Problems faced by OOH Advertising companies
Though out of home (OOH) advertising can be a very effective way of reaching a large number of potential customers in India, there are a number of problems faced by OOH Advertising companies which have not been resolved till date. One of the main problems remains poor marketing of the companies. While most companies will list a phone number on the billboard, it will be difficult for the advertiser to note down the phone number as they are usually in a vehicle when they see the billboard. It remains difficult to stop a vehicle in the middle of the road. Hence the OOH advertising companies should develop a more effective way of reaching out to advertisers.
The OOH advertising companies will only list a mobile number on the billboard, they do not realize that mobile communication in India has become extremely unreliable. Increasingly small business owners and professionals in India are finding that all their mobile phone calls, smses are diverted to the friends and relatives of powerful officials without a court order or legally valid reason. These friends of officials will often demand a bribe for every sms, phone call to the business owner, divert the phone call, sms to a rival company or simply block the sms, phone call.
So a potential advertiser trying to contact the OOH advertising company will often find that that they are not able to do so. Adding an email id may not help as emails of small business owners and professionals are also diverted or stolen in a similar manner by the top officials, their friends and associates. Hence the OOH advertising companies should also provide directions to their office or at least a postal address where they can be contacted as the theft of postal or courier mail by officials in India remains limited. Most potential advertisers of products and services also have very little information on how many people will see the outdoor ad and this will influence their decision on choosing the outdoor advertising medium.
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