Need of the hour is a national OOH policy: Charanjeet Arora, CEO, Kinetic Advertising

Arora on the OOH medium, measures companies should take to promote programmatic digital OOH across markets and growth of DOOH in the near future

e4m by Dolly Mahayan
Updated: Sep 7, 2018 8:56 AM

Kinetic India recently promoted Charanjeet Arora and Rachana Lokhande as new Co-CEOs of Kinetic Advertising India Pvt. Ltd.. This follows the resignation of Suresh Balakrishna, CEO, South Asia and Middle East. Arora has been working with Kinetic Advertising India since November 2017.

We spoke to him about his views on the OOH medium, measures companies must take to promote programmatic digital OOH across markets and growth of DOOH in the near future.

Edited Excerpts:

OOH as a medium to connect in non-metro cities:

Arora says, “OOH has always been a key media in local markets and has played a vital role. Telecom, Retail, Education, Real Estate, Automobile sectors have always used OOH as the key media in non-metros. There are many advantages of OOH in non-metros, which has always encouraged brands to advertise in OOH space."

The reasons for this he says is Low cost of media, Contextual placement and Customised communication at key touch points.

“Majority of brands use OOH in non-metros to promote sales schemes, which immediately converts into numbers, so, in a way non metro clients understand the power of media well and believe in ROI," he says.

Programmatic digital OOH across markets

According to him, programmatic will help media owners to earn maximum revenue and utilisation of inventory. “Automation is the future of every business and technologies across the globe are redefining business and enhancing efficiencies. It is high time for large OOH media owners to automate availability and publish card rates on their sites," Arora says.

Changes needed in the OOH space

He perceives digital formats as the future of OOH business, but highlights that “the present method of printing flex is not eco-friendly and whatever is not eco friendly is not going to be there for long."
Digital media will ensure transparency; speed of execution and digital formats are definitely more dynamic and can accommodate multiple creatives.

He sees regularisation and standardisation of OOH formats across markets, and says, there’s more transparency in OOH business. He also admits, “There is a possibility of national OOH policy, which is the need of the hour."

“Major OOH companies are partnering in infrastructure growth of India through BOOT models and working with governments and to build a smarter India by creating international design BQS and more public facilities in Tier 1 and Tier 2 towns," he adds.

How Kinetic ensures high ROI

Arora explained how Kinetic ensures maximum ROI to the buyer on their platform. “Data, Technology and Content are the future of the media business. Kinetic uses its patented global tool Aureus, in planning, which is scientific and ensures most accurate planning and therefore, maximum return of investment. Kinetic uses AIM scoring to select the best sites for brands, based on brand requirements and the market."

“Because of the sheer size and volume, we get best the deals in the OOH space and we ensure we pass on the benefits to our esteemed clients. We are transparent to the core and ensure fair dealing at all levels; the idea is to deliver best to our clients. We believe in creating values for brands associated with us," says Arora.

DOOH as a medium of the future

When asked as to how he sees the growth of DOOH as a medium in the future, he says, “DOOH would grow at high pace in the coming years and this will help in better digital integrations. Consumer behaviours are changing fast and the way consumers consume media is also changing rapidly. Mobile has become a major media and digital OOH would help brands connect with consumers on mobile by using smart integrations and through innovative OOH+ Mobile interface."

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