DOOH connects with people on the move: Rajan Mehta

Speaking on the’Do’s and Dont’s in Digital OOH in India’, Rajan Mehta, Founder and CEO, Live Media, asserted that “with the changing global scenario, when people spend their most of the time out-of-home, DOOH can plays its part in helping brands reach out to their TG.

In terms of solutions, he cited Digital Billboards and Indoor LCD TV screens as two formats that have developed. In the Indian context, the current status shows the existence of 4-5 organised players working in the DOOH arena. For addressing the captive audience the screens are mainly installed inside cafes and restaurants, retail outlets, corporate offices, transit vehicles, educational hubs, etc.

While referring to how the attention of the consumers should be grabbed, he directed attention on “entertain and educate. He noted the following as key factors driving DOOH:

• Precise TG of Desired Segment

• Contextual Environment

• Reach and Frequency

• Marketing

• Integration

What works for DOOH?

• Captivity

• Content

• Classification

“For the DOOH, to be impactful, screens should be located at the eye level, short creative is to be used and location should be selected judiciously, he said.