“Format standardization, fair media pricing, workforce development, first party data application key to pDOOH growth in India”
By M4G Office – March 17, 2022
Dipankar Sanyal, CEO, Platinum OOH, Vinkoo Chakraborty, Business Leader, Rapport, Gulab Patil, CEO, Lemma, and Syed Haseeb Arfath, Chief Technology Officer, Signpost India presented the key factors that will determine the success of programmatic DOOH on Indian markets.
(L-R) Rajiv Raghunath, Editor-in-Chief, Media4Growth; Gulab Patil, CEO, Lemma; Vinkoo Chakraborty, Business Leader, Report; Dipankar Sanyal, CEO, Platinum OOH; Syed Haseeb Arfath, CTO, Signpost India
The session entitled ‘TechTalk: The programmatic OOH jamboree – sounds to pick from all the noise‘, organized as part of the India Talks OOH conference held in Mumbai, and addressed by Dipankar Sanyal, CEO, Platinum OOH, Vinkoo Chakraborty, Business Leader, Rapport, Gulab Patil, CEO of Lemma, and Syed Haseeb Arfath, Chief Technology Officer, Signpost India presented the key factors that will determine the success of programmatic DOOH in the Indian markets.
Dipankar Sanyal set the tone for the session by referring to the huge potentials of pDOOH in India as the company massively adopts digital OOH. As the external business environment improves, now would be an opportune time for Indian OOH to push forward on the programmatic front, and that would be key for a lot of ad brands looking for a better return. on investment of this media.
Vinkoo Chakraborty in his presentation highlighted the need for a collaborative effort between media owners, exchanges, platforms, tech partners, specialist agencies, and even advertisers for programmatic not to work. She cited the main expectations of the different groups as follows:
- Media owners will be called upon to provide relevant placements, better screens, compatible software, rational pricing of their assets, logging and monitoring reports, audience profile.
- Platform exchanges/aggregators will need to offer scalable reach, better connectivity with media owners, compatible software, access to top DOOH inventories, real-time install alerts, logging and monitoring reports, audience profiling, retargeting capabilities.
- The various technical partners will have to bring to the table the capabilities of data exploitation, software and hardware integration, data support.
- Specialized agencies and advertisers, for their part, should demonstrate the will to explore new paradigms/new pilots, to undertake the upskilling of teams and to be ready to experiment.
pDOOH growth is based on DOOH growth forecasts, as shown in Chart 1.
Figure 1: OOH & DOOH growth rate (2021-2025)
Source: Magna-Global Ad Forecasts 2021, Market Intelligence Report
Chart 2 shows where pDOOH will produce better results.
Vinkoo has focused on developing the workforce as the boundaries between media channels become increasingly blurred.
She said that pDOOH would stimulate the growth of OOH if the following aspects were emphasized:
- Better management of OOH asset costs – OOH is getting expensive
- Standardization of OOH sites/structures
- Automated monitoring of traditional OOH
- Sharing available case studies on OOH advertising
- Development of industry measurement indicators
- Location Intelligence
- Technology integrations
- Automated DOOH
Stating from the outset that “media owners are the kings. You have to understand the potential, the power and the strength of the media,” Gulab Patil said. Currently, OOH is like a black box – brands are not media aware enough. “pDOOH will give a direct link to the brand,” he asserted.
Gulab emphasized that programmatic DOOH is all about focusing on the audience. “Providing location data, audience data, audience insights, detailed audience segmentation, is essential for this medium to be part of the news ecosystem,” he said. he stated, while adding that pDOOH potentials are growing with the arrival of more DOOH displays, smart city projects are gaining momentum, and so on.
He indicated that DOOH revenues will likely double by 2025 to $34 billion, as shown in Chart 3:
Figure 3: Global share of DOOH spending
He cited that 98% of campaigns run by Lemma in 2021 were through DSPs.
Sharing his perspective on “How Hyperlocal Data Can Drive the Adoption of pDOOH in India”,
Syed Haseeb Arfath said that currently DOOH has a 4% share of OOH business, which translates to Rs 150 crore, from some 60,000 screens. Most mature markets that have invested in DOOH for decades see that share at 20%. He said India could learn from the experience of other markets and thereby jump into the DOOH space.
Haseeb was adamant that the growth of DOOH will be largely determined by ROI calculation and adex data. “To grow at scale, we need to invest in acquiring first-party data that brings out the character of each individual asset,” he said, adding that’s when programming hyperlocal will gain popularity.
The roundtable was moderated by Rajiv Raghunath, Editor-in-Chief of Media4Growth.