The popular DOOH Screen advertising options available in India are: i) Digital Screens at railway stations, petrol pumps, bus stands, airports, malls, etc., ii) Mobile digital billboard vans, iii) Taxi-top advertising, iv) Digital screens in residential apartments, societies, community halls and lift lobbies, v) Indoor digital screens at sports arenas, airports, malls, etc. and vi) Automatic digital signage and digital screens on uni-poles by the roads.

No, there is no definite time period for booking an ad slot for a brand on a digital media screen.

Technology and programming have changed the way people consume ads in Kolkata. DOOH has eliminated the need for physically mounting and printing ads and to manually change ads on a single advertising option. A single DOOH screen can have ads of several brands which are played on a loop, thus bringing down the advertising costs. Also, media buying in DOOH scenario comes out as more convenient for the ad buyers due to more brand engagement. So, compared to the traditional outdoor advertising media options, digital outdoor advertising provides the options of flexibility and measurability.

With the help of data analysis and machine learning, it is easier to look into brand impression details of DOOH than of OOH. For instance, several advertisers and brand use sensors, beacons and cameras to measure the Digital Out of Home metrics on a regular basis. As a result, brands can plan better and ensure more efficient implementation of advertising campaigns for their brands. Furthