‘We need to build merit for DOOH’

That DOOH screens are more visible on the streets is not enough to believe that DOOH media is really arrived on the scene. A lot more needs to go into ensuring the success of DOOH advertising, such as, compelling content that is interactive and immersive. Vikas Nowal, Country Head & Co-Founder, Interspace Communications shares his perspectives on the current trajectory of DOOH media business in India and the way forward for making this medium a great space for advertising. Edited excerpts:

Traffic facing large format DOOH

“Firstly, the digital OOH ecosystem has been there for some time, but it has gotten a lot more attention in the last year and a half or so. Reason being that OOH is known as ‘big, bold, and beautiful’.

“Currently, the visuals on the digital screens are not compelling enough, it has to be interactive and must provide a ‘wow’ factor. We need to build merit for digital OOH media, such IT is considered as an extension of digital marketing. Else, DOOH will simply eat into the overall OOH budget for brands.”

“Clients do want to hop onto the DOOH bandwagon, but they are unsure of how to get value out of the medium. And when they see that the cost is high, they tend to be apprehensive of opting for the medium. In Mumbai, for instance, if a campaign has been executed on some 40 sites, may be 1-2 sites at the most will be digital OOH assets.”

Conventional large format vs. traffic facing DOOH

“Currently, they are competing. An OOH campaign must have two aspects – first, that needs to be informative and appealing, and second, it should be interactive and engaging. Today, both formats are eating into each other’s businesses.

Media buying patterns

“DOOH media is mainly available in megapolises like Mumbai, Delhi and perhaps Bengaluru. Until it becomes a ‘universal media’ there won’t be a shift in media buying because you can’t make a separate buying strategy for something that makes up only about 5% of your media budget.”

On impressions-driven media

“First, we need to study developed OOH markets like New York, London, Munich on how DOOH is used there. Because of the permanence of the location, it is easy sell slots/ads at JVPD junction, WEH/EEH or any other high-traffic areas, but the day we start to see digital assets at areas such as JJ flyover, Malad, or SV Road, we can conclude that DOOH is being adopted in this market.”