NEONS OOH Conference: Industry experts on how DOOH still has a long way to go in India
At the NEONS OOH Conference and Awards 2019 panellists discussed what is the next step in DOOH to attract maximum eyeballs
At the NEONS OOH Conference and Awards 2019 an esteemed panel broke down the nuances of digital out of home advertising (DOOH). Sanket Rambhia, MD annd CEO, Xtreme Media moderated and discussed with a six member panel that included Arun Gupta, CEO and founder, MoMagic Technologies; Bhavana Mittal, Regional Head of Media, Digital and Communications, Reckitt Benckiser - South Asia ; Raghu Khanna, Founder and CEO at CashUrDrive; Sarthak Seth, CMO at Panasonic India; Shoumitro Goswami, COO, Vyoma Technologies Pvt Ltd and Vinkoo Chakraborty, Business Head, Rapport India.
Talking about where DOOH stands in the present day Chakraborty said, “Digital as a percentage is current only 3 per cent out of the total OOH media mix. Though the number is not huge we have seen aggressive uptake in the usage of the medium in all our plans that we roll out for our advertisers. We have seen proliferation of digital screen across ambiances especially metro cities.”
Rambhia rolled out some quick numbers measuring the growth of the medium. “DOOH is growing at a pace of 25 per cent CAGR but the base is very small,” he said.
“The medium is not getting the attention it deserves. In India DOOH has to go a long way in the way it is packaged, sold and consumed by brands so the entire ecosystem has to work towards the growth of digital out of home adverts,” added Chakraborty.
Speaking for advertisers Mittal said, “As advertisers most of our spent goes into television. Even when an agency pitches to us OOH comes way later and DOOH is hardly ever pat of the plan. By the time an ad reaches the OOH space the main commercial is already on air. We barely think of DOOH unless it is a place where there is no TV no connectivity.”
The opportunity in DOOH is not being explored said Mittal.
According to Goswami innovation and right use of technology is the key to success of DOOH. “We’ve chosen only transit locations and next we will be seen on toll plazas where numbers are high and t is very measurable. We will sell the audience something unique to the time and space they are sitting in but presently we aren’t using the medium enough. There can be so many interactive inputs in DOOH like QR code scan, regular update of information etc,” said Goswami.
The panel unanimously agreed that DOOH growth is not only dependent on mindset of consumers or agencies. The biggest barrier in the medium is that there is no national regulation. “The moment there is a national regulator everything will be falling into place,” said Chakraborty.
“We should know how to price the medium and innovate. Like for taxi screen which are smaller we have gamified the advertisement and made it interactive so it engages the audience,” said Khanna.
Talking of technology that can be brought into the DOOH space Gupta said, “Since we are the technology providers we are eagerly waiting for DOOH to happen in a big way in India. We do data analytics, user profiling etc and that way we know exactly which audience wants what. Technology is growing we are trying to bring that to the table for DOOH. We are not hoping that the same hoardings will be digital but we want to see new OOH space being created and they would be DOOH.”
“It’s not only about creative it is also about the reach but as soon as you get into digital space the mobile becomes your enemy. Selling of DOOH depends pretty much on prices and ROI. One has to plan that out well to help the growth of DOOH,” said Seth.
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