Outdoor ASIA - July 2018

34 August 2018

THINK DIGITAL

‘Aggressive growth of DOOH will

continue in all markets’

H

ow do you see digital OOH growth in different

markets around the globe? Do you expect digital

OOH to displace conventional / classic media in the

coming years?

The aggressive growth of DOOH will continue in all

markets. OOH is increasingly becoming digital in

all global markets. We define Digital Out of Home

as companies that embrace digital. This is not only

limited to screens. If there are seemingly classic

type of displays but they embrace audience targeting,

mobile/location/visual detection or other types of data,

programmatic trading, automated systems and the like,

then these OOH media are digital media opportunities

for consumers and marketers. Of course, digital displays

further empower advertisers and deliver more relevant

useful content and advertising to consumers. The

ability to send video programming, ads addressable by

audience, time, weather and other factors is powerful,

thereby driving revenue and growth.

In most countries, DOOH media is largely confined

to controlled, indoor environments. Do you see large

format digital OOH media becoming popular in the

days to come?

Yes absolutely. The innovative work being done by

companies like Intel, Esprit Digital and others are

making big bright, weather and environment proof

displays are proliferating globally. And as indicated

consumers and advertisers want this. Our early

membership was focused more in these controlled

environments. DPAA has had exponential growth

globally from Times Square to Piccadilly Circus with

Barry Frey, President & CEO of Digital Place-based Advertising Association (DPAA),

says that digital OOH is not limited to screens. Rather, digital technologies in the

OOH space cover a gamut of areas like audience targeting, mobile/location/visual

detection or other types of data, programmatic trading, automated systems, etc.

Barry is extremely bullish on DOOH growth prospects across geographies. He shares

his perspectives in an interview to Rajiv Raghunath. Edited excerpts:

world class companies like Ocean Outdoor to Clear

Channel. Also, as we increasingly become urban,

mobile societies spending more time out and about we

will see these trends continue.

With digital OOH equipment and technologies

constantly evolving, are media owners running the