is it going to drive business but more from a brand perspective is it driving top of mind for me is it driving concentration and stuff like that so that's what we look at it from that's what we look from an analytics standpoint because that helps me arrive at what's the role that each medium plays in my media mix. Great. Talking about the measurability and analytics I'm moving on to the next thing which is talking about that so let me move to just you now you know you guys are one of the leading FMCG brand of the company but as compared to the other FMCG companies which are there in terms of the OOH share the kind of spend what they do in this particular media your OOH share your company's OOH share in this overall thing is not comparable as far as OOH other competition is concerned as this mainly to do with the kind of measurement now that OOH planning is also done with the use of you know quite a few sophisticated tools which has been developed by individual media specialist in agencies the audience measurement metrics and monitoring system also being developed across agencies like app monitoring etc also outdoor association IOW has initiated a step towards creating an OOH currency so it's getting momentum and to ensure the measurability in OOH space would you agree that importance of OOH will only grow more so with so many innovative OOH formats taking place Okay so I'll answer it in the reverse order one is yes the importance definitely is going to grow for variety of reasons and I'll kind of touch upon it when I'm kind of responding it to the first part of the question with regards to the share of spend that probably ITC is doing currently versus the other FMCG players see also it depends on the categories that we are operating and the markets we are operating in so at least for the businesses that I handle we have in the recent one significant amount of outdoor whether it is for the personal care business or whether it was for some brands and so it's a sizable number see as I said the requirement of a medium gets defined by the creative so you've also kind of mentioned and touched upon it talking about the PFI model and other things so when you talk about measurability it's still kind of at a very nascent level if I would put it is there a equivalent of a buck that we have today and I would say if I have run a campaign let's say in 40 markets average of 40 sites in each market what kind of reach or frequency do I get or versus a digital in terms of what kind of impressions I'm getting I don't get that kind of data right now and the interesting thing is if you look at placing ads on digital as well as on outdoor you know that technically if you don't get the message in the first 5 seconds on the outdoor piece likewise you have a skip option ad that's kind of being played out there unless you're kind of on a non-skippable format and there's a traffic jam equivalent for the outdoor business so those kind of things exist but measurement doesn't second thing is no two plans are alike so for example if I have two different campaigns coming up on outdoor it's not necessary that the objective of both the campaigns is going to be similar is there a model that exists with the OH agencies or even the site owners today which gives me a let's say for example if I want a 600 GRP plan on TV I broadly know what kind of mix I would go with something like that doesn't exist it doesn't exist probably because of the way the industry is structured today it's multi-layered you have a site owner probably a leasy you have an agency probably undercutting that happens so for example if a plan is being seeked from three different agencies today the entire game is in terms of trying to smooth giving me the best cost is the industry ready to kind of comment say boss okay here is a rate card irrespective of whatever agency you're going to go with this is the plan cost and then the business is completely kind of servicing that happens or the kind of after sales if I would put it that happens with outdoor business totally right so so will it the measurability and when Bach kind of an equivalent which comes which can give you a GRP thing which I would believe is working on that will this kind of a study will help brand like yours to increase the overall see because what happens is today thanks to the ecom sales and other things you can technically get geo locations in terms of where the sales spikes are happening okay to a pin code level I know where my product is having a certain amount of off take I know there are certain geographies within a city which are currently not consuming my set of products in the same quantum as probably the adjacent pin codes if I have to reach out to that local level the best option that I have is outdoor at that point of time phenomenal hyper local connection which outdoor can provide unless you give the study for that and brands can brands are ready to spend on that to build both I am saying it is the entire street furniture and the entire which kind of comes in the ambit of which sure thanks taking size point of view on this size from a strategy point of view in outdoors what do you think about this measurability and ratings on out of home and all which is which will be more from a syndicated point of view kind of a study and rather than an individual which all the agencies have today their individual study which creates doubt in marketer's mind that you know my study is better than that or not you know it is everyone having their own story what is your point of view when the syndicated study coming up how the brands would react to that oh look in the time that I have been here and interacting with clients and one thing has been this is very very clear it is so true you know outdoors is a great opportunity right so irrespective of what skills what expertise what brand knowledge you may have and what position targeting you may do ultimately it comes down to cost unfortunately right and that's where I guess this desperate need for measurability and accountability and of course transparency so a lot of agencies have done it we also just developed a software called sharp which is kind of we have taken the 2011 sensors and layered it with multiple levels of databases including a lot of API integrations and we hope it's going to come out in the next few years. So we have developed a software called sharp answers it's just been developed we just launched it in the marketplace it's got developed because of the need for reach OTS for a plan just as you were saying about you know GRP and reach OTS is there a need for an industry currency I'm sure every client sitting here would definitely agree because then it kind of gives a level playing field in terms of expertise and offering solutions and I think we need to be part of the world whether it's western world or the US markets or whatever even African it's just outdoor and digital every other medium is either stagnant or it's just you know where whatever so if rest of the world is telling of the story and the picture is very apparent and India has never been very far behind right in all these developments that are happening today I think it's time we get ready for it and if individual agencies have developed their own skills somewhere one has to I think come together you know what do we kind of take the best practices and get some get a couple of you know big clients on board