It is recorded that once every decade, most industries undergo a transformation and facelift that is radical in nature. The transformation leads to organizations reassessing the way things are being done and imagine the possibilities. There are many examples that showcase innovation by using technology to disrupt markets, break through the clutter and leave a lasting impression. Back in early 90s when the term ‘digital signage’ was accidentally coined in reference to a video wall in the UK, marketing pundits across the world may have envisioned a similar metamorphosis for the out-of-home (OOH) advertising landscape, which has now become a reality.
Rise of Digital OOH
With technology-driven innovation creating growth and improvement across industries, OOH has been no exception. From modest static signage, to the highly intuitive data-led intelligent digital screens, the outdoor advertising landscape, more specifically in India, has responded to the rapid advancements in technology albeit at its own pace. While it may not be inaccurate to suggest that the outdoor transformation journey has not been entirely smooth, the aspect of discovering innovation has never been compromised.
As the world powers through digital economy with hyper-connectivity, access to real-time and contextually relevant information at its fingertips, digital OOH’s 2.0 story aligns itself almost seamlessly and brings its amplification and penetration prowess under the spotlight. Supplemented with the strength of consumer engagement, multi-channel empowerment, data optimization and digital transformation, the story has just begun.
Marketing landscape redefined
For marketers and advertisers, the time has never been so exciting with many promising opportunities available to target customers on-the-go. While OOH for a long time has not taken the top spot in a marketer’s pecking order, the disruption seeping through, powered by digital, has made them sit up and take notice. An estimated growth of 25 per cent CAGR by 2019 for the DOOH sector is also a strong validation that the market landscape is swiftly warming up to enriching platforms and recognizing them as a strategic asset. With DOOH becoming highly interactive, addressable, intuitive and measurable, one can only expect an upward trajectory.
Keeping the marketers’ mantra of contextual effect at real scale in mind, digital outdoor advertising brings the ability of providing 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.
Future of connected world
With Internet of things rapidly becoming a reality and entering all aspects of consumer lives, traditional catalysts of marketing growth may not be the ones writing the transformation story in the imminent future. The progress story will come from those who are able to understand the empowered customer and not only provide contextually relevant information but also at the right time. While being timely and relevant forms the pivot for most industries, meshing it with the ability to amplify will move marketers a few steps closer to the customer. The proficiency of delivering this is innate for DOOH as it possesses the brilliant capability to synthesize perfectly with changing trends within its sector and across other marketing mediums.
As DOOH goes strength to strength with its second wave of structural and conceptual disruption, the share of innovation expected from this market is far greater and powerful than perceived.
Mr. Shriranga Sudhakara is the Managing Director of Vyoma (India’s leading Digital out of Home Company.)
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.