Digital OOH will see a tremendous growth in the future: Mandeep Malhotra

Speaking on the topic why digital OOH is still a far cry in India at Kerala Talks OOH 2015, Mandeep Malhotra, Founding Partner and CEO of The Social Street stated that DOOH media is a highly beneficial format for advertisers to engage with consumers in a more interactive manner.

"DOOH generates awareness than the paid media formats. It creates maximum awareness and desire for a brand by generating trail for a product and finally converted it into sales. Digital OOH is unfolding in all its resplendence in the developed markets. Powered by new technologies, this medium is delivering both premium quality as well as affordable solutions in specific areas,” explained Mandeep.

According to Mandeep, digital OOH is raising awareness on new product and also reminding people of brands and product that are already existing in the market. DOOH allows consumers to interact at multiple locations with the advertisements displayed on DOOH boards, which usually leads them to make decisions on purchase. "Most of the billboards in India are traditional or static. A long production time is required for these kind of billboards. The clutter levels are also high in this. Moreover the clients are always asking for innovations. DOOH is a part of the larger multiscreen ecosystem that effectively amplifies a brand's message. It has created a deeper level of engagement with on the go consumers,” added Mandeep.

Discussing on the benefits, Mandeep pointed out that DOOH has the ability to host multiple advertisements in the same space. It also involves less production cost, where maintenance is much easier compared to other media. While concluding the session he added, "DOOH space is expected to see a tremendous growth in the future. There is a revival and gradual growth of digital OOH in India as it is clearly targeted, impactful and is delivering excellent recall in this industry.”