Is DOOH the future of advertising in India?

In case if you are still in the unknown, DOOH is the digital aspect of out-of-home (OOH) advertising. Because of the flexibility and reliability of the medium, digital out of home (DOOH) advertising has taken the Indian market by storm. As more and more advertising spaces are converting to the digital medium, viewers are waking up to a new world of brand promotion. In fact over the period of the last few years, the Digital out of home advertising medium has grown manifold both in numbers and in the budget.

Digital out of home advertising has empowered marketers to have a deeper interaction with their consumers in public places. DOOH employs the latest technological advancements to program the playback of brad advertisements. This technique holds more accountability to create brand impressions, along with giving marketers a greater opportunity to tally up their progress in the ad campaigns plan. Thus, DOOH proves to be a win-win deal for both the viewers and the advertisers. Therefore, it is not a surprising fact that this advertising technology has gained immense popularity in the country.

Benefits of DOOH:

DOOH has several other benefits too. Some of them are listed below:

1. DOOH is flexible: The technology allows marketers to choose the playback of commercials as per their own will. This ensures that the clients get to design their ad campaigns much more efficiently and easily. Besides this, DOOH helps save time in printing and mounting activities which are done in traditional out of home (OOH) advertising.
2. The rising demand for consumer technologies: With the growth in infrastructure and consumer marketing, DOOH poses a bright future. In a populated country like India, the progress of the country depends on factors such as international business and domestic demand for resources. This very factor invites the penetration of technological advancements such as the concepts of Augmented Reality (AR) and Virtual Reality (VR), voice-based applications, etc. into infrastructure development and promotional activities. This will enable marketers to adopt a more targeted approach to the consumer base for brand campaigns in the future. The increase in the number of airports, major railway junctions, and upcoming retail spaces in the like are slated to join the DOOH club.
3. A programmed approach to marketing: DOOH explores the possibilities of connected signage and intelligent broadcasting which will alter the displays of the advertisements to suit the situational context. For instance, DOOH has the ability to display ads based on the time of the day, the travel patterns, the weather, the demographics, etc. Therefore,  the viewers are bound to have direct and experiential interaction with the brands.
4. A better quality of display: With the incorporation of AI (Artificial Intelligence) and ML (Machine Learning), DOOH will have access to more data and intelligence. Thus, DOOH is an exciting and promising medium for brands to ensure a better viewing experience with the real-time accounting of viewer estimation. So, DOOH provides an instant report of an ad campaign success.