Media Planning & Buying

Digital OOH will drive the consumption of this platform

Raman Kalra, Partner, Entertainment & Media Sector, PwC India laid the founding session of ‘How emerging media consumption patterns impact OOH’ at the 13th edition of Outdoor Advertising Convention (OAC), 2017

Published

July 28, 2017

Nabamita Chatterjee

At the founding session of the 13th edition of Outdoor Advertising Convention (OAC), 2017, Raman Kalra, Partner, Entertainment & Media Sector, PwC India, talked about How emerging media consumption patterns impact OOH’.

Kalra while addressing the session took reference from the PwC Global E&M Outlook 2017-2021 which shows that the out-of-home industry is poised to grow at the rate of 8% in India. The main channel which will drive the growth is the Digital OOH solutions.

Raman Kalra mentions, “It is of utmost importance to have relevant content for the digital media. Today most of the brand’s TG is always at move, they are young, restless, impulsive and mobile, thus we need to understand ‘the art of possible’ each time when we are trying to communicate with them through any media format. Going digital at right time, right place and addressing the conducive changes happening around is the key to digital means. Interactive advertisements are needed to build up immersive customer experiences. User engagement through transactional media formats are an important aspect of marketing and media agencies. Lastly, monetizing it with correct channels will lead to development of this industry.”