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The IOAA devotes and focuses its entire energies to develop and nurture resources that would be very difficult or practically impossible for individual companies to create and enjoy. These include developing close working relationships at national level with critical stakeholders like the Advertising Agencies Association of India (AAAI), the Union Ministry of Urban Development, PHDCCI/FICCI/CII, the Advertising Standards Council of India (ASCI), the Indian Society of Advertisers (ISA), MRUC (Media Research Users Council), CRISIL as well as with the national associations of the O-O-H industry in USA, UK, Australia, South Africa, Canada and with FEPE – the international association of O-O-H Advertising industry. These have already resulted in certain remarkable breakthroughs in regulatory and governance as well as on developing metrics that will propel the Indian O-O-H business to the next level


IOAA signed a Memorandum of Understanding (MoU) with the Advertising Agencies Association of India (AAAI) in August, 2015. Pursuant to this MoU, AAAI established the Outdoor Media Forum (OMF) and admitted all Specialist OOH Advertising Agencies as members of the AAAI-OMF. Further, as agreed in the MoU, a Joint Working Committee

(JWC) was also formed, consisting of:

  • Nominated members from IOAA – EC : Chairman of IOAA & others
  • Heads of Specialist OOH Advertising Agencies who are part of AAAI-OMF
  • 2 representatives of AAAI Board: Mr Sam Balsara & Mr Ashish Bhasin (Secy, AAAI).
  • Secretariats of both AAAI and IOAA.

    The JWC has met each month over last 10 months till now. It has succeeded in establishing a Standard Operating Process (SOP) that is in the process of being implemented.

    The JWC provides a platform for Media Companies to interact with heads of the largest Specialist Agencies in India, who together control about 60% of the business of OOH Advertising. As the business of OOH Advertising is spread throughout the country, including some of the remotest parts, often prevailing practices go against business policies or principles that are preferred nationally at a macro level. Hence, it becomes imperative to have an active and live platform that addresses aberrations and help the industry to stay on preferred track and collectively move towards achieving goal of 10%Plus market share of advertising revenues.