How DOOH and innovations are making the OOH value chain more robust

On Day 2 of the e4m NEONS OOH Conference, experts discuss how digitisation and innovations are impacting the OOH industry

e4m by exchange4media Staff
Updated: Mar 14, 2020 10:42 AM
NEONS Panel 2

Out-of-home advertising is considered one of the oldest form of promotions. However, with the emergence of digitisation, the out-of-home advertising value chain has observed major disruptions.

Subsequently, making the OOH chain robust, digital out-of-home advertising is emerging as a next big tool among advertisers. Day 2 of the 10th edition of exchange4media NEONS OOH Conference witnessed a panel that is conceivably the most significant in the age of new communication and marketing technologies.

The panel discussion, titled- 'How DOOH & Innovations are making the OOH Value Chain More Robust?', saw a thoughtful discussion on how innovations are strengthening the OOH advertising and the effective usages of DOOH?

Chaired by Vinkoo Chakraborty- Rapport, the panel included Gautam Bhirani- Eyetalk Media Ventures, G Mani- Armour Display Systems, Junaid Shaikh- Roshan Space Brandcom and Rishabh Mehta-LOCAD.

Opening the discussion, Chakraborty asked the panellists- how digitization and innovations are impacting the OOH advertising? To begin with, Shaikh said that OOH veterans must come together and take a look at the future and the present scenario of the OOH industry. They should think of where the innovation is leading the industry and what it has to offer advertisers. "It's important to understand where the OOH industry is right now and where is it going. Training is an important part of it. There should be a common goal and that can happen only when veterans get together," added Shaikh.

On the other hand, Bhirani believes that DOOH advertising is the only form of Digital advertising which is non-intrusive and forms a part of people's smartphone. At the same time, outdoor advertisements are becoming smarter and new age brands are perfectly utilizing innovation-based OOH.

Agreeing with Bhirani, Mani said that DOOH offers huge scope to advertisers by leveraging the traditional mass medium with innovations. Mani thinks that DOOH and other innovations have allowed brands to communicate with their potential customers even effectively. "Clients look forward to two information - data and response and with technological advancement, we are in a position to give brands what they want," added Mani.

He believes that it's time that media planners should believe in #DOOH deliverable capabilities. Mehta too feels that it's time for media planners to realise the strength and capabilities of DOOH to use it effectively. "They must consider it as belief and not risk; OOH should get a separate share of the entire budget," he added.

He thinks that there is a big change that is coming about in OOH and we will have a lot of aggregation platforms to automate and help media owners to measure the ROI. In compliance, all the panellists concluded that in this age of disruptions, people spend more time outdoors than indoors hence digital out-of-home advertising is here to stay.

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