By: Ria Banerjee
Last updated : January 13, 2020 10:20 am
Around 600 programmatic digital out of home screens are seen to be playing daily in approx. 200 cafes, 100 fine dining restaurants and lounge bars across Delhi, Mumbai, Pune, Bangalore & Kolkata
This asset enables the digital media buyers to define the audience profile, the ambiance in which the ads should play and other prerequisites that accompany with the campaign, such as time, weather forecasts etc.
Brands from sectors such as leisure, travel, industry events, OTT, film launches, lifestyle products, banks are the advertisers for the new format.
"Traditional OOH advertising has become a challenge and requires a lot of human-efforts for implementation which is not the case with DOOH. In India traditional OOH is unorganised and the local municipal bodies are trying to streamline it. In many cities traditional OOH is becoming unauthorised due to changes in policies. Traditional OOH has influence of unauthorised installations. There is severe lack of uniform policies in India. DOOH allows to monitor, track, modify, manage, and display content at your own discretion and in real-time as well. DOOH advertising is aptly suitable as such media satisfies these demands with greater effectiveness and efficiency. And it is not possible with traditional OOH offline advertising", he adds.