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IOAA urges the government bodies to extend their support to the OOH industry

3 min read
IOAA urges the government bodies to extend their support to the OOH industry

In the wake of the recent financial fallout due to COVID-19, Indian Outdoor Advertising Association (IOAA) has made a formal request to the central and the various state governments and municipal corporations to take effective measures to help save the media owners from going bankrupt. The OOH industry has been hit hard because of the nation-wide lockdown as major campaigns and launches have been withheld by companies. This has dealt a severe blow to the Indian outdoor advertising industry whose estimate losses can run in crores. As a result, the jobs of millions of people in the advertising industry could be jeopardized.

The media body has estimated the drop in revenue of the OOH industry to be around 2500 crore INR which is half the approximate annual revenue of 5000 crore INR. To save themselves from the looming financial crisis, IOAA has requested the various government bodies to enforce the following measures:

  • Complete abrogation from the collection of all forms of ‘advertisement tax’.
  • Forgo at least half of the ‘license fee’ for the upcoming financial year 2020-21.
  • Postpone the submission of GST for the financial year 2020-21 to 2021-22.
  • Put back all OOH tenders and auctions until September 2020 and prolong the contract of the existing licenses till then.
  • Ensure the payment of the salaries/ wages of the workers who are the direct victims of COVID-19 and as a result, can’t resume work; and
  • To treat the pandemic as a natural disaster in order to draw the ‘Force Majeure’ clause of all the signed contracts.

IOAA further went on to make a demonstration citing all their claims but haven’t yet received a response from the concerned government bodies. Moreover, the OOH body has also partnered up with PHD Chamber of Commerce and Industry. This will further strengthen their position to lay grounds of an understanding with the union government on the matters concerning the OOH industry.

IOAA, in its demonstration, has also called on the attention of all the government bodies on the importance of the OOH industry in public messaging. The body appealed to all the governing bodies to support them in these times of global economic fallout. IOAA laid stress in the critical role they have been playing to spread awareness about COVID-19 for the last few weeks. Consequently, the apex body hopes there will be mutual and unwavering support in this distress from both the ends.

 

FAQ’s for Industry News (Advertising & Marketing) –

By the end of 2019, the Indian ad industry was close to INR 68K crore and was expected to grow by more than 10% to reach INR 75K crore by the end of 2020 (Figures before COVID-19 pandemic).

Main outdoor advertising formats include –

  1. OOH Hoardings.
  2. Unipoles.
  3. Transit media like Bus, Train, Car Ads, Auto branding etc.

Is Print media on the death bed when we compare it to growing Digital media?

Organized retail being the leader in OOH ad spends is followed by Real estate, Jewelers and Hospitals.

Below are the top 5 news portals covering ad, marketing and PR related news.

Afaqs.com

Adgully.com

Exchange4Media.com

Bestmediainfo.com

Campaignindia.in

You may also refer https://www.myhoardings.com/blog/ for seasonal industry campaign details.

Most of the outdoor advertising media comes under state government and local municipal bodies invite tenders at regular intervals (1 year, 2 years or more ..) in lieu of license fee.

Top 5 OOH ad agencies include MullenLowe Lintas, HAVAS Worldwide, Publicis, Laqshya group and Bright outdoors.

Presence of lots of illegal media due to corruption and political influence is a constant threat to business run by legitimate media people in India.

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