2020 to see more of programmatic, DOOH, OTT & organised retail: Charanjeet Arora

The Co-CEO of Kinetic India shares his predictions and insights about what 2020 will hold for the Out-Of-Home industry in India

e4m by Anjali Thakur
Published: Jan 7, 2020 8:36 AM  | 4 min read
Charanjeet Singh Arora, co-ceo, Kinetic India

There is no denying that for the Out Of Home industry, the year gone by was fuelled by big ticket events like the General Elections, ICC Cricket World Cup, Indian Premium League and a boom in the OTT industry. So, what’s in store for year 2020? Will it get bigger and better?

“These are exciting times in Out Of Home (OOH), which is establishing itself as a digital power player with the growth of programmatic technology for the medium,” says Charanjeet Singh Arora, Co-CEO, Kinetic India.

In a chat with exchange4media, Arora shared his predictions and insights about what 2020 holds for the industry.

DOOH to grow: Ample opportunities in Railways, Metros, Malls

DOOH is bound to grow. For India, Railways is a big opportunity. A lot many brands are using it but they haven’t used it as a whole because if you look at the ridership it’s approximately 8.2 billion every year, which is massive. All the new tenders that are coming to railways are digital. They are asking bidders to put digital screens there. So that’s a huge space and you have a definite number. A lot of existing media partners have recently updated themselves and picked up railway station contracts. Metro is going everywhere and every city is subscribing to this mode of commute. Hence, the opportunities there are ample. The number of malls and cafes is booming and brands are making the most of it.

Organized retail to grow

Organized retail will grow in 2020, that's the future because in India 70 per cent of the population still lives in rural areas. That's why even clients like Maruti have started focusing on Tier 3 and 4 towns and the major focus is on local marketing. So, if we talk about the India growth story it will happen in tier three or tier four towns. So all FMCG companies like HUL and the likes are talking about getting into smaller markets because there lies the new set of consumers. These are absolutely virgin markets and if you are the first mover there, you can create your brand on those lines.

Destination place to see larger investment on digital media

Since one spends a big chunk of their time on a destination such as corporate hubs, airports and the moment you witness a digital screen, you tend to notice. The future is that every brand wants to integrate their campaign and they want to interact with their TG.

Role of programmatic to boost

With an increase in data and technology, going forward brands can do campaigns using image recognition which will be attractive for marketers. Thanks to the fast development of technology, selected DOOH screens can now match the ads to the environment and target group in real time. Ads can automatically change depending on the type of audience passing near the screen.

Latest technologies installed with the screens allow people close to the screen to register their mobile phones during the display of the advertisement. Combined with records of data used on the Internet it makes digital OOH the first medium that truly merges offline and online advertising.

In 2020, it is technology that will drive the development of DOOH, opening completely new set of opportunities for marketers. 

OTT to have a larger chunk of the pie

The other segment that has been using outdoor advertising successfully are internet-based content streaming apps such as Netflix, Amazon Prime, Zee5 and Hotstar and this will continue to grow.

5G & emergence of app business

If 5G comes into the picture then it will further empower the usage of mobile. A lot of businesses will get redefined using technology. So we will see emergence of app business. Apps like Flipkart and Amazon, new payment portals like Google Pay, will also see a big upswing in spends because India has a huge potential.

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