Gallen Yip unravels the'ugly truths' of DOOH growth

Digital OOH works when it is useful, entertaining, charming and playful. Referring to the potentials of DOOH in the Indian market, Gallen Yip, Research Director, Kinetic Worldwide, Asia Pacific, said in his presentation on'The Ugly Truth—DOOH, Interactivity and Engagement' that the medium is at an inflection point. To support his viewpoint, he pointed out that the PWC's report'Global Entertainment & Media Outlook' has projected 32.9% CAGR for DOOH in the Indian market.

Yip identified a gamut of growth drivers for DOOH, such as, expansion of transit infrastructure, personalised device engagement, use of programmed networks, improved performance standards, rise of e-commerce, technology improvements, internet of things, and of course, imagination.

In underlining the DOOH potentials, Yip talked about four'ugly truths' - Pixel (DOOH) is not built to replace paste (traditional OOH); true engagement is less about'best-in-class interesting features and more about empowered experience; think like a Goliath, act like David when it comes to measurement; and superficial demographic boxes will soon evolve into collective mindset of experiences, values and interactivity.