2020 to be the year of digital integration in OOH
Programmatic set to transform DOOH & the year ahead will see media buying backed by data and analytics, say industry experts
This year OTT players such as Netflix and Amazon Prime have seen the OOH medium as a good way to publicise their brand and garner more eyeballs. Beauty brand Nykaa also invested highly in OOH for their Pink Friday Sale campaign conceptualised by Laqshya. Even the music playing app, Spotify saw a lot of potency in the medium and had rolled out personalised campaigns when they launched the campaign- 'There’s A Playlist For That'.
However, the main challenges remain the same which are infrastructure and government permissions for DOOH, especially on the roads. Major events like elections, the World Cup and India being hit with an economic slowdown, led to a decline in investing in OOH towards the end of the year. However, OOH players are hopeful as the government is working towards smart city projects like the metros that would amplify the OOH/ DOOH medium and give rise to more inventory for the medium.
As we come close to the end of the year, e4m spoke to experts in the OOH Industry to gather their take on what OOH players need to keep a note of to gear up for the upcoming year 2020.
According to Sujit Banerjee, Director & CEO, Ecosys OOH, A Publicis Media Company, Programmatic will gradually transform DOOH into the lead medium instead of just a support medium. Banerjee believes, “The asset owners will make investments in making iconic display opportunities to play ephemeral content since search and social media are becoming more expensive. This provides an opportunity for the brands to participate in a cost-effective and democratic platform wherein innovation will play the key differentiator. Therefore this platform provides tremendous ROAS (Return on Ad Spends).”
Sanjeev Goyle, CEO, Rural & OOH, IPG Mediabrands India says, “With the tender costs and taxes across key markets and formats going up, the ability of brands to absorb the same is going to be questionable and hence may impact the overall industry adversely.”
Goyle added, “The use of technology & DOOH will surely see an increase in the near future.”
Lastly, Gour Gupta, CEO, The Max and Managing Director, Tribes Group signed off saying, “Media buying was always 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.”
Taking note of Programmatic data, digital integration and being hyper-local with geo-targeting a particular area will ensure that OOH agencies will be a game-changer in the year 2020.
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