MUMBAI: Posterscope India, location-based marketing specialist from the house of Dentsu Aegis Network, has predicted a disruptive growth for OOH in India, which will range between 12 to 15 per cent in 2019.
As per its findings, the year is expected to be an important and exciting one for the OOH industry as the year is full of events that have historically boosted advertising. These include the upcoming General Elections, the Cricket World Cup, and of course, the Indian Premier league among other marquee events.
The findings read, “Digital out-of-home (DOOH) inventory will continue to increase and reach the levels of respectability it deserves while its share of revenue will see a significant rise. New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Meanwhile, newer infrastructure will provide varied and interesting advertising options.”
The report also stated that the campaigns will go high on data-driven OOH, which will go go beyond demographics to online behaviour, card transactions, app usage and location analytics to decide where the OOH ads should appear.
Another key aspect is projected to be ROI-led OOH. Posterscope India expects to see boundaries in OOH being pushed through digitisation, automation, scientific planning tools, machine learning and cross-media collaborations to drive and achieve returns that are in line with other media offerings. Digital OOH is also projected to see a boost.
Posterscope India director Fabian Cowan said, “In a fast paced ever changing out-of-home ecosystem, having informed intelligence of what are going to be the drivers of change is critical to our offerings and client associations. We firmly believe that we have the leading technology platform, the best planning tools, the strongest data and analytics capabilities, the most advanced automation programme, the broadest and most diversified view of the out-of-home channel and, most importantly, the best people to manifest and deliver the best OOH solutions.”
Posterscope – South Asia group MD Haresh Nayak added, “As industry leaders we are driving change across the medium. Our predictions are not only based on year-long research and a close watch on trends but also based on our understanding of how cities and consumers transform with advancements in technology, access to data, infrastructural developments and evolved travel patterns. 2019 is poised to be a very exciting year for OOH and our predictions depict that amply.”
