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Digital OOH is the future of the advertising industry: Gulab Patil, Lemma Technologies

On Day 2 of e4m NEONS OOH Conference, Patil, Founder and CEO, Lemma Technologies spoke on the programmatic revolution in the DOOH ad space

e4m by exchange4media Staff
Published: Mar 14, 2020 8:57 AM  | 2 min read
Gulab Patil, Founder and CEO, Lemma Technologies

The world is changing rapidly and in order to keep up the Out Of Home (OOH) advertising industry needs to go digital, said Gulab Patil, Founder and CEO, Lemma Technologies, at the e4m NEONS OOH Conference.

On Day 2 of the conference, Patil spoke on the topic - Transition from Better to Best: A Programmatic Revolution in the DOOH Ad Space.

Patil said that although the OOH industry has its own presence, Digital OOH (DOOH) is the future of the advertising industry. “There is no question about the sustainability of the OOH industry, but for growth in the future we have to accept the change and revolution in the digital space.”

Patil emphasized that handling of data was the most important element for growth in the advertising industry. “We can say that for sustainability or for further growth data is not limited to the digital space only and we can relate it to the static space as well. But, we’ll get additional benefits in revenue, transparency and exact audience reach if we apply the available data in the digital space.”

Data-driven advertising is called programmatic advertising, he added. “Data is the most important element of the OOH industry. An automated system based on real-time audience data integrated with a standard digital ecosystem brought through a standard IAB protocol is what programmatic advertising is all about,” he said.

Patil concluded the session by highlighting the benefits of digitization though his past experiences. “At Lemma, we started programmatic ads on mobile screens in 2013, but it has come into full swing now. Approximately 60% of ad spends are happening in the small medium.” DOOH is more addressable, transparent and efficient when it comes to getting audience attention, Patil said while signing off.

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