TRPS for TV, eye balls for DOOH?
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.
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