By: M4G Bureau
Last updated : July 01, 2021 8:38 am
The session ‘Exploring New Business Models’, as part of the Quividi India conference, had Laetitia Lim, CEO - Quividi, moderating the discussion between Noomi Mehta, Chairman Of The Board - Selvel One Group; and Franck Vidal, APAC Head - Adcity, on new DOOH monetisation models.
Laetitia Lim, CEO, Quividi, moderated the session, with Noomi Mehta - Chairman of the Board, Selvel One Group, and Franck Vidal - APAC Head, Adcity, participating in the discussion on exploring new models for monetising data and leveraging technology to win back client trust.
Laetitia set the tone for the discussion by emphasising on a 360 degree approach to data with real time analytics that can bring about higher ROI. Expanding on the thought, particularly in relation to the Indian context, Noomi, said, “In India we definitely need to invest in data and in numbers to justify what we are giving to the clients. If we have to learn the numbers game, we need to leapfrog technologies and get the latest and best ones available.
Franck agreed on the need for media owners to embrace the ongoing digital transformation. “Progressively we need to align outdoor with the online channels and the digital eco system.
With the right data systems and tools we can quantify and qualify campaign outcomes and measure footfall attributions through real time location data and audience measurement,” he said.
Laetitia and Franck both agreed on the efficacy of pricing models like guaranteed impression and shared some global examples to demonstrate it . The discussion then centered around the benefits offered by programmatic DOOH and the challenges faced in markets like India in adopting programmatic, and listed out ways to move ahead.