OOH ORGANIZATION

How all we know we are the shopwindow of our clients. They pay an important sum of money to show their new products or their brands. So we have to keep care of our suports and the enviroment where they are installed.


If we have a beautiful media we will attract more clients and the best one´s, premium advertisers like bulgary, dior porsche will bet for our media and then they will atrack more clients.

Sometimes there is a rotten apple in our basket but the problem it´s that this apple can transmit the illness to all the basket and no one will want our products.

For example three years ago one rooftop ad fall in to the main higway of Madrid. Could you imagine the impact, the highway was blocked, the city council was crazy about this issue, and the brand Telefonica appear in all the news like the originator of this problem.



But the problem was that this ad didn´t have licence and the structure break the law because it´s size and opacity, it was a windy day.

In Madrid the 79% of the billboards don´t have licence, and the 34% of them will dont have licence in their live. So our basket it´s full of rotten apples.



In Madrid both the OOH company and the Advertiser are responsible of the Billboard, imagen the reaction of the advertiser if he recived a letter of the city council tell in him that his ad it´s ilegal.

This situation derive to a big battle, a battle between the city council and the OOH industry, but in this case all the OOH companies are the bad guys.

From 2008 to 2010 the punitive dossiers has increase over 300 % as well the fines, but sometimes this fines are for non logical reasons. For example: The city hall of madrid fine one OOH company with 6.000€ because the billboard hasn´t a label with the brand, or another company was fine with another 6.000 € because the billboard had one spotlight more than in his licence.




Another example was the increase of the taxes, with no notice and with out talking with the industry the city council of Madrid has increase a 1.000% the taxes for spectacular billboard.


Could you imagine the increase of this tax in the middle of the deepest advertising crisis?

Another problem of the industry is the lack of normative.


The OOH companies has started to invest important amounts of money in Digital technologies, and there is a promising future, but the problem is that the city councils didn´t realize that the industry is changing.

There is a lack of normative or the local normative is very old, What will happen when city halls realize that there is dozens of led displays? Belive me, they are going to regulate this activity with out thinking in the cost of readjust this new billboards.

At this moment the industry has bet for the digital technologies, with a scarf over his eyes, they don´t know the rule and this situation can cause a big damage.


So we need clear rules for our activity but instead of a referee fighting with the industry.
 
We need to talk with the city council, to creat a normative adjusted to our requirements.


But we have to talk like a team not individually, that is the reason why associations like FEPE, the Outdoor Advertising Association of America, the spanish AEPE or the french UPE are very important. They have to be the forum to discuss the problems and then have a common position.



If we have a good referee we can pass from the wicked cycle to the virtuous cycle.

In the wicked cycle we start installing billboards without licence, so there is a lack of security and big impact in the environment, for this reason this kind of companies can reduce their cost, and a good company can´t compete in the same conditions so there is a devaluation of the media.

In the other hand in the case of the virtuous cycle if we install with licence we increase the security and the impact is lower so we increase the quality of the product and the we can attract more clients.