e4m NEONS OOH Conference to be marked with insightful panel discussions
With just a month away for the 10th edition of the e4m NEONS OOH Conference and Awards, we take a look at the insightful discussions that took place last year
The NEONS OOH Awards will be held on March 12 and 13 at Taj Santacruz, Mumbai. The OOH conference aims to seek solutions to overcome the challenges when it comes to OOH advertising and the various emerging trends to stay ahead of the game.
Ahead of the 10th edition of the e4m NEONS OOH Conference and Awards, we take a look at some of the insightful panel discussions that took place during the last edition. One such panel discussion had industry experts discussing how DOOH still has a long way to go in India.
At the 9th edition of NEONS OOH Conference and Awards 2019, an esteemed panel broke down the nuances of digital out of home advertising (DOOH). The panel was moderated by Sanket Rambhia, MD and CEO, Xtreme Media. Others on the panel were 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.
They spoke about where the DOOH space stands in the present day. Chakraborty had said, “Digital as a percentage is current only 3 per cent of the total OOH media mix. Though the number is not huge we have seen an aggressive uptake in the usage of the medium in all our plans that we roll out for our advertisers. We have seen a proliferation of digital screens across ambiances, especially metro cities.”
Rambhia had 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 had remarked.
Goswami had shared that innovation and the right use of technology is the key to success of DOOH.
The panel had unanimously agreed that DOOH’s growth is not dependent on the mindset of consumers or agencies and the biggest barrier in the medium was that there was no national regulation.
The experts also spoke about technology that can be brought into the DOOH space. “Since we are the technology providers we are eagerly waiting for DOOH to happen in a big way in India. We do data analytics and user profiling and we know exactly which audience wants what. Technology is growing and 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,” Gupta had shared.
This year, too, we have insightful panel discussions that will cover the challenges of the OOH space and how industry stakeholders can tackle them. Watch out this space to get more updates on NEONS OOH Conference & Awards 2020.
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