NEONS OOH Conference: Digital OOH is the future of the industry: Bharat Khatri, Xaxis
Bharat Khatri, Country Head, Xaxis India, spoke on 'Performance-driven outdoor buying and selling: How it works'
“If we want OOH (Out of home) landscape to grow, we need to take a programmatic approach towards digital advertising”, said Bharat Khatri, Country Head, Xaxis India.
Khatri was speaking at exchange4media’s NEONS OOH Conference, on the topic 'Performance-driven outdoor buying and selling: How it works'. Khatri explained that today all the brands are using automation to simplify the consumer journey and experience. He then quoted Brian Lesser and said that “All media will be digital and all digital will be traded programmatically.” He defined programmatic as, “buying and selling of digital ads in an automated fashion, using data.”
Khatri, identified limited planning, targeting and management as the key problems in the OOH industry. He explained, “Limited planning, targeting and management are the key problems that lie in the entire OOH landscape while trying to build an omnichannel campaign.” He added that these problems exist because planning and targeting are done using census-based data and management is based upon offline brand surveys.
Khatri further talked about taking a programmatic approach towards Digital OOH (DOOH), as it is the future of advertising. He said it helps in omnichannel campaign development, along with measurability and attribution of consumer behaviour. Khatri explained that Xaxis replicated the problems of traditional OOH into digital OOH landscape and found rich solutions.
He said, “When we replicate problems of traditional OOH industry into the digital landscape, we bring in location data of user into play. This data could have been collected through a telecom provider or GPS.” He added that location data helps in increasing targeting capabilities of advertisers as we know which area is frequented by what kind of target audience. He said it also helped to improve the cross-media management and helps in providing offline and online consumer insights.
Khatri concluded the session by saying that DOOH is the future of advertising and it is necessary to bring automation into play.
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