New steps to safeguard Delhi Outdoor Media

Delhi Outdoor Advertisers' Association (DOAA) has become active than ever before and is all set to take new steps to safeguard the interest of the media owners in the sector. They have come up with many new set of rules that they will be introducing in the near future and there are some that they have already implemented with start of the year.

Some of the major steps of DOAA include:

-The minimum duration of campaigns that use to be 7-10 days will now be 15 days

-The maximum credit period allowed to any agency or client will be 60 days from the last day of a campaign

The decade old association has become quite active and is eyeing the betterment of outdoor business which will affect not only the media owners but also the clients and advertisers. Adgully talked to Mr. Ranjan Bargotra, President, Crayons Advertising about his take on the various steps taken by the DOAA.

Reacting to the approach of the association, Bargotra, says, "This is the only industry that is referred as unorganised and if this is the sign of putting things in place, absolutely, why not. As a media owner anybody will prefer something which is organised."

On maximising the minimum duration for the campaign to 15 days Bargotra believes there should not be any issue and explains, "I don't see any issue there as the minimum time for which clients advertise is normally for 2 weeks or 20 days and I believe no one uses outdoors for 5 days or 7 days unless it's a really big campaign where they have, 5 days focused message. It is more frequent in Mumbai where expensive short period campaigns are common."

On the step taken by DOAA for betterment of credit system, Bargotra, taking in behalf of agencies feels, "Credit off course is a matter of concern for everybody. Nobody will protest if you are asking to be organised so off course we also welcome it. The period that they have set is a debatable as clients or agencies would try to get maximum credit, it's their job, but that can be settled. It's a welcome move and 60 days maximum credit period is not a bad period either."

Bargotra sums up saying, "On the other side of the table as an agency we would also expect order to the industry in terms of supervision, where you track the entire thing and ensure things like if the hoarding is there on time when it should be or not, etc."

DOAA is looking aggressive with their approach towards the betterment of the sector and if it succeeds, in it's approach, this will certainly put an example for the other outdoor industry nationwide to follow.