Why The OOH Industry Is Bullish On

Brands are gung-ho about Digital OOH or DOOH, which is set to grow at a CAGR of 20-25% on the back of creative use of technology and innovation. While DOOH now accounts for just 3-5% of the overall Rs 3000+ crore OOH advertising pie, it is making rapid strides and is set to be a key growth driver for the medium.

- Beryl Menezes

It’s a typical Friday evening. Racing from work to catch the latest ‘Mission Impossible’ movie, it almost feels like an impossible mission, looking at the long, snaking red line of traffic on Google Maps. One difference, however, is that the Google Map in front of you showcasing live traffic updates is not on your phone, but on a digital billboard ahead, with the familiar red, blue, green and yellow lines in LED, glowing against the night sky.

The #LookBeforeYouLeave campaign by Google Maps, which won it a Gold Abby for ‘Best use of technology in digital and mobile’, helped commuters use the real-time information to plan their routes, making it relevant and interactive. The integrated media campaign (including OOH, online video, social media, Radio and TV) accounted for an 8-10% uplift in feature awareness and drove 40% of the growth in daily active users of Google Maps in India.

More recently, Jabong launched an innovative Digital OOH campaign for its Big Brand Sale held from July 27-30. Aptly called #OutOfTheWorld, the OOH campaign featured backlit 3D celestial objects like rockets and spaceship cut-outs as part of a motorized installation which created an illusion of zero gravity in space. The site also had a ticker updating the countdown to the event ‘start date’ and ‘hours left’ in real time. Talking about the campaign, Gaurav Kacker, Head of Brand, Jabong says, “It was a clutter-breaking approach to grab maximum consumer attention, reach and retention of our message.”