Programmatic, intelligent, and real-time: How DOOH is changing the outdoor advertising market in India

Outdoor advertising is moving into the dynamic, lively world of Digital Out-of-Home (DOOH), which is different from static billboards. It's more than just a fancy term; it's revolutionizing the way that marketers interact with us in the real world. Imagine gigantic screens that change their content according to who is looking at them, bus shelters that display real-time news, or billboards that react to the time of day. In the future, outdoor advertising will be as intelligent and engaging as the digital world we carry around in our pockets, which is the alluring promise of DOOH.Adgully explores in this paper why this dynamic movement is changing the game for brands, improving the efficacy of campaigns, and yielding a measurable return on investment (ROI). Additionally, we'll look at the state of DOOH adoption in India right now, pinpoint the major industry participants propelling its expansion, and discuss the fascinating but dynamic development of programmatic DOOH in the Indian market.

The versatility and dynamic content possibilities of DOOH are by far its strongest advantages over conventional static OOH. "Digital Out-of-Home (DOOH) advertising offers significant advantages over traditional static OOH formats," says Vaishal Dalal, co-founder and director of Excellent Publicity. The versatility of DOOH is among its strongest arguments; advertisers can run many campaigns on a single screen, alter creatives in real-time, and schedule content according to audience demographics or the time of day.Hyper-targeted communications is made possible by this dynamic feature, which raises relevance and engagement. Better measurement and analytics are also made possible by DOOH, which tracks impressions, brand lift, and even offline-to-online transactions utilizing audience insights and smartphone data. Because of improved targeting, lower production costs (no printing or physical installations), and the capacity to adjust campaigns in real time based on performance data, brands end up with a higher return on investment.This real-time benefit is highlighted by Sumit Taneja, Business Head, HyperGlocal (OOH) at Interspace Communications: "In this fast-paced world, DOOH allows for real-time updates and dynamic content along with programmatic capabilities." Additionally, it has a stronger visual impact that complements an electronic advertisement, and audience-based buying increases the campaign's efficacy.