AAAI & IOAA get together to streamline OOH advertising biz in India

The two industry bodies will set up suitable mechanisms to ensure adherence to timelines, penalise defaulters, regulating and disciplining advertiser behaviour and more

BestMediaInfo Bureau | Mumbai | August 31, 2015

(L to R): Noomi Mehta, Sam Balsara, Dr MG Parameswaran & Ashish Bhasin at the IOAA-AAAI agreement signing

The Advertising Agencies Association of India (AAAI) and the Indian Outdoor Advertising Association (IOAA) have signed a joint agreement to help the outdoor advertising industry in India to grow in an organised and regulated fashion. This was announced by AAAI's President, Dr MG Parameswaran, and IOAA Chairman, ND Mehta, at a press conference in Mumbai on August 28, 2015.

According to Dr Parameswaran the overall objective of coming together of two industry bodies was to ensure that proper systems and processes were followed and timelines adhered to, as well as commitments honoured on both sides.

Further, a suitable mechanism will be set up to penalise defaulters with a view to preventing future defaults and bringing everybody in line with the policies and good practices as well as focus on regulating and disciplining advertiser behaviour in matters concerning the outdoor trade, agency remuneration, corporate governance and adherence to payment deadlines. A special feature of this agreement is that the advertiser will not be allowed to shift their business to another agency until dues of the earlier agency are fully settled.

Welcoming this development, Mehta mentioned that IOAA on its part had also embarked on an ambitious project to conduct viewership studies on OOH initially in major cities. Further, it will ensure 100 per cent listing of all sites with unique ID number in a scientific manner for the benefit of all concerned.

Formed in 1945, the Advertising Agencies Association of India is the official, national organisation of advertising agencies.

The Indian Outdoor Advertising Association, registered as a not-for-profit limited company since 2007, has been promoted by OOH media companies. It also operates an effective Credit Control Council.

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