DOOH (Digital Out Of Home) Advertising in India has been growing exponentially. Because of the great response that this advertising media option is receiving, brands and advertisers are more eager to invest in DOOH market Advertising now than ever before. More and more advertising sites are being digitized each day.
The forecast sure points towards rapid growth in Indian DOOH Market in the next five years. Brands love the DOOH media because of its flexibility and versatility. DOOH is agile and has the capacity to produce measured audience targeting. Thus, it is only natural that brands from all over the country are increasingly relying on DOOH for their promotion.
India has seen a fivefold increase in the number of DOOH screens in the last three years. The country now has over 60,000 DOOH screens. Also, the DOOH market now is somewhere around INR 150 crore, i.e., 3% to 5% of the overall Out Of Home (OOH) marketing.
Additionally, as per market estimates, the DOOH industry will increase by 20 to 25% in the next five years. A few of the market experts further report that DOOH can even grow to double the size of the OOH market while a few others are even more hopeful.
Reasons for the evolution of the DOOH Market ad industry:
The DOOH industry is getting a favorable push from the government. Sensing the change, the Central and State Governments are now installing digital signage in major public places. It is because of this government incentive that more and more advertisers and brands are confidently shifting to DOOH.
Ashish Pherwani, the leader of the Indian M&E Advisory division of consulting firm EY, says that DOOH will heavily benefit from newer developments. According to him, a shift in consumer technologies and the development of infrastructure will majorly boost the DOOH market. He further went on to say that the DOOH market is expanding with the surge in airport travel, retail spaces, and AR and VR technological advancement.
Furthermore, DOOH is easy to deploy and fix campaign-related targets. It can also be integrated with various social media platforms and mobile devices to provide a tailored viewing experience. As a result, OOH advertising is remolding itself to the times. Besides this, the benefits of connected signage and alterable displays to suit the surrounding context are exclusive to Digital OOH. Since DOOH allows changes in commercials and zero spending on printing and mounting, it ends up saving money and time.
Nowadays, the ad viewing experience is getting much more interesting courtesy of the DOOH units. Phenomenal displays, engaging content, and a greater flow of data and intelligence are powering the medium. Thus through DOOH, brands are able to engage directly with the customers.