“Quality & ROI should be the top priority in the selection of OOH digital display solutions’

Rohit Chopra, COO, Times OOH, Sanket Rambhia, CEO, Xtreme Media, Varun Agrawal, National Head-Key accounts, Unilumin Group presented individual insights and presentations and engaged in a discussion over making the right choice while buying digital display solutions for OOH. The discussion took place during the Gujarat Talks OOHconference organised by Media4Growth on April 23.

Rohit Chopra set the tone with his insightful presentation. He emphasised the allure of Digital Out-of-Home (DOOH) media, highlighting its ability to offer novel experiences to audiences. From anamorphic displays to 3D effects, Rohit stressed the impact of high-quality media in elevating brand image, especially when positioned in premium locations with top-notch pixels. He also dissected the nuances between standalone and network digital solutions, shedding light on investment justifications and common pain points faced by investors, including manufacturing challenges and quality uncertainties.

Following Rohit, Sanket Rambhia shared his experiences and expertise. Sanket focused on the complexities buyers face, particularly in selecting the right product tailored for Indian conditions. He underscored the importance of considering factors beyond pixel pitch, such as vendor selection, pricing dynamics, and operational costs, to ensure a satisfactory return on investment (ROI). His comprehensive analysis delved into visibility, brightness calibration, and the evolving metrics of digital displays.

Varun Agrawal rounded off the presentations with key insights. Varun navigated through crucial considerations, including IP ratings, brightness levels, operational ease, and desired effects, urging stakeholders to prioritise long-term performance and maintenance consistency.

The subsequent panel discussion, moderated by Rohit, further enriched the discourse. Sanket and Varun shared practical insights and addressed pressing questions from the audience. They debunked myths surrounding LED availability, emphasised the importance of scrutinising specifications, and advocated for credible suppliers to maintain brand integrity.

One of the pivotal topics addressed was the availability of LEDs, often perceived as a bottleneck in the industry. Sanket swiftly dispelled misconceptions, citing a turnaround time of 7-15 days for procurement, while Varun elaborated on the establishment of a stable distribution base to ensure timely supply across India.

As discussions progressed, attention shifted to the thorny issue of price variability and trustworthiness in specifications. Sanket elucidated on the factors contributing to price differentials, emphasising the need for buyers to delve into details beyond surface specifications. Varun echoed this sentiment, stressing the importance of understanding real-time contrasts and brightness levels, advocating for stringent quality checks and certifications.

The panelists also shed light on the evolving payment structures in the industry, with Sanket highlighting the shift towards partial payments and EMI options, signifying a departure from the conventional advance payment norms. Additionally, they navigated the labyrinth of product selection, emphasising the need for contextual decision-making based on weather conditions, geographical factors, and advertising objectives.

Throughout the discussion, the panelists underscored the paramount importance of credibility in supplier-client relationships. Sanket's revelation of establishing a government-certified lab to verify material quality underscored his commitment to maintaining brand integrity. Varun echoed this sentiment, emphasising the significance of reputation and reliability in supplier selection.

The panel discussion not only addressed immediate concerns but also provided strategic insights for industry stakeholders, navigating the ever-evolving landscape of digital display solutions. With a focus on transparency, quality assurance, and informed decision-making, the discourse exemplified a collaborative approach towards driving innovation and excellence in the OOH industry.