Indian OOH industry must take lead in Programmatic, urges Mathew Dearden
By Pray Jani - July 29, 2019
Independent Global OOH Consultant urged the Indian OOH industry to lead in matters that have been missing in the DOOH space worldwide
Day 2 of the 15th edition of Outdoor Advertising Convention 2019, began with the presentation by Mathew Dearden, Independent Global OOH Consultant, UK on ‘Global OOH Trends- key takeaways for India held in Mumbai.
Mathew stated that the OOH advertising is the fastest growing offline medium and with data, the media owners can sell efficiently allocated billboards, at a higher price by adding the desired impact to the campaign. Further talking about Digital OOH, Mathew emphasised on culture and location that makes a significant impact on the selling of digital outdoor sites.
His talk focused on the programmatic advertising model, suggesting that the technology has become the heart of innovation and already stated to function. He also went on to explore the means and methods to leverage the best out of DOOH where he highlighted that inventory management and content management are two opportunities to garner the essence of DOOH. And most essentially, on a digital platform, the biggest advantage is the possibility of dynamic creative forged to engage with the audience.
Lastly, for the Indian OOH industry, Matthew urged the industry to lead in matters that have been missing in the DOOH space worldwide, namely the association between cell phone devices with the OOH media. “This amalgamation has immense possibilities and India, having recently entered the digital space should try their hands on the targeting method”, summed up Mathew.
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