OOH game changers for 2020
If 2019 was an eventful year for OOH, 2020 is poised to be even bigger. All eyes are on these industry bigwigs who are set to make it happen
The year 2019 has been an action-packed one for the outdoor industry with the growth of DOOH, mobile complementing OOH and the OTT boom. From the looks of it, 2020 is all set to get even bigger. The movers and shakers of the OOH world have helped the industry grow by leveraging the opportunities that presented themselves in the year that went by. This year, too, we have a long list of people to watch out for. We have picked a few names who are expected to lead major developments in the upcoming year. The list is not in any particular order.
Selvel One is India’s leading “on the move communication specialist” focusing on location intelligence and targeted interaction with consumers. From DOOH, Pole Kiosks, Transit advertising, billboards to bus shelters, gantries, traffic lights, the agency has OOH solutions for every environment. For the year 2020, industry can’t wait to see what Selvel One has in store.
A veteran in the Out of Home industry, Pramod Bhandula, Executive Chairman of JCDecaux India has a strong experience of 35 years. Measurability is one of the biggest concern when it comes to outdoor advertising. In an interview earlier, Bhandula told us that the company is on the verge of launching a measurement tool for the industry. The OOH industry will be waiting to witness how JCDecaux plans to launch it in India in 2020.
Alok Jalan, MD – Laqshya Media Group will certainly be someone to watch out for in 2020. Under him, Laqshya has recently launched internal tools and processes that play a key role in company’s growth strategy. The company has an in-house advanced planning tool ‘SHARP’ (Strategic Hyperlocal AI-powered Reach Planner) through which, one can do precise targeting from physical data acquired from sensors, layered mobile data (GPS/GPRS based monitoring of campaign execution) and a third digital layer of data from Google Maps and various other applications. As MD, he plans to reach the revenue target of Rs 2,000 crore by 2022.
CEO, The Max and Managing Director, Tribes Group told us in an interview that Media buying will be the key to success for any OOH player. 2020 will see ‘intelligent buying’ backed by data, digital integration and analytics) as a trend that will separate boys from men. Let’s see what else he has in store for Tribes in the year ahead.
Rachana Lokhande and Charanjeet Singh Arora
The Co-CEOs of Kinetic India extensively spoke about the disruptions and the interventions to strengthen their existing operations in an interaction with us earlier. They spoke about the popular global trends fast seeping into the Indian market, like mobile complementing OOH in terms of media as well as data. Under their co-partnership, Kinetic India saw a hike in revenue growth. It will be interesting to see how the duo plans to disrupt the OOH sector in 2020.
Haresh Nayak, Group MD, Posterscope Group South Asia & Regional Director, Asia Pacific shared with us that reinvention has helped the agency grow year-on-year. He stated, “As Dentsu Aegis Network, we have three-to-four OOH agencies in the network and a 35 per cent market share in the organized trade. It is about not only the scale but also the depth we bring to the business and our own responsibility to add to the industry itself.” Within the Dentsu Network, they have 24 brands out of which 7 brands are under Nayak. Under his leadership, Posterscope is poised for further growth even in 2020.
Milestone Brandcom started its journey in the year 2009 and it has been in the business for almost 10 years. Bhattacharyya, CEO, Managing Director, Milestone Brandcom heads the agency with pride. We had a clear focus and intent to make a difference and grew in 2-3 years as the No.1 agency in the country", remarked Bhattacharyya in an interview with us earlier. The industry looks forward to see how Bhattacharyya reaches his goal in 2020.
“We are investing in technology-driven tools to gauge ROI and enable monitoring to bring in transparency into the domain. We are confident of rolling out these services for our clients,” Chatterjee, managing partner, Signpost told us. The industry is looking forward to the latest development.
