Dig­i­tal OOH

TRPS for TV, eye balls for DOOH?

Outdoor Asia - - Contents - Re­ported by Bhawana Anand

While dig­i­tal has been a buz­zword in the in­dus­try, it has yet to take off in In­dia in a big way. There were many bot­tle­necks to its growth, the fore­most be­ing the in­dus­try mind­set which still gives pref­er­ence to static for­mats. So WKH fiUVW VWHS Ln DFKLHvLnJ Dny DPRXnW RI VXFFHVV Ln WKH GLJLWDO DUHD LV D FKDnJH Ln WKH DWWLWXGH DnG DSSURDFK WRZDUGV it, says Man­dar Gupte, Sales Di­rec­tor (Me­dia & En­ter­tain­ment), Barco Elec­tron­ics Sys­tem. Out­door Asia chats with Man­dar Gupte to un­der­stand the chal­lenges and loop­holes that ex­ist in the dig­i­tal out of home (DOOH ) space.

It goes with­out say­ing that Dig­i­tal OOH medium has be­come a need of the hour to­day. But where LQWHUQDWLRQDO RXWGRRU LQGXVWULHV DUH HQMRyLQJ WKH flDYRU of in­ter­ac­tiv­ity and con­nec­tiv­ity that it brings, In­dian OOH in­dus­try is still push­ing hard to cre­ate a proper space for the dig­i­tal medium. So what are the is­sues? Man­dar Gupte, Sales Di­rec­tor (Me­dia & En­ter­tain­ment), Barco Elec­tron­ics Sys­tem feels, “The suc­cess and pop­u­lar­ity of DOOH will de­pend on its unique­ness and its con­nec­tiv­ity with pa­trons. If the right con­tent and tech­nol­ogy can be de­ployed, we will see higher mar­ket at­trac­tive­ness to­wards this medium.” Well, he should know for Barco is a global tech­nol­ogy com­pany that de­signs and de­vel­ops visu­al­iza­tion so­lu­tions for var­i­ous sec­tors in­clud­ing the Out­door ad­ver­tis­ing seg­ment. Barco LiveDots of­fers high­per­for­mance LED dis­play so­lu­tions for both in­door DQG RXWGRRU LQVWDOODWLRQV; fixHG LQVWDOO DQG UHQWDO ap­pli­ca­tions, from the most straight-on, cost-ef­fec­tive LED tile for 24/7 use to the top-end of creative LED so­lu­tions. Barco has pres­ence all over the world in­clud­ing Lon­don, Paris, Syd­ney, Athens, Bei­jing, Zürich, Barcelona, Dal­las, Am­s­ter­dam, Toronto, New York, Dubai, Is­tan­bul, Shang­hai, Brus­sels, Moscow, Prague, Madrid and Cara­cas.

Road blocks

Com­ing back to the chal­lenges in this space, Man­dar feels it has to do with the mind­set of the in­dus­try. “First, the neg­a­tive per­cep­tion in In­dia about Dig­i­tal OOH must change; we still see a pref­er­ence to­wards static ad­ver­tis­ing. The en­tire OOH ecosys­tem in In­dia needs to be aligned to the Dig­i­tal era,” says he. Apart from per­cep­tions, Man­dar also feels that stan­dard­iza­tion of prod­ucts is an­other rea­son. “We have seen sub-stan­dard and cheap equip­ment in­stal­la­tions which dampen the hype cre­ated around the dig­i­tal medium. Th­ese ini­tial de­ploy­ments ex­pe­ri­enced a lot of hur­dles like prod­uct qual­ity, bad in­stalls, poor main­te­nance etc. For sure, the equip­ment needs to weather the In­dian en­vi­ron­men­tal con­di­tions of heat, hu­mid­ity, rain and dust. We have Barco in­stal­la­tions for in­door and out­door ap­pli­ca­tions which have EHHQ UXQQLQJ IRU RYHU fiYH yHDUV ZLWKRXW DQy PDMRU main­te­nance is­sues,” ex­plains he. Also, while it is very tempt­ing to blame the laws and the au­thor­i­ties for the slow growth in this seg­ment, Man­dar feels the laws in In­dia are not much dif­fer­ent from other coun­tries. It all boils down to the right at­ti­tude is what he re­it­er­ates.

Us ver­sus them – adap­tion is key

In­ter­na­tional DOOH in­dus­try has al­ways been seen as an in­spir­ing story but again, Man­dar feels that the ,QGLDQ LQGXVWUy QHHGV WR fiUVW FRSH ZLWK VSHFL­fiF ,QGLDQ is­sues. “There are many chal­lenges, like pro­duc­ing the right qual­ity con­tent in the re­quired for­mat, and then ad­ver­tis­ers are not will­ing to in­vest in pro­duc­ing VSHFL­fiF FRQWHQW IRU D22+, WKHQ WKHUH LV WKH DEVHQFH RI a stan­dard mea­sur­ing body and most im­por­tantly, the early de­ploys of DOOH did not uti­lize the ad­van­tages that the dig­i­tal sys­tems of­fers.”

“We have seen sub­stan­dard and cheap equip­ment in­stal­la­tions which dampen the hype

cre­ated around the dig­i­tal medium. Th­ese ini­tial de­ploy­ments ex­pe­ri­enced a lot of hur­dles like prod­uct qual­ity, bad in­stalls, poor main­te­nance etc. For sure, the equip­ment needs to weather the In­dian en­vi­ron­men­tal con­di­tions of heat, hu­mid­ity, rain and dust. We have Barco

in­stal­la­tions for in­door and out­door ap­pli­ca­tions which have been run­ning for over five years with­out any ma­jor main­te­nance

is­sues,” – Man­dar Gupte, Sales Di­rec­tor (Me­dia & En­ter­tain­ment), Barco

Elec­tron­ics Sys­tem

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