Hopeful AAAI approves Roadstar in few months: Pawan Bansal, IOAA Chairman
Roadstar is IOAA’s first attempt to roll out a common currency for the outdoor advertising sector, shared Pawan Bansal, Chairman of the Indian Outdoor Advertising Association, during a conversation with e4m. He also spoke on the possibility of hiring a research firm, agencies’ feeback on Roadstar and more.
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Excerpts from the conversation:
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There is a question mark over Roadstar’s acceptance as a common currency for the OOH sector since no research agency was involved in the process. Your comment? Our methodology is simple and based on mobility and census data. We followed global standards recommended by the World Out-of-Home Organization for Roadstar development. Our experience and expertise also helped shape the software. We don't think there is a need to rope in a research agency at this point. However, we may hire a research firm when we need attribution data. See, this is our first attempt to roll out a common currency. We roped in Relu.Ai in 2022 for the job and worked consistently with them to refine and update Roadstar. Some of the media owners and agencies have already been using Roadstar. Why has AAAI not approved Roadstar yet? We learnt that media agencies are currently doing pilot tests with Roadstar. What is their assessment? The AAAI has formed a five-member technical committee in April to examine Roadstar. The committee is currently vetting it. Some agencies seek iterations as per their requirements. We are in conversation with them to address these issues and will be sorted out soon. We have received positive feedback from agencies who have been doing pilots. We hope AAAI will approve Roadstar as common currency in a couple of months. Have you got any feedback from the Indian Society of Advertisers? Once AAAI gives us a go ahead in the adoption of Roadstar as common planning and measurement tool, subsequently we will approach the ISA.
Tags : Ioaa Chairman Roadstar Aaai Pawan Bansal