As 2024 draws to a close, the advertising, media, and marketing industries have witnessed a year of transformative change. In this feature, Team Manifest looks back at the five key developments from the year gone by, and speaks to experts to know how these will affect the industry going forward.

Here's part two featuring the last two key developments of the year. 

• Aftermath of OOH mishap in Mumbai

The Ghatkopar incident that took place on 13 May 2024 served as a wake-up call in OOH with government bodies getting involved in monitoring the safety of outdoor advertising and checks on sizes of hoardings among others implemented. 

With advertising hoardings now regulated in terms of size - has it impacted the category in terms of reducing brand spends?

Haresh Nayak, CEO and founder, Connect Network: The Ghatkopar incident was a wake-up call for the OOH industry, bringing safety and accountability to the forefront. While the regulations on hoarding sizes initially raised concerns, they haven't significantly impacted brand spends. Instead, they've reshaped how brands approach OOH advertising.

Rather than focusing solely on size, brands have shifted to creating more impactful and targeted campaigns. Premium inventory and highly creative executions have become the norm, ensuring that smaller formats deliver bigger impressions. This change has also spurred a rise in innovative alternatives like digital OOH, transit media, and experiential solutions, keeping the medium dynamic and effective.

Although there was an adjustment period, the industry has proven its resilience by adapting quickly, reinforcing its value to advertisers without compromising on safety or quality.

Sheetal Panicker, head- west, Octagon Media Networks: The size regulations on hoardings post the incident, was initially perceived as a roadblock for the out-of-home advertising sector. However, a deeper look reveals two contrasting effects.

Reduction in size didn't stifle the category, it redefined its approach. Brands, instead of reducing spends, shifted focus to more innovative formats. Smaller but well-strategised hoardings near high-traffic zones began delivering impactful results. The industry also witnessed growth in digital OOH (DOOH), enabling dynamic and targeted campaigns. It further allowed brands to better allocate their spending, by trimming excessive investments in oversized hoardings and focusing on ROI-driven locations. 

Were the concerns around this short-lived and are we seeing some advertising spots back to breaking the law?

Haresh Nayak: The immediate aftermath of the Ghatkopar incident brought strict enforcement and a heightened focus on compliance. While vigilance has naturally eased over time, isolated cases of non-compliance have emerged. However, these are exceptions rather than the norm. Most advertisers today are acutely aware of the reputational and legal risks of flouting regulations, and the industry as a whole is striving to maintain a balance between creativity and compliance.

Collaboration between government bodies and industry stakeholders has been key to upholding safety standards while ensuring that the OOH medium remains vibrant and impactful. This incident served as a turning point, pushing the industry to innovate and evolve.

Today, the future of OOH lies in leveraging technology and data to deliver creative, safe, and compliant campaigns. Digital OOH and interactive formats are not just reshaping the medium but also demonstrating how regulations and innovation can coexist to create meaningful brand experiences. The industry is more prepared than ever to navigate these dynamics responsibly and sustainably.

Sheetal Panicker: Regulations initially cracked down hard on violators, and some advertisers, fearing penalties, strictly followed the new rules. However, as attention on enforcement loosened, a few began to push the limits again, especially in terms of size and placement. In major cities, public awareness and media scrutiny keep a close watch, but in smaller cities, monitoring is often weaker, leading to loopholes.

Not all brands support this rule-breaking. Many see the new regulations as a chance to improve their reputation by following the rules and distancing themselves from those who don't.

• Tech companies antitrust

The Competition Commission of India (CCI) recently directed WhatsApp to refrain from sharing user data for advertising purposes with other Meta-owned apps for five years and fined it USD 25.4 million over antitrust violations related to the messaging application's 2021 privacy policy. Meta has responded saying it disagreed with the order that placed data-sharing restrictions between WhatsApp and its other applications and said it would legally challenge the order.

Recently, news also emerged that Google lost the biggest antitrust challenge it has faced this year when a US judge found that it illegally monopolised the search market. Now it's facing the possibility that the result will be a forced breakup of the company.

With regulators globally targeting tech giants for monopolistic practices, how should these tech companies recalibrate their strategies?

Prady Kumaar, CEO and co-founder, NP Digital India: Big tech companies need to prioritise building trust with their stakeholders - regulators, users, and advertisers- by adopting transparent, ethical, and inclusive practices. Here are a few key strategies:

1. Strengthen compliance and governance:
Regulatory alignment: Proactively align business models with evolving global regulations.
Fair competition: Ensure practices promote fair competition and avoid monopolistic behaviours.
2. Enhance data privacy:
Robust data protection: Implement stringent data protection policies.
User empowerment: Grant users greater control over their personal information.
3. Diversify business models:
Beyond advertising: Expand product portfolios to include services that encourage open collaboration and partnerships.
Reduced dependency: Lessen reliance on dominant market segments.
4. Foster regulatory partnerships:
Constructive dialogue: Engage in constructive dialogue with policymakers.
Balanced frameworks: Collaborate to shape balanced regulatory frameworks that support sustainable growth and innovation.

How can advertisers navigate the uncertainty while ensuring access to these platforms for reaching out to their target audience?

Prady Kumaar: To navigate uncertainties while ensuring effective access to platforms, advertisers should diversify their channel strategies, exploring emerging social media platforms, connected TV (CTV), and programmatic ad networks to reduce reliance on any single platform. Building strong first-party data capabilities is vital as third-party cookies are phased out, enabling greater control over audience targeting and insights. Adopting omnichannel approaches allows campaigns to seamlessly integrate across various touchpoints, minimising dependency and maximising reach. Contextual advertising can address privacy concerns while maintaining relevance, and leveraging Al for real-time campaign adjustments enhances agility in adapting to evolving platform policies and regulations. These strategies empower advertisers to maintain impactful audience engagement despite challenges.

Vishnu Mohan, partner and chief growth officer, Dept: Advertisers are challenged usually on two fronts - a reputational risk attached to being supportive of a platform that has come under the scanner but this is very much marginal and often more a perceived issue than a reality. The other challenge emanates out of an undue CPM (cost per mille) inflation resulting out a demand surge of a platform where the audience has migrated in such situations - this is where I believe the industry as a whole together with regulators need to co-work to force an inflation cap à la MRP that ensures fairness to the advertiser and no undue advantage landing in the hands of any publisher. 

Also read: 

Key developments that changed the advertising, media and marketing landscape (part one)