OOH will have to ride the technology wave

3 August 2019

Globally, DOOH has descended to the streets such as on street furniture and billboards, and India will follow the trend soon. This will likely make the Indian OOH market more lucrative to media planner and the entire OOH pie will increase. Once a proper regulatory framework is in place, so that there can be better maintenance of such sites, it opens a huge potential. Outside, the media planners and owners are already adapting sophisticated data management tools to make targeting more efficient such as Geopath but these tools are yet to be used to their full potential in India.