Creativity at DOOH is essential to draw brands to invest

Rosh Singh, Director of Digital Innovation & Head of Kinetic Active & KineticX, UK throws light on

‘How DOOH can pull more brands to the outdoor’ on day II of OAC 2017.

Rosh clearly pointed that DOOH is what is going to contribute to the growth of the industry. But while doing so, it is imperative to take into account that there is going to be constant evolution, with huge street boards, smart streets and interactive screens.

In UK, the DOOH is expected to grow to 43% by 2017 from the base year of 2008.In 2008 there were 2016 DOOH in UK and in 2014 it went to 6181 and in 2017 – 17356 and this is expected to touch 50000 by 2021.

Rosh said, “Creativity is what will bring more brands to outdoor”. The four areas that by which it can grow are: Linear-Dynamic-Interactive-Experiential. 

“These can be triggered by Data Mining, and we need to realise that it can be teamed with Internet and less as a poster. We also need to ensure that it stays as contextual in the market and using data feeds to pull content on the screen is vital.”

Some of the things that need to be done is up-skill your sales team so that they can effectively sell by the knowledge of a creative execution keeping the above pointers to integrate with their selling.