OOH will complement digital and boost its growth: Sanjeev Goyle
By VJ Media Bureau - June 18, 2016
Presenting the most futuristic session,"Planner's Purse 2025â€ on Day 1 at OAC 2016, Sanjeev Goyle, CEO - OOH & Rural, IPG Mediabrands explained that OOH is lagging behind as the industry has failed to keep pace with evolving nature of brands as well as consumers.
"In the US, both digital and outdoor grew in the last 5 years while other media have not. Interestingly, unlike digital, OOH has the advantage of being immune to blocking. It's high time that we explore maximum opportunity of OOH," Goyle added. Discussing on suggestions to maximize its growth, he emphasized on adopting data science and embracing technology. "By 2015, OOH should be a preferred medium only if we innovate wisely and bridge the gap between OOH and digital," concluded Goyle.