Media Planning & Buying

‘We have plans to promote DOOH in a big way’

Atul Shrivastava, Group CEO, Laqshya Media Group, shares his group’s experience with DOOH media in an interview with Rajiv Raghunath. Edited excerpts:

Published

August 18, 2017

M4G Bureau

Laqshya Media Group is one of the first OOH entities in India to foray into the DOOH space. What were the key challenges in running DOOH media assets?

Laqshya started its DOOH journey with smart screens at Hyderabad International Airport. While it is simpler to run the campaigns on digital units, the challenge is the upfront investment, which this medium calls for. Maintenance has a recurring cost, which in any case is applicable for every medium, but slightly higher for digital formats.

Are you planning for any major investments in DOOH media, and where?

Yes, we have serious plans to introduce and promote DOOH within the ambit of government rules and regulations. There are restrictions in the Municipal bye-laws of our focus markets, as far as (DOOH format) open spaces are concerned. However, we have already entered the DOOH segment in the ambient space. To begin with, we started from the Hyderabad Airport and taking it to various Malls, where we have long term concessions.