‘Audience data is key to DOOH success’

Selvel One Group is among the first movers in India’s roadside DOOH segment, with prominent DOOH assets in key parts of Kolkata. Jahan Mehta, Director, Selvel One Group shares his viewpoints on the success factors for DOOH. Edited excerpts:

DOOH media assets vs. conventional media assets

“Advertisers are keen to get audience data and other insights for this medium since it is new. Before installing a DOOH screen we need to assess the dwell time as that is a crucial component of DOOH media. After that, we monitor our investments like we do for all others.”

Brand response to DOOH options

“They are excited by the flexibility and the option to change the messaging at the press of a button. The extra eyeballs that they get due to movement and motion is a big draw as well.”

Challenges in putting up the best quality digital display screens

“There aren’t any challenges apart from the capital outlay compared to traditional OOH.  Some of the other technological advantages like automated / programmatic DOOH campaigns will take place once we have critical mass for a supply side portal.”

Protection of traffic facing DOOH assets

“We take extra care when it comes to the electrical points, structural stability, etc. and of course getting the same insured.”

Advertising norms

“Yes, I think it’s a welcome change, and it makes the city feel dynamic and cutting edge.”