 I would like to invite on stage the moderator of our next panel, which is titled Vision 2020, looking forward or stuck 20 years behind. The chair of the political disability panel is Mr. Suresh Balakrishnan. He is our leader on the peace committee all by. We are going to talk about the things of our panelists. We are going to be discussing over which we know its challenges, its shines. Of course, like Dr. Lal mentioned, the IAEA is primarily to have counteractories, so to speak. And I'm wondering where the counteractory is in the other home industry. Is that counteractory in the other home industry? Do we all see I2I? This is Suresh Balakrishnan. You want to get actually these questions? All right. We are going to go over the stage next. Ms. Minali Shah, head content, marketing, and academia. Minali Shah was also one of the committee members. And at that point in time, I remember mentioning that they have managed to create a currency, so to speak, as far as the other home industries concern, while they were using it to promote their product. Our next panelist is R.G.A. Chopra. At least, it's your time, O.H. Our home, P.N.A., is real estate. And we have Mr. Deepak Gubu, director of the Gushan Home, who will be participating and representing the industry on this panel. Mr. Puneet Anand, G.M. and group head marketing, Hyundai, owned India Limited again. All those and Fars is another big sector, as far as advertising is concerned for the other home media. Next to your friend is Anu Jain, a marketing strategist who was earlier associated with promoting brands like Yarmouth, All India, Australia, and of course, who actually teaches the teachers or maybe directs the leaders or makes leaders out of individuals. Dr. Sandeep Singh, CEO and our trainer, are you all engaged in the program? Looking forward to covering the important aspects in terms of what we're looking at, our home media specifically can compare to the rest of the world. Are we looking ahead or are we looking behind? Is there any advancement happening? Is there any power out there happening? What is it the future that we're looking at as far as our performance is concerned? Good evening, everybody. The talks have not yet happened. There's still time. But I'll keep you informed if you do the course. The course happens. Firstly, thanks actually for media, under our power, all my friends for giving us the opportunity to discuss this topic at this forum. They want us to discuss Vision 2020, whether the industry is really looking 20 years ahead or are we still stuck 20 years behind time. That's what they want us to discuss. And I think I have a very nice mix panel here. I have one of the largest media owners on this panel with me. And we have a couple of large users, clients of media. We have marketing consultants. And we also have a trainer, which I think is an interesting twist to the whole discussion. So we have a nice mix of people here. What I'd like to... and the format that we'll be following, which I'm sure some of you are familiar with, is that I'd like to spend five minutes sharing my point of view on the subject. We then have each of our panelists talking for about five minutes each on their perspective on the subject and where they think the overall industry is, pros and cons and where it's headed. And then we probably have a quick interactive discussion and open questions from all of you. And since I'm the session chair, I get to go first. So, I'm not going to spend too much time on why the industry can't get much capability because I think this last year we have been discussing. And being a new entrant into this industry myself in a good way, and I suffered from a huge degree of optimism. That is a part that I have. And I'm extremely optimistic about this industry to start the discussion. And why do I say that? I say that because if you take up one issue of measurability, it is not an Indian issue, right? Nowhere in the world, nowhere in the world is our home measured extremely scientifically. So let's get out of this and think about how our industry is suffering in India and all that. Nowhere in the world does it happen. There are examples of something happening in the U.K., something happening in the U.S. But otherwise, there's nothing. Even in the U.S. there's more anecdotal than what really happens. Instead, I think what is happening is a lot of synergistic technology which is helping this medium become more accountable. So forget measurability for the time being. Let's talk about accountability. Because I think this medium is becoming far more accountable than most other mediums. My friend here, Minali will talk about which we were discussing earlier. Something very interesting that Abbott has done in terms of making the medium a little more accountable. And I hope Minali will touch on it when we come to you. There are, in my agency, for example, one of the things that we recently launched is something called a social amplification score. It's a very interesting marriage between social media and auto-home. What it does is it's got an active software that actually measures the buzz that your auto-home campaign creates on social media. And therefore, are there any spikes in it? And where are those spikes coming from? Do they coordinate with the area as well? Do you actually plan your auto-home and so on? So actually, there can be some analysis between the buzz that your brand creates and your auto-home campaign. That's one aspect. So there are a lot of surrogate measures of accountability that are coming into this medium. Argo will talk about, again, we were discussing, and he was saying, especially in controlled environments, like the airports that they handle, they can actually give you far, far more diagnostics than we can imagine. It was the kind of data that they possess about airports. As far as technology and digital integration goes, I think auto-home is probably leading the space even more in the other medium. Any of the other medium that you can talk about. The reason I say that is that although there are limitations to digital media in this country, somebody will stand up and say, oh, only 10% of our inventory is digital. There are two, three markets in which we can put the reason why it goes up. One is, of course, regulatory issues in our country that don't allow us. I think it's a matter of time before that opens up. They will have to. Second is the investment that you require from the media owners. And the media owner's point of view is if I do invest this kind of money, the advertiser is not willing to pay that much money to actually offset the kind of investments that I need. So while those problems exist, in delivering the digital experience, there are other ways of doing it. For