Alok Jalan’s insights on DOOH industry growth

Alok Jalan, the founder and managing director of Laqshya Media, shared his insights on the evolution and future of the Indian Out-of-Home (OOH) advertising industry. Reflecting on Laqshya Media’s journey since its inception in 1997, Alok described it as fulfilling and rewarding, exceeding initial expectations. He highlighted the significant transformation in OOH, from hand-printed billboards to the growing prominence of Digital Out-of-Home (DOOH), which now holds a double-digit share of the total OOH ad spend in India. Alok anticipates this share will continue to rise, potentially reaching up to 90% depending on technological advancements and government support. 

Alok noted the increasing interest from new-age brands and even traditional sectors in OOH, driven by the medium’s high visibility and ability to connect with today’s mobile audiences. While acknowledging that some advertisers prefer static displays for large-format sites, he sees a future where DOOH dominates, offering flexibility, higher reach, and quality creative opportunities. He also touched upon the early stages of programmatic DOOH in India, suggesting it will gain more traction as measurability and availability improve. 

Looking ahead, Alok emphasized the importance of adding value to the OOH industry to increase its share in overall media spending. His message to media buyers, owners, and advertisers was to work together with passion and prioritize client interests to drive growth and demonstrate the real ROI of OOH. He believes that by collectively focusing on innovation and effectiveness, the Indian OOH industry can achieve significant expansion in the coming years.