Digital OOH will gain significant ground in coming years: Tom Goddard

Speaking on the theme “Outdoor advertising in the digital world on day 2 of the Outdoor Advertising Convention that was held in Mumbai during July 24-25, Tom Goddard, Non-Executive Chairman, Ocean Outdoor, UK, Executive Chairman, Digicom, UK & Vice President (International), FEPE, spoke about how digital OOH can be effectively leveraged for brand advertising, especially on the major highways and junctions.

He reckoned that while the cost of creating Digital OOH media and their maintenance are on the higher side, the inventory if optimised will deliver great results.

Tom said that digital OOH will gain wider acceptance among advertisers as the physical infrastructure grows in the cities. OOH growth across markets are spurred by greater use of digital OOH and mobility. OOH, per se, is growing fast but digital OOH is expected to grow faster, he said.
While digital OOH decorates the streets with its lighting, use of low cost and efficient LED will brighten up the prospects for DOOH.

Statistics reveal that in UK 18-34s spend almost 7 hours out of home each day, but they are connected to mobile. “Indeed so, how can we integrate, how can we innovate – these are the challenges. DOOH is relevant to mobile/online. Digital has driven fragmentation. A google survey says 56% of online display ads are not seen, though the impression is recorded, he said.

Tom further highlighted that bringing in professionalism is the key to growth. Measurement of viewership, consolidation of media ownership, innovation and creativity, new ideas, fresh thinking will all contribute to the growth of the Indian OOH industry, so will social awareness programmes promoted by the medium.

He gave the example of the ad that was created for Women’s Aid – showing a bruised woman – with the caption “LOOK AT ME – DON’T TURN A BLIND EYE. This campaign created a buzz not only for the message that it conveyed but also around the medium.
Hence, he emphasised that – Quality of Assets will generate Quality Advertisers.

He concluded by inviting the audience to the next FEPE Congress that will be held in Istanbul, Turkey during June 1-3, 2016.