take their point of view and kind of make them move forward sure so you know before starting this as Naval said at that time that after you know from past three years the growth of OOH as a medium was in single digit and now after three years we're going to have a growth in double digit which has been predicted at 11% this year and because of a lot of the growth in like elections IPL World Cup and all that which is going to happen in a festive which will follow that but in the same pitch Madison report if you see the overall pie of OOH in this year it's going to go to 5% from 6% so overall as an OOH as an entire advertisement spends you know from past four years it's consistent at about 6% this year it's consistent at 5% so where we are talking about the growth in double digit but the way at the rate which other media especially digital is growing the overall pie of advertising is reducing so with this kind of a study and this kind of a thing what is the kind of impact do you think it will create will it help in increasing the overall advertising pie to you know certain percentage yeah I think clients sitting here will agree with me that glaring weaknesses of this medium is there is no custodian for this medium look at digital how it's being evangelized every day there's an article on something or other how the nano-segregates of digital are being influenced by digital you know media etc etc kindly tell me gentlemen lady when everybody sitting here when was the last time you saw a series of articles on how OOH was effective right from a very you know birds high point of view or case studies or there's nobody who's taking ownership there's no customer there's no there's no owner of this medium right whether it's the association I'm sorry to say or whoever has needs to and digital is the best example believe me you start doing that add to that your measurability that a lot of agencies are talking about put a common currency in place there's no reason why we shouldn't go number one number two in a industry growing at 16% if we're still retaining 5 to 6% we're also growing at 16% so it's not bad the point is is that good enough I don't think so the potential is very large I mean look at case studies abroad they have done magic with OOH because that's what gives you size that what gives you location targeting you know a lot of stuff that's there so yes a lot of stuff can be done and by the potential is huge can I just add you know taking forward from size point he's right there's so much I mean most advertisers didn't know anything about digital when it started but we've learned because there was people who were willing to come and give classes master classes after master class the Googles the Facebooks of the world were ready there trying to you know educate people and they continue to do so and size right there's nothing happening in the OH world and what we know about OH is okay it's a mass medium you can drive impact you can maybe you know just it's out of home so just ensure that all the roads in highways and stuff like that are you know you have your out of yeah it's a gut feel is there how do you ensure that there's education as to what's the right thing to do right so how do you I think it's important to keep educating marketers constantly not only through case studies because that's the next level there are case studies are equally important but how do you educate them what's the right way to plan what's sufficient right because that's when marketers will see the value of this medium and try to advertise much more when they see the need sure moving on to Pavan let me ask you this is the OH landscape is you know changing drastically it's getting decluttered and increasingly blending into a lot of city landscapes and all iconic OH medias are coming up at the many places like in and around airports metro station you have this new thing metro station naming rights and large railway station digital screens inside stations and all that we saw few videos there before we started so digital screens inside airport and stations etc those promise a complete different brand experience to say will this according to you will help brand say like yours you have a positioning on such a grand scale but of course yes the decluttering the integration of touch points into the city escape that was always on the cards right because as aesthetic sense local civic sense started gaining primacy would be a momentum a call for decluttering from the brand point of view from a marketer's point of view is always a welcome step because it makes our brand presence in visibility on out of home media look less intrusive it looks less force fed and then of course it gives us that opportunity of creating visibility on a grand scale so I completely agree with you one more thing from just taking over from what Ashina said there is from I am addressing along to the out of home media industry here I believe there's a greater need to engage and reach out to the brands because brands would be more willing to experiment with possibilities provided they're aware of the possibilities are in the first place okay so there has to be a greater effort to engage with the marketer's and this educate them as to what can be done there's so much of innovation that's available we've been talking about the digital versus out of home and why is digital growing in rapid rate and why are shares from 6% to 5% well in my opinion both these media have a good future they have a bright future for the simple reason that they will continue to remain relevant they continue to make sense I cannot give the same assurance for either television I don't think I think they will definitely in future slip behind the conventional giants today but digital and out of home will continue to make sense why model lifestyles we spend 13 hours at home out of home right for work for shopping for work anything and out of 11 hours we spend at home I guess 6 to 7 hours of sleep we get every day every night so where's the time to read newspapers where's the time to watch television right and then when we are out on the move and we want to engage with our target on the move they can do only two things they can either look up and around or they can look down on the screens alright and if we as a brand get the chance to engage with our target audience in both the ways when they are doing the screen time or when they are looking up and around say they are walking or driving or self navigating then why not so I think both of them can connect with each other interactivity is a point that you touched upon and you spoke about it quite a lot I think interactivity can very easily a little clever intelligent integration of even static OOH with digital and both of them can combine and amplify each other impact see if you look at it I was just kind of thinking OOH is the only medium where in the audience is zero investment okay for example if he wants to watch TV he has to invest in a TV set into a net connection and stuff if you have to read a newspaper to buy a newspaper he has to be literate likewise for a digital consumption OOH he just needs to step out of the house okay one second is if you look at the kind of innovations and technology adoption that OOH is unbelievable so the kind of on television the kind of innovations you will see something to do with content, something to do with ad space and stuff likewise