GUEST COLUMNS, MEDIA, OUTDOOR

Is Digital display set to become the all-important ‘other’ screen

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by Shriranga K. Sudhakara
Managing Director. Vyoma Media

Ever so often you come across words like disruption and transformation that make you change the way you perceive a particular industry. The transformation story brings with it possibilities, and power to reimagine the status quo. Digital out-of-home(DOOH) has witnessed a similar metamorphosis over the past decade, with an estimated growth of 25% CAGR by 2019, adding a new chapter to the Indian ad-tech story.

Why it matters now more than ever

Technology-led innovation has always contributed towards the growth and improvement across industries including that of Digital OOH. From the modest static signage, to the highly intuitively data-led intelligent digital screens, the outdoor advertising landscape has been quick to respond to the rapid advancements being made in the vastly connected world. While the DOOH advertising transformation journey has not been entirely smooth, the aspect of discovering innovation has never been traded-off.

As the country powers towards a digital economy, with hyper-connectivity and access to real-time information at its fingertips, digital OOH aligns itself almost seamlessly with the on-going advancements given its ability to provide reach, scale and relevance all at the same time. This supplemented with the strength of consumer engagement, multi-channel empowerment and data optimization, the DOOH 2.0 story has just begun. Imagine a scenario, when you have just stepped out of a busy train during rush hour and are looking to book a cab to get you home. During this time, a digital screen you are standing close to throws up an advertisement with a promo code along with number of cabs available. The timely nature of this advertisement appearing and bringing relevance to the customer is a wonderful example of the technological and growth potential DOOH brings with it.

The future of the ‘other’ screen

Keeping the marketers mantra of contextual effect at real scale in light at all times, DOOH advertising also brings with it the ability to provide richer content potential, backed with agility of working on a multi-layered and integrated advertising campaign like no other medium. With its high frequency interactivity and immersive experience, the platform can seemingly become a part of consumer’s everyday life. Taking it from the previous example, if you are waiting for your next train, imagine an advertisement shows up on the screen close by with a QR code to help you buy your grocery online. This supplemented with a message which shows up on your phone which is personalised based on your previous purchases. This illustration reinstates the prowess of DOOH and the greater purpose it brings with it for any brand or marketer.

Gaining relevance

With IoT (Internet of Things) quickly becoming a reality and entering all aspects of consumer lives, traditional carriers of marketing growth trajectory may not be the ones writing the transformational story in the imminent future. The growth story will come from those who are able to understand the empowered customer, and not only provide contextually relevant information, but contextually relevant information at the right time. While being timely relevant forms a pivot for most companies, supplementing it with the ability to personalise, will move marketers a few steps closer to the customer. The proficiency of delivering this is something that is innate for DOOH, as it possesses high capability to synthesize perfectly with changing trends both within its sector and across other marketing mediums.
As the industry goes from strength to strength with its second wave of structural and conceptual disruption, the share of innovation expected from DOOH is far greater than perceived, making it the screen of the future.

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