Programmatic DOOH (pDOOH) – automated buying and delivery of DOOH advertising impressions based on predetermined parameters – could potentially revolutionise Indian OOH in the near future with proven advantages for advertisers and media operators alike.

Mike Cooper, Global President & Chief Revenue Officer of US-based Adomni, a leading programmatic DOOH advertising planning and buying platform having 500,000 connected DOOH screens around the world, is one of the powerful industry voices evangelising the adoption of pDOOH across geographical markets. In an interview with Media4Growth, Mike observed that pDOOH is “coming into its own on a global scale but like with any medium, certain markets are slower than others. But what we find is, as soon as the main media owners start to invest in it everybody else follows along.”

Mike Cooper will be addressing the upcoming Outdoor Advertising Convention (OAC) that will be organised on August 17-18 at The Westin Mumbai Powai Lake (what was earlier Renaissance Mumbai Convention Centre). In his address on the theme ‘‘What are the success factors for pDOOH in India markets’’, Mike will share his perspectives on the key pDOOH trends worldwide, how Asian markets have ushered in pDOOH, and the pre-conditions for pDOOH to attain great success in the India markets.

Prior to his current role in Adomni, Mike served as CEO of Enhance Outdoor. He was for 8 years the global CEO of OOH specialist Rapport Worldwide, taking it from annual billings of $85 million in two countries to nearly $1 billion across 18 countries. He sits on the ‘Executive Board’ of Geopath.