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Home » Digital OOH » ‘Even a modest increase in DOOH screens will lead to a burgeoning pDOOH industry’

‘Even a modest increase in DOOH screens will lead to a burgeoning pDOOH industry’

By M4G Bureau - April 13, 2023

“Working with numerous brands and launching over 500+ programmatic DOOH campaigns has proven that this is a reality, that it has been tested,” asserts Gulab Patil, Founder & CEO, Lemma in an interview with Rajiv Raghunath.

Gulab Patil, CEO, LemmaAs DOOH networks grow in the India markets, are you seeing a growing market opportunity for pDOOH here?

The growth of programmatic DOOH is directly linked to the proliferation of screens across India. A DOOH screen is essential for the implementation of programmatic and the delivery of effective and measurable campaigns. Accordingly, even a modest increase in DOOH screens will lead to a burgeoning pDOOH industry. The incorporation of DOOH screens into the digital ecosystem is also crucial to the rapid growth of pDOOH in India and elsewhere. Due to the fact that digital marketing agencies now prioritise DOOH as a digital channel, the industry has seen an uptick in spending.

There is a prevailing that pDOOH solutions being offered to the industry in India are not truly programmatic. What is your view on this?

Those working in traditional out-of-home media (OOH) believe programmatic DOOH is a long way off, while those working in digital are using it to carry out campaigns as part of the digital mix. Working with numerous brands and launching over 500+ programmatic DOOH campaigns has proven that this is a reality, that it has been tested, and that it is ready to advance to the next level with enhanced targeting, measurable results, and more. 

In order to be fully programmatic, the pDOOH solutions in India must be fully automated, addressable, data-driven, and interoperable with global demand-side platforms. You should do your homework and investigate the details of the solutions being offered to make sure they're suitable for your situation.

What factors are facilitating or inhibiting Indian DOOH media owners from participating on SSP platforms?

Factors facilitating the growth: 

  • More Demand: Media owners are seeing an increase in demand for their inventory as more marketers look to reach audiences through DOOH advertising and turn to SSPs to help them better monetize it. 
  • Increased Transparency: SSPs provide increased transparency and control over ad placements, which can be appealing to media owners who want to ensure their inventory is sold at fair market value. 
  • Improved Targeting Capabilities: SSPs can provide improved targeting capabilities, allowing media owners to attract more brands and, ultimately, increase revenue. 
  • Access to New Demand Sources: By collaborating with SSPs, DOOH media owners can gain access to new demand sources, such as programmatic buyers, that they might not have been able to reach otherwise. 

Factors such as a fragmented market, a lack of awareness, concerns about control, technical barriers, the regulatory environment, and so on could all act as roadblocks to pDOOH adoption.

How would you assess your engagement with specialist agencies in India on the pDOOH front?

Specialised DOOH agencies have a slow time of it getting accepted. I've already mentioned that traditional agencies will take some time to adopt and use this, but I can assure you that digital agencies are eager to do so. They are already actively including pDOOH in their media planning, suggesting it to clients, and frequently putting it to use in campaigns. Our intent is to inspire more companies to test out pDOOH and learn how effective large format ads can be in achieving their business aims. 

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