What’s the key to building impactful DOOH installations?

Setting the stage for an in-depth discussion on Digital Out-of-Home (DOOH) media, as part of the dynamic DDX Asia Business Conference in Mumbai, Gangasagar Amula, Director at Absen India, delivered an engaging session on the theme, ’10 key factors for installing impactful DOOH media‘.

His session mapped out the essential components and industry best practices that ensure DOOH installations not only maintain structural integrity and long-term value, but also enhance viewer engagement.

In his address, Gangasagar Amula emphasised that DOOH is more than just installing digital screens; it’s about creating an experience. He illustrated this with the example of Starbucks, explaining that the brand is not merely selling coffee, but an immersive customer experience. This principle, he argued, applies to all businesses striving to make an impact through digital displays, regardless of whether they are investing in DOOH as part of a long-term strategy—an ‘infinite game’ or a short-term ‘finite game’ mindset.

Amula stated that for a DOOH media installation to be successful, several factors must be considered. He started with how location is paramount, ensuring maximum visibility and audience engagement. He noted that aesthetic integration is equally crucial, as displays should blend seamlessly with their surroundings while enhancing the environment. Experimenting with structures and shapes of installations is bound to engage better than standard rectangles that line up streets in the country today.

In the same streak, he insisted that engaging customers through captivating content creates an interactive experience that makes them an active part of the display rather than passive viewers. Thinking outside the box with innovative design and execution helps installations stand out.

While achieving these aspects, Amula sincerely urged, structural integrity and safety should remain a priority. He mentioned how one misstep could lead to a setback for the entire industry. Next, highlighting stability as another essential factor, he elaborated that installations must be robust enough to withstand environmental conditions and long-term usage.

Higher brightness levels guarantee clarity and visibility under varying lighting conditions, he said, making content effective even in bright daylight. He further underlined the importance of energy-saving solutions, which not only reduce operational costs but also contribute to sustainability. Maintenance-friendly designs prolong the lifespan of installations, ensuring consistent performance with minimal disruptions.

He closed with total ownership cost (TOC) as the final factor for consideration, divulging how initial investment and long-term operational expenses play a crucial role. Throughout his talk, Amula provided real-world examples and industry insights, reinforcing that impactful DOOH media is a blend of strategic planning, innovative design and technological efficiency. His session left attendees with a clear roadmap for executing high-performing digital installations that enhance customer engagement and brand presence.