Indian Outdoor Advertising Association (IOAA), a non profit organisation, was formed by outdoor advertising companies, such as Selvel Advertising, Jagran Engage, Times Innovative Media Ltd, Clear channel, Prakash Arts and Laqshya Media. The IOAA is likely to be based out of Mumbai.

Noomi Mehta, the CMD of Selvel Advertising and Chairman of the IOAA, said, “The primary objective of the IOAA is to promote, protect and advance the rightful interests of outdoor media and outdoor advertising media companies and associated businesses. It will ensure cooperation, free and fair competition amongst agencies and deal with factors affecting the outdoor industry.”

“Outdoor advertising has always been perceived as a fragmented and a disorganised industry. Today OOH in India is (an) INR 1200 crore industry that employs more than 3000 professionals consisting of many big- and medium-sized media companies. There is an urgent need for a national ombudsman to adjudicate over critical issues and formulate strategies for the industry”, said Indrajit Sen, the Business Chief & COO of Jagran Engage and Vice Chairman of the IOAA.

The IOAA is expected to generate a positive response as its focus is to create a rapport with customers and capture their attention when they are outside and are most receptive to new products or services being advertised. This is a significant change from the traditional forms of media which had witnessed an increasing number of players entering the market but failed to capture the consumer’s attention.

The main benefit that the outdoor advertising industry can draw from the IOAA is escalating its concerns more forcefully at various government and non-government.

The IOAA aims to first focus its efforts on the jurisdiction aspects of outdoor advertising at the local administration and state government level.