By Rita Sahajpaul
India’s economy, like that of the world, has been hit hard by Covid-19. With nationwide closures and then further restrictions, activities outside the home have seen a sharp decline. It is therefore not surprising that the spending on outdoor advertising was also made.
With the end of the pandemic in sight, India’s economy is expected to grow a staggering 11.5% this year, more than any other major economy, according to a Nasdaq analysis. Advertising research organization WARC said ad spend will increase by 14.2%, with a 20% increase in OOH, just behind movie theaters with an expected rate of 41%. Bloomberg Intelligence analyst Geetha Ranganathan at the DPAA conference in December predicted a 13.5% growth rate for OOH.
OOH – which normally reaches up to 90% of India’s population – has performed well here, delivering high impact visuals via large formats in high traffic areas and helping marketers build trust while engaging consumers and prospects. In 2019, India’s GDP grew by over 7%, leading to growth in media and advertising. That year, OOH grew by around 5% according to FICCI, EY research, largely driven by digital displays at airports, metro stations, bus stops, shopping malls and business parks, and even in hospitals.
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Digital Outdoor Advertising (DOOH) has represented disproportionate growth from OOH. Indian consumers have more connected devices every day. New infrastructure is arriving in towns and villages. And digital savvy marketers are demanding more ways to reach and target consumers across platforms, get more data, refine metrics, and gain new insights.
The benefits of programmatic DOOH
The programmatic DOOH this year will help carry that load. Its unique ability to enable automation, personalized marketing and retargeting allows marketers to stand out in a hyper-competitive environment. Programmatic platforms are increasingly accessing DOOH screens, allowing advertisers to mix, match, measure and move budgets between marketing channels, whether outdoors on large screens or on mobile, CTV or office.
Here are some of what Programmatic DOOH offers:
A multitude of data signals that help make content more engaging and generate interactions. A programmatic DOOH campaign can identify triggers that help advertisers change ads based on weather, time of day, and more. They can, for example, schedule visuals and other content to match the time of day. They can rotate posts to reflect current themes, such as news, events, and market information.
Location-based audience information. With integrated third-party data, programmatic DOOH provides near real-time location-based audience information to advertisers. They can modify campaigns to match measured sentiments and engage audiences with differentiated and personalized messaging based on locale.
Track attendance. Advertisers can associate devices exposed to a DOOH campaign with motion data and track footfall in that area to understand the effectiveness and productivity of a programmatic DOOH campaign. Retailers could check whether people exposed to their ads have visited their stores.
Measures of public engagement. Programmatic DOOH also makes it possible to measure and refine the effectiveness of a campaign. Retail brands, for example, can leverage mobile data to understand which ads are shown to which consumers. QR codes can attract interactions, which marketers can then measure and use to retarget those people.
With supply-side platforms, advertisers can access all of this and quickly manage, automate and optimize ad inventory seamlessly. They can secure quality inventory and implement precision targeting. For both guaranteed and unsecured purchase models, they have more options and can act much faster than with traditional OOH. SSPs also provide data that facilitates pricing decisions, making the purchasing process more transparent.
Programmatic DOOH appears to be a victory for all parties – consumers, media buyers, publishers, and ad platforms. It helps consumers get more out of interacting with brands’ experiential campaigns and brands make sure their campaigns lead to real business results. This year, programmatic DOOH is emerging as a serious competitor as the media of choice for advertisers.
The author is the Head of Product Science and Marketing, XAXIS India. The opinions expressed are personal.
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