example, there's a new company called CEE App. I'm sure people in the auto-home business would have heard about it. It's a company that can actually implement in any of the visuals in your communication, whether it's the logo or the model space or whatever, you can actually, the app recognizes any of those visuals that you want or all of them if that's what you're consistent about. You can make every single static communication across the country interactive. Without a QR code with nothing on it. It's just a technology where you just, of course, you need to download the app and here's the pure part of the downloading app. Nobody will download the app just for selling it. It can be integrated into your client's app. So for example, in radio, as a client is not promoting my idea app, this CEE app can be integrated in my idea app. So any idea consumer, every single idea most of the world can become interactive. And when I say static, it can be used to make work, it can be hoarding, bushrine, anything. So a lot of this work that is happening which is extremely interesting and very fast-paced and it's available in India. I mean, CEE app is a company in it. Anybody can buy it. It's available for anybody in this country. So there are lots of such progress happening in this media which is making more accountable and making it more cutting-edge. It's all about technology. Being the only lady on the panel, I think I will go with Minali first and ask her about her experience with Abbott and also her understanding of the automobile. She will talk about that measurement system or the accountable system that they have actually put into place to make the media a little more accountable. And secondly, about her own thoughts on the automobile industry I thought it was time for some coffee. And coffee is the way I like to put the weight. I see that the out-of-home industry will develop in the next years to come. So coffee is actually an acronym for COFI. The CO stands for the Connected Consumer. Very clearly, I see that if the industry has to shape and grow exponentially at the place that it has to, advertisers and all the stakeholders have to understand that out-of-home is a way of relating to this consumer. I remember the Google study of micro-mormons. Typically, what they did was to assess how consumers in their day-to-day life experience certain moments and if the advertiser is able to kind of reach out to them at those moments, then he would be effective. So these are, I want to go moments, I want to know moments, I want to share moments, I want to buy moments. So if for mobile advertising if we are intervening in this manner, the question is, is out-of-home advertising thinking in this manner? We might talk about it as a point of purchase, but I'll give an example of something that happened in the Columbus Station in New York City. Typically, the diet commuters going home, what they did there was to drive a 64-feet-large digital interactive screen, and this was actually at Venezuela. They chose a location to capture the fun moment and it required emitting itself with the brand that we wanted to and the message that we wanted to project that is good to play and this is the moment that people interacted. So this became very interesting and one of those moments kind of thing. The second part of coffee is format, F for format. I know that this discussion will have is for talking about the traditional, the digital, how are we going to be born as an industry here. However, what I'd like to highlight is still there is a lot that can be done in traditional. There is a lot of work that we can do in digital if we as an industry are able to surround them and I think experts will talk about that. I also bring up the fact that we have and we are advertising a lot of annual formats which are still on tap and we can't work on it. And the last part which is the I, which is the impact. Studies say that you know, out of home is very, while it's not possible to measure, it's a part of a campaign not necessarily a background. One of our experiments in Abbott was that we experimented with small and large formats specific localities involved in handling. What we did was to map the billboards around those areas and those attachment areas and we targeted certain social media communication only to those people in those areas. So what we saw on the billboard was actually what we saw in the Facebook feeds and we were targeted accordingly through those messages. What we found was as an average of Bombay and Delhi Facebook engagement scores clearly those people who we had targeted through the OOH had double the engagement as compared to the baseline. So we did realize that that, you know, while that OOH has got clearly a subliminal impact, it has, depending on the messaging, we can take it to a level ahead to make it more experiential and much more innovative. Thanks. Thanks, Manali. Deepak, we come to you. Real estate is one of the largest categories that it uses out of home effectively. The question I have for you is that is it only because of geographic advantage that out of home really brings because you can obviously target areas, attachment areas but is there more to it and why do real estate advertisers rely so heavily on a large part of their money as per out of home advertising and do you feel like what level that involves for you? Yes, it is true that real estate industry is using the Squash Media very effectively in many ways. Manali, because the fact that what we had is that we want to be seen. We want to be seen and we want to be registered in the minds of the consumer and what we find is that we want to go into the platform to register also in the mind of the consumer. There is a very old slang which says, we have to be visible. So to create a visibility, watch becomes a wonderful platform to be in and that's why most of the real estate companies are using it. And we also use it very effectively and what we have seen is that you need to do a lot of permutation and combination to reach the consumer mindset. This is the first part of the story and we've been spending quite a large percentage of the budget in the OHS Media and the loss of the terminal because we were discussing in the morning and somebody said that we put about a number or a message or a message channel that doesn't belong to the majority but what we have seen is that there are certain specifics with which we can really make it that when we project a OHS Media in a typical given geographic location for a second number of days and then we see the mayor or the lead generated from that so that's the kind of mayor we draw out of this OHS Media and we say that whether it is defective we want to review it or then we review the strategies for