‘DOOH will spur OOH growth in India’

Digital OOH will play a catalytic role in accelerating Indian OOH industry growth. The panelists addressing a session on the issues and opportunities related to digital OOH (DOOH) media at the FICCI-FRAMES organised in Mumbai on March 7 stated emphatically that DOOH will progressively drive OOH advertising in the country.  

Suresh Balakrishna, CEO – South Asia and Middle East, Kinetic India, in his presentation focused upon the opportunity for brands to integrate digital OOH and mobile to drive sales. He asserted that DOOH is making OOH more effective, and cited how the media will play a key role in smart city development. Suresh also referred to the growth of DOOH in UK, German and Italian markets. Pertinent to note that OOH share in China increased from 4.2% to 6.1% because of DOOH. Shanghai Municipal Corp saw a 72% increase in revenues in 4 years following the DOOH growth.

Pramod Bhandula, Executive Chairman, JCDecaux India, pointed out that DOOH expansion will have to be complemented with smart targeting and smart planning. He also cited how the medium could serve multiple purposes that include display of temperative and weather forecasts, apart from running live feeds.

Nidhi Choudhary, Dy Commissioner, MCGM, spoke about the draft policy on digital OOH that will be introduced soon.

The panel discussion was moderated by Indrajit Sen of IOAA and was also addressed by Jahan Mehta from Selvel One and Mukesh Manik of Encyclomedia.