TYPES OF DOOH &

ITS ROLE IN INDIA’S SMART CITY

MISSION

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Table of Contents

Chapter 1 Chapter 2

Types of OOH (Out of home) Media’s In India

The Role of DOOH In India’s Smart Cities Mission

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TYPES OF OOH (OUT OF HOME)

MEDIA’S IN INDIA

1

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Types of OOH (Out of home) Media’s In India

Advertising is the pillar of any business to be successful. It

takes an imperative role in experiencing a good turnaround

for your business. Advertising is also important to run in this

competitive world.

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Advertising has its own advantages to help you reach heights

in business. No matter what your business is! Advertising can

be achieved in different ways like television, newspaper, radio,

websites, hoardings, and billboards.

Have you ever heard of out-of-home advertising? If you have a

business, then you will definitely know this term. OOH is live

for decades now, they are called Traditional OOH and as

everything is moved to online now it’s called as Digital OOH..

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What is traditional OOH

Years old traditional Out-of-the-home advertising including

advertising variations like billboards, digital bulletins, posters,

wall scapes , hoarding and many more. All these options were

doing awesome for the past few decades

Billboards: Billboards are more impactful formats and they are

of two types like rotary bulletins which can be moved from one

place to another to give more market awareness and coverage.

Permanent bulletins are of fixed forms and also have higher

impacts on the promotion part of the business.

Traditional Billboard

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Poster: Posters are mainly used to target pedestrians and

vehicular traffic, they deliver more traffic. The posters are

mainly located In industrial areas for commercial purposes.

Wall scape and hoarding: Wall scapes and hoarding are one

of the most common traditional OOH. They are commonly

seen on the sides of the building either painted or printed.

They cover most of the traffic and attention.

Poster

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Wall scapes

OOH in digitalised form? What is it? And what

are its benefits!

Well, OOH is running and growing hard to get their

digital success to succeed in their business of promoting

businesses. It is proven that DOOH ads are 2.5 times

more impactful and traffic bringing than the static OOH.

They grab attention with DOOH, advertising campaigns

experiencing advancement and more revenue returns.

Almost 60% of all its revenue has been increased in

recent years after DOOH.

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DOOH can bring various benefits like

Attractive advertisements

Animations happening

Programmatic DOOH

Demographic DOOH

Tracking

Targeting and retargeting

Few places where you can also use DOOH , you can utilise to

display digital out-of-the-home advertisements are:

1.Shopping malls and retail stores

Shopping malls and retail stores because it attracts massive

crowds and traffic to the advertisement. Thus it helps both

the DOOH business holder and the client to grow.

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Shopping Mall DOOH

2.Movie theatres and Arenas

Though these places seem to be an entertainment

buster, they accommodate more people, higher

visibility.

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Movie theatre digital OOH

Wrap up

All that being said, DOOH is still growing to offer you

even more reliable targeting and omni channel

capabilities with much more technical innovations.

Indulge DOOH, grow your business with DOOH and help

it grow. Let it be a win-win situation.

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THE ROLE OF DOOH IN INDIA’S SMART CITIES

MISSION

2

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The Role of DOOH In India’s Smart Cities Mission

We live in an era of “all things smart”. Rapid advances in the

digital technologies have transformed the way we live, we

communicate, we travel, learn and work. The proliferation of

smartphones, widespread connectivity and anytime anywhere

access to data through cloud-based applications are some of

the notable trends that have made our lives easier.

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Riding on the wave of new technologies, countries across the

globe are pouring investment in projects that aim to deliver

smart solutions to their cities and citizens. One such initiative

by the Government of India is the “ Smart Cities Mission ”

launched in 2015. The goal of the project is to develop 100

cities across the country that are citizen-friendly and

sustainable from an economic, social and environmental

aspect.

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Digital out-of-home advertising (DOOH) will play a significant

role in the development of smart city projects in India, in line

with the Government’s vision. Solutions listed in the smart city

charter around urban mobility include smart parking and

intelligent traffic management, areas that will require DOOH

advertising to be the primary medium of information and

communication. Apart from serving out advertisements, digital

displays on roads can provide travellers with real-time traffic

information that can enable them to determine the best possible

routes of commute. In October 2017, India’s first Intelligent

Transport System was implemented along Ahmedabad’s

Ashram and West Riverfront Roads using Digital Variable

Messaging Sign (VMS) boards that equipped travellers with real-

time traffic information, and also recommended alternate routes

to less busier stretches of these roads.

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DOOH at Metro station

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The applications of DOOH advertising in smart city projects are

far-reaching. Besides enabling solutions for traffic system

management, digital displays can be deployed in public places

to provide better facilities for citizens. Some of these

deployments will require media owners and civic authorities to

collaborate through Public Private Partnership (PPP) projects.

For instance, interactive kiosks can be deployed to promote

tourist attractions in a city or to provide directory information at

malls and amusements parks; digital displays at bus and train

stations can provide schedule information to travellers; digital

signage wayfinding solutions can be deployed at hospitals and

shopping malls allowing users to navigate to their destinations

with ease.

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DOOH at railway station

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Indrajit Sen, Representative of Indian Outdoor Advertising

Association, puts rightly into perspective how OOH media

could be a key enabler of smart city projects. “OOH in a Smart

City should have elegant unipoles with scrolling displays or

digital displays, neat bus shelters with signage indicating

schedule for next bus to arrive, a well-lit tower with revolving

display, a beautifully laid out park, well-lit parking areas, public

toilets – clean and pleasant – conveniently located, digital

signages that also guide on traffic density, directions to nearby

places of interest and also provide latest news”, said Indrajit.

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“ - Usage of screens have changed over the period of

time. Now demands are different. Innovation is the

key.

- Engagement is making the difference today for

connected consumers.

“ - MR. ANIL HIRANI(MD)

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