Founded in 2017 by Bhirani, Eyetalk Media Ventures is one of the fastest-growing DOOH companies of the country. In the last 3 years, Eyetalk has grown at a rapid pace consolidating key urban ecosystems with its content-driven DOOH Networks. With over 1000 live displays backed by in-house state of the art technology, Eyetalk reaches an unparalleled 2 Million Urban Indians daily across 7 metros at a click of a button.
India's Programmatic first DOOH network, Eyetalk is looking to consolidate 30-35 % DOOH market share in India which is expected to be driven by programmatic to grow by 35-40% YOY resulting to be the main growth driver for OOH in the media pie.
Proactive had expanded their portfolio by bagging exclusive bus media rights in India, we can’t wait to see what proactive has in store for the year 2020.
Sanjeev Goyle, CEO – IPG Mediabrands, who handles rural and OOH operations, has a tremendous amount of expertise in marketing. Entrusted with pan-India responsibility, Goyle comes with an impressive work portfolio, comprising work done both in rural and urban markets. Some of the new business wins include Air Asia, HDFC, Larsen and Toubro Realty, ACC, Spotify, MG Motors and several others. Goyle is currently exploring new different creatives for the DOOH space, and the industry is curious to know what’s new in store.
Banerjee, who has been associated with Ecosys since 2015, was earlier the Vice President of Posterscope Group. Last year, Publicis Media acquired 100 per cent stakes in out of home agency Ecosys. It will be interesting to see how Ecosys and Publicis work in tandem. The deal will help Publicis strengthen its position in the fast-growing OOH segment in India, which is expected to reach Rs 4,250 crore by 2021.
“Growth is one part we are looking forward too and it is the most important part. The most important thing is the client and to see that our clients are happy more than monetary benefits. Because of which we have been able to retain clients for a long period of time. Even within the clients, not all clients are AOR. Even those who are not AOR even those clients want us to take the larger share of the pie because of the services we provide. The basics need to be done right and we keep on innovating and coming up with fresh ideas that really keep the client and the agency going," Sanyal , CEO, Platinum Communications in a conversation with us told when asked about their plan for 2020.
G Sharath Chandra
Times OOH is one of the oldest players in the outdoor advertising industry. The agency plans to bring disruptions in DOOH by using improved technology, accessibility and infrastructure. It will be interesting to see how Chandra, President, Times OOH plans to bring disruptions to the OOH space in 2020.
Pratap Bose and Mandeep Malhotra
Malhotra in an interaction with us told us about The Social Street's plans going forward in the OOH space. He said, “We are getting a lot of new talent in. I don’t see any reason why OOH won’t grow in the next two years. Therefore, we want to be rightly armed with good talent and ideas for our client base.” It seems like in 2020, we may get to hear many important announcements from The Social Street.
Pioneer Publicity plans to offer value, time-defying technology and comprehensive support in tune with combating forthcoming challenges. The agency plans to set a paradigm in quality and service in OOH industry. Dinesh, being director of the agency is responsible to bring creativity to the table.
CEO of one of the leading outdoor advertising company in South India, Prakash Arts is associated with many top brands in the business. It will be interesting to see, how they plan to become a game changer in 2020.
Founded in the year 2017, Lemma is the first company in India to have introduced Programmatic DOOH. Gulab Patil, Founder and CEO of Lemma, envisions to create an ecosystem wherein Digital Signages can be easily integrated into the larger digital media spectrum. In an effort to realize this vision, Lemma is creating programmatic ready screens along with simultaneous integration with the digital AdTech platforms, the likes of MediaMath, GoogleDV360, Verizon Media DSP and others. This essentially translates into an opportunity for media owners to be connected to and have access to multiple digital advertisers, a missing link in the current scenario. Currently, Lemma has over 15,000 programmatic ready screens in India and has also expanded into countries like Indonesia, Malaysia and Australia.
TDI is the pioneer of organized airport advertising in India and has the largest network of outdoor advertising inventory in the country. TDI has exclusive advertising rights across 4 airports and 103 Delhi Metro Stations and inside train branding & train wraps on 39 metro trains across Delhi NCR in India. The year 2019 saw a lot of transit advertising done on airports. It will be interesting to see how Bajaj, Managing Director oversees the overall execution of operations at TDI and plans the company's long-term growth strategy.