using that OHS Media. So I might go over to the 1.4 million years to come and it will definitely go exponentially and the real estate is the biggest industry which uses it very effectively. However I would like to take you to the current scenario what we observe is that which I learn from the nature and the people around us. In today's scenario we need to target our audience. We have it fixed. So to the audience what we observe is we don't spend time even lifting their head up or finding time or the target also. Even right now in this hall 80% of the population is engaged on their smartphones I can sit with them. So we need to understand and learn from these views. What I find the future is how that OHS and every little another jargon, the term it's up to the industry like I say this in movie or it is movie we need to get into the wild of the people. Why? Because most of the time we start with the mobile. Starting from getting up and sleeping every one of us is engaged. This is the first relation. I suffer about son, daughter, father, mother, wife. The mobile has become the first relation we have. Before we say goodnight we say goodnight to our mobile and then sleep. The moment we wake up we pick up our smartphones so we need to take views from this nature and understand whether the OHS is going to be able to find this as a competitor or not or we somehow can learn into this. So I think what I find is the future as we said that the vision is 2020. I find another to be able to find we are all entering into the mobile devices or more in the night. So we need to clearly understand how we can make ourselves visible into that mobile platform. This is OHS. Even today a lot of our real estate industry are huge models in mobile media but the future is a digital platform. So that is my message and engagement and a thought process I want to give to this audience to understand how we can make our reach to the mobile and ensure that we present people that mobile platform because this is where the future is from where we get the leads. Thank you very much. Thank you for throwing a cat on the vision and bring the mobile to play. I think it is an interesting subject but we need to discuss the mobile because it is a whole new it is a whole different animal. Anybody in this industry and I think most people in this industry trying to raise it are really glad that we made it. Hargo, being somebody who can afford to invest when I say afford to invest talking about your large corporation which is in the auto-home business also largely in the control environment you are in an environment which allows you to invest in digital media and auto-home etc and I know that as an company you have invested in the digital space and it is a way forward we all agree that what is your take on going forward is the link with digital and with the internet the way forward for auto-home and if so do you think it is a fast time in our country? I think absolutely right So let me just say a little bit about the 20-20 vision I think in the auto-home industry whether it is 20 years back or looking forward to 20-20 I think a lot of lot more work needs to be done having said that the direction in which the industry is going is in the right direction but having said that a lot of work needs to be done in the auto-home industry I think needs to be reconstructed a little bit from the ambient and non-ambient views from the ambient view it offers us a lot of opportunity to integrate the digital platforms and the most precious real estate for us today is that 5 x 5 x 4 inch screen which is having the maximum amount of outputs it is not news papers it is not television and our kind of media especially the airports and the metros that we have since it is an area where we get consumers engaged for a long time because even if you travel in a domestic fact you have to go there one hour early and when you are going there one hour early you have 5 x 5 x 5 and that is where you see people interacting on mobile a lot of work just happened so if I can say in the airports any airport today for example has more than 200 digital screens similarly for movie airports there are more than 150 digital screens and we have technology actually a lot of technology is there for example we built up the QR code in the domestic technology where we did an experiment with a company called OIVO the type of portal where you can take the mobile code in front of the OIVO site and from there automatically you can download the website and so on so those kind of technologies are really there we are working on it and I think it will be completely unwise to think that in the future if you are not equal to integrate mobile with the out of home space you are not really going to get where we want to so that is one aspect of it but the fact of the matter is that a large part of the out of home industry is still going to be outside which is street furniture and what you see on the roads so that is going to be a large part of the media that because of certain regression we cannot really digitize right now as you know we cannot put this little sign on the roads which the rest of the countries have gone far ahead so that is one thing that we are going to live with that we are working towards as an industry working with the government to get some regulations friendly in that case but I would say that there is a large part which is still going to be there for the media and how we can get just talking about dynamic there is a little bit from the viewpoint of the out of the industry as well where I have to say a lot of evangelists of the out of home industry here but I think and I am not talking about visibility as you said visibility is not there nobody says nobody but in terms of cleaning up the industry in terms of ensuring that unregulated strikes do not happen there is a lot of work which is done with media owners and there are many unregulated strikes and there is a lot of I think it is a work it needs to be done it has to be handled at the industrial level both by the owners and the agencies because unregulated unorganized sites will cost less there is work to be done on that for that part of the trust to get rid of from the advertisers point of view and media does not have the problems that fortunately we have the authenticity of that so there are two aspects to the point this is one of the ambient media yes a lot of way ahead but to get more sure of the buy is non ambient media where the work needs to be done regulatory wise from the government and internally by the industry by us media owners and the agencies to ensure that we maintain as clean as possible but make it much much more cleaner than what it is a lot of steps have been taken that is what we need to do