the newspaper will just use the medium OOH has actually evolved over a period of time the building wraps or even that British Airbus holding using technology RFID the kind of stuff that Karlsberg has done with that Google Cardboard and all the kind of innovation that OOH has done is significant but nobody showcasing it I think Saij is coming back to the same point somebody has to kind of just be the flag bearer on that absolutely just to add on that outdoor and digital point I think we can learn a lot from the developed markets like UK and all that they have done a lot of studies in fact Binett and Field they had done study and it it's little shocking for me which says that if you combine outdoor and digital the effectiveness of the effectiveness on the business results actually goes up by 37% compared to if you do only outdoor which is only 17% so if you do this hand in hand kind of campaigns with outdoor and digital there is a miracle happening right they have actually calibrated that but unfortunately which is the second part I am coming to when you said lot of people come together from digital industry and like she said they are educating us and all that beyond that I think the most important factor for digital also is that there is no third party measurement for digital also but still it's growing why because at the same when it doesn't have a third party measurement me at my end actually can put trackers in my campaign and measure the data which is not available right for example when we did IPL activity it's the most expensive activity I wanted to know what is the number so at the end of the campaign in fact every day I used to get the number from hotstar hotstar reliant number is the number which I used to measure from mine so this kind of metric is not available at outdoor and that's the that's the challenge I think industry is facing while I like we kind of campaigns we do we look at outdoor only as the broadcasting medium why can't it be a TV kind of a medium why can't it be like 4 week or I never use outdoor for sustenance campaign why can't I use outdoor for sustenance why can't I use outdoor for sustenance campaigns it has that capacity caliber but I don't maybe let me put it this way do I have trust to do that do I have confidence to do that maybe the answer is no because I don't have anything coming back from outdoor industry this is what we can deliver exactly so we are coming back to the same thing that you know there is a syndicated research which will there which will give you a kind of confidence that yes it is delivering the number syndicated results or like you know they are doing those analytical studies outdoor industry is coming together and they are showing how outdoor is effective can we do such kind of studies in India specific to Indian markets specific to certain categories who spend us on outdoor and show us some faith on outdoor just one point I want to add what he said is that you know and I am sharing a recent example which we did at Z one of our channel went anchor less and we launched a campaign for it now we used all mediums specially outdoor and we hold it digital for some time okay now with the use of outdoor and other mediums you know actually the campaign went viral and we saved the entire budget for the digital and plow back into the outdoor yeah so you know there are multiple cases in point which everybody is mentioned about there are cases which needs to be presented and marketer needs to be educated about how outdoor can actually be so effective in certain cases where you end up saving a lot of money which you plan for digital because it goes viral great I'll quickly move on this is the last question to do positive of time I'll just quickly ask starting from you Sujit what is that one thing would you look forward from OOH which will help gain more share in the overall advertising yeah so this is something which is the point of discussion when we discuss every campaign launch and there are two important things which as a marketer we look forward from outdoor is that you know for us it's a campaign which has to be successful for media owners it becomes that media which they want to push into the campaign what we look at is the entire integrated approach of marketing and how this whole integration you know is going to give benefit to me so if outdoor is presenting something how it can leverage digital as a medium how it can leverage other things as a medium to drive engagement and not really be you know on their own which is what the commoditization of outdoor is the point number one Sai you one thing which will help outdoor to gain advertising there is just one thing that's defined by the ROI very simple there are no excuses how about you Pramod I will not say how the one thing to increase advertising share but that one thing I would definitely demand and expect I understand a lot of expectations but so as we are here that we should move forward in the eco-friendly zone I think there's this need of art to think about how we can do you know do away with from flags and go towards digital outdoor that's I think point where we should think about that in UK I think in five years there is a 45% market share which is like half market share which is made by digital outdoor holdings so if that market is doing so much why can't we move towards that I think rather than share I would be really seriously looking forward for environment friendly kind of outdoor holdings flex is damaged you know back for environment okay so over on the measurement piece which Sai has said I think how does the industry retain the quality of talent in this in this medium how do you keep improving the kind of quality of talent that comes into the industry I think that's very critical great I know we are running out of time but I'll just mention four instead of one one of course everybody's spoken about it again and again independent measurement metrics just one sentence to add it impacts budget allocations because in a professional environment those allocations are based on database and not gut based number two professionalization at ground level is happening things are changing rapidly but still is a big country and many locations you still have loosely organized entities on the ground so now that has to change number three would be cost rationalization that impacts resource allocation once again and number four would be greater engagement between the outdoor industry and the brand owners and the marketing professionals that would make a world of difference great thank you lastly Jayesh everybody said whatever I wanted to say two points for mine one is probably a brand solution team equivalent the way television channels have and second would be investment in training and people oh okay great so thank you so much everyone I think it has been a lovely challenging session we got to know quite a few things and overall I could say that you know we would say that how Sam started in that pitch medicine report that happy days are here again this year so I would say the same thing applies to OOH now that we would see more and more efforts are being taken by the outdoor advertising association and we hear now from the marketeers that unless and until that is the need of an hour marketing which is going to help us get more pie in the advertising share so thank you very much thank you panel thank you everyone for finding