By Khushi Keswani

The Chairman of the World Out of Home Organisation, Tom Goddard, met with Indian OOH media owners in Delhi for the 'Dialogue with Tom Goddard' event, sponsored by Pioneer. Drawing on his four decades of industry experience, he highlighted the persistent disorganisation within India's OOH advertising sector. He emphasised that this lack of structure prevents the industry from achieving its full potential, especially considering India's rapid macroeconomic growth and demographic advantage.

He further highlighted the huge disparity in spending on OOH within the APAC region, with India spending only half a billion dollars or about 2.4% of the total $20.2 billion APAC spends on OOH. As opposed to this, China has slightly more than 50% of the APAC spending at $11 billion.

This stirred a discussion in the room wherein Pawan Bansal, Chairman, IOAA, iterated how the India OOH operates with local advertisers and clients, which the current spending figures do not take into account. The current spend is essentially the consolidated spending across the specialist OOH media agencies. Almost all media owners felt that the actual quantum of spending was likely to be double the currently projected number, in the region of a billion USD (Rs 8,000 crore). The inaccurate projection of share of spend has consistently undervalued the OOH medium.

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