‘Shift to audience based monetisation model’

Quividi’s conference themed ‘India, the next DOOH giant?’ had Arijit Chakrabarti, Associate Vice President - National Head - Strategy & Creative - GroupM, hosting a session on ‘Exploring New Business Models.’

 Through his presentation, Arijit established the prominence of Indian OOH industry even during the pandemic and cited the official reports of TGI 2020 and TYNY 2020 to support this.

“However, the potential of Indian OOH will remain untapped without the unification of DOOH media with the digital ecosystem,” Arijit added. According to him, the Indian DOOH industry must adopt standardized unique alphanumeric site identifiers for every digital media so as to streamline programmatic buying and selling and accommodate monitoring. Pointing out to the lack of industry acceptable adex, he proposed the MLM model (Monitoring, Managing Legal Complexities and Measurement). “Monitoring must be executed by a third party to encourage the state of stasis and hence, authenticity in the means of monitoring,” he advised.

Arijit concluded the session by insisting that “DOOH is the rockstar of outdoor advertising industry as a whole” and urged the investors of DOOH assets to shift from a sqft./time to audience based monetisation model.