Digital Display
Mobile is another OOH Screen: Marc- Antoine de Roys
The Global CEO of Kinetic drew a parallel between Mobile & OOH at the FEPE 2019 meet in Dubai
Marc- Antoine de Roys, Global CEO of Kinetic, spoke on the 2nd day of the 60th edition of FEPE International held in Dubai covering the topic ‘Mobile Out of home’. Marc made the point that mobile is not just another partner medium of OOH, but is an OOH medium by itself. Supported by stats, he highlighted the fact that 70% of the time is spent out of home wherein mobile phones are an integral accompaniment, so advertisers need to look at mobiles also as out of home mediums.
He also highlighted that the merger of both OOH and mobile phones can be the way forward for the medium. This he said can be done by combining the outdoor medium with different equipment such as wearable and other utility products.
According to Marc, both OOH and Mobile can have immediacy built into them and bridge the online and offline worlds. The marriage of both can usher in smart data, geo-targeting, dynamic content, innovation and interaction wherein the content can be played on multiple screens, he added.
AUGUST 2025
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