Coming to terms with'The Ugly Truth of DOOH -- Interactivity and Engagement'

The Digital OOH (DOOH) medium has grown by leaps and bounds in developed markets like the US and the UK, as well as major emerging markets like China. While large format DOOH advertising has grown selectively in different markets owing to stringent regulatory norms governing this media, the explosion of retail, lifestyle and entertainment sectors has spawned a whole new range of business opportunities for DOOH players.

DOOH media is visibly navigating its way through the Indian OOH labyrinths to emerge as a viable advertising platform. Rapid increase in malls and entertainment centres in the metros and Tier I cities has created a new demand for digital screen networks. As some of the cities unveil their own beautification plans, digital OOH is likely to carve its own niche on the Indian OOH landscape. But, there are key lessons to be learned from the experiences of overseas markets, and the leaders who pioneered the growth of this medium.

Keeping in view this critical dimension of Indian OOH, the 10th Outdoor Advertising Convention (OAC), to be held in Goa on July 4-5, will have a session on'The Ugly Truth of DOOH -- Interactivity and Engagement'. This session will be addressed by Gallen Yip, Research Director, Kinetic Worldwide, Asia Pacific.

Yip has about 10 years of experience working with some of world's most successful business intelligence companies, agencies and their clients. Close to half of his career has been spent in Asia with Kinetic Worldwide. He is a firm believer in doing more to figure out how clients can build a cumulative OOH experience to deliver strong competitive advantage.