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DOOH display market is growing, quality consciousness is vitally important

By Pray Jani - August 23, 2021

Niyati Kakkar, Director, Jona LED shares with Media4Growth insights on the changing demand dynamics of Indian DOOH market.

Niyati Kakkar, Director, Jona LED Changing DOOH market

Only two years ago, the nature of DOOH was different, with set standards of digital OOH media for various uses. Since then, with the inception of better technology, greater understanding of the media and acceptance of digital among brands, the scenario has changed.

To draw a comparison, earlier, when it came to outdoors, screens of P7 to P10 were used. It was seen that P10 screens, that had LED bulbs placed wider apart, showed better visibility from a distance. Simultaneously, P4 and P5 screens were placed inside malls, airports, and other controlled spaces. Explaining this, Niyati Kakkar, Director, Jona LED, says, “We get orders for P1.5 and P2.5 for controlled environments like malls and the media buyers are considering P4 and P5 options in outdoors. P10 screens are seen today as digital signage only by small-scale stores who want one colour running such as their logo.” The demand for screen sizes has also seen a shift. Manufacturers see a demand for screens sizes ranging from a 1,000 sq. ft. media to as small as a 2-3 sq. ft. media. This is due to the fact that many new sectors have started to purchase LED screens.”

Wider acceptance of DOOH

According to Niyati, there has been a wider acceptance of digital OOH medium for brand communication. People are moving to digital OOH media for store signage as in-store communication is turning digital, and it is also leaving footprints in other sectors. Hospitals, small-scale retail shops and even street vendors are employing digital media. Niyati says, “This digital penetration has given first-hand experience to some brands. They are also finding it necessary to stay innovative in their communication in order to be heard. Digital turns out to be the best available option considering all the innovative prospects at its disposal.”

Educating new sectors

As the DOOH industry prepares to host these new sectors, it becomes important to educate them on the dynamics of the digital ad space. Speaking about Jona LED’s initiatives in this regard, Niyati informs that the company hosts regular workshops to discuss DOOH display solution technology for media buyers. “These offline workshops are to inform our buyers about the components of digital OOH solutions. We discuss the innovative capabilities, the technical hardware and software functions among other things,” says Niyati.

There are also other areas of concern in the DOOH display solutions space that Jona LED is trying to address. Niyati explains, “At present, when LED bulbs of a certain company like Nationstar or Thin Light are ordered, there is no way of telling whether you have received the bulbs of the right brand unless it is sent to a laboratory. These lamps are very expensive owing to the exceptional quality they deliver. We at Jona LED are setting up a lab that is authorised to test and do branding certification for lamps.”

Niyati also adds that the industry does not understand the implications of purchasing cut-price products. “Products that are lower in price turn out to have higher maintenance cost. What happens with the discounted products is that some of the components like the cooling fan are removed. A display that would require four fans will have only one fan when purchased at such costs. This will compromise the health of the display, which will increase the downtime.”

The DOOH display solution is already a competitive space and any price variations will impact the overall health of the screen. And this is one of the challenges that companies like Jona LED are trying to address.

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