The convergence of Mobile and OOH is the key growth driver for this sector. Hyperlocal or location based advertising will be a big thing where we can geo-fence a particular area and advertise strategically. Integration of both if made engaging will be proved immensely effective for any brand.
Audience Measurement and Data Driven
Audience Measurement helps bolsters a data driven approach towards any campaign. It brings much more credibility and greater transparency in our Industry. i am sure the coming year would be all about embracing this data driven approach in the strategic planning of campaigns for the clients.
An ‘Audience-based Approach’ will be the key planning parameter and we are hoping to see that coming true. Audience Measurement and Data Driven system will help move the Industry from gut-feel media plans to OTS driven plans.
The rise of DOOH in India
Though the universe of DOOH is still very low but there are far more innovations possible in this space making them very lucrative for marketers. Ambient space like Malls and Airports have been experimenting well with DOOH and the results are amazing. Though it’s a bit early to believe them to be game changer anytime soon but, they will be better explored in the near future.
Traditional OOH formats becomes Bigger and Better
With a steadfast urbanization and Infrastructure changes happening around, there will be a lot of changes in the traditional OOH space too. Bigger players can consolidate and offer better services to marketeers. It also opens up varied OOH avenues making us deliver better.