Jagran Engage is one of India’s leading OOH players and has successfully ramped up media properties across the country since its inception. Its latest acquisition is the Lucknow Metro Rail Corporation (LMRC), which gives it tremendous clout in the burgeoning UP market. As a proactive media owner the organisation is looking to expand aggressively in the coming year. It will be interesting to see how Bansal will leverage this opportunity.
Sanil Jain & Sidharth Singh
The Co-founders of OOH advertising company CupShup aim to re-define the way brands communicate with their target audience through Paper Cup branding. CupShup aims to convert tea breaks into discussion joints for brands by advertising on paper cups. They are a boot-strapped company launched 5 years ago. CupShup clocked a revenue of Rs 4.5 crore in the last fiscal year and is expecting to touch Rs 12 crore revenue this year. Apart from scaling up their creatives services portfolio aggressively, CupShup is also looking at launching a new digital product in 2020, which will aim at revolutionising the way digital marketing is done in India. CupShup has successfully executed campaigns for over 150 brands including Amazon, Uber, Ola, Unilever, SBI, Kotak, ICICI, Swiggy, Dunzo, HotStar, Marico, Coke, Zomato, OYO Rooms, Grofers, Pocket Aces, Viacom, TVF, ZEE.
Owner of Capital Group, Bhojwani has been instrument in the overall growth of the company. It will be interesting to see how he plans to make his next strategy for OOH.
Shashi Kumar Chaudhary
Managing Director of Century OOH, Patna has been a leading OOH player in Patna, Bihar. They have been actively spreading their horizon in different formats. Industry is all game to see what Kumar has in store for 2020.
Outreach aims at bringing about positive change in the way outdoor advertising has taken place in this region. With a young leadership and an enthusiastic and energetic team, Outreach promises to offer an out of this world experience in the out of home industry. It will be interesting to see how they plan to become a game changer in 2020.
Khushi Advertising is an undisputed leader in offering ad inventory of multiplex chains to clients & agencies in India. As CEO of the firm, Vishnu will help in garnering hefty ad revenues from onscreen advertising, branding and activations. All eyes are set on him as he is set to deftly skipper Khushi Advertising yet again in 2020.
With a vision to set a benchmark and an example for the advertising industry, eg. communications was started by Praveen Kumar Gupta in 1998, who has an extensive experience of more than 32 years in the field of advertising and print media. In a recent development, DMRC has allowed train wraps for the first time, and eg. Communications was trusted with an exclusive contract for the same, for 10 years (2014-2024) for line 2,3 & 4, (2016-2026) for line 5 & 6 and (2018-2027) for Line 8. The outdoor industry is curious to know how the agency under Gupta will bring in more creativity and grab more eyeballs in the coming year.
OOH media-owning firm Hindustan Publicity has enhanced its bouquet of media formats by bagging the exclusive media rights on street furniture in South Delhi Municipal Corporation’s (SDMC) Central Zone, a premium zone of the Capital city. The OOH firm has won the rights on 4,878 sq.ft of advertising space till 2025. In the past, the agency had worked with DMRC and other government properties as well. In the year 2020, Vasudeva is expected to expand the agencies reach.
The founder and CEO of Locad bagged Lok Sabha Election Campaign 2019 Pan India OOH Monitoring & Planning for BJP, Bagged multiple State Election Campaigns for Monitoring & Planning for BJP ( including the current Delhi State Elections 2019), has added several agencies, brands and media owners on our platform, rolled out Programmatic DOOH & CMS Network of 3500+ Screens across 9 states and 18 cities in India and International roll out across Australia and Indonesia. Locad has reached the 3 million OOH audit milestone. And for 2020, he has big plans for DOOH to be rolled out.
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