IOAA lays ground rules for OOH industry with a set of SOP
The Indian Outdoor Advertising Association (IOAA) along with Advertising Agencies Association of India (AAAI) has made an attempt to consolidate the fragmented advertising industry by laying a set of Standard Operating Procedures (SOP) for the OOH industry stakeholders. The SOP has been introduced to augment transparency in the OOH domain. It includes norms for the release orders, invoices, payment credit periods, dispute resolution, display periods and extensions, defective delivery, cancellations as well as the roles that each of the stakeholders plays in OOH media buying and selling . The document also includes that stakeholders shall have to pay penalties should they fail to adhere to the laid rules.
“With the SOP, we are trying to bring in clarity around the various procedures that will help us consolidate the industry to a large extent”, commented Indrajit Sen, Vice Chairman, IOAA.
The SOPs have been circulated and the agencies are expected to soon begin to implement them in the coming weeks. IOAA is currently in the process of sending letters to advertisers to inform them officially for them to gain more clarity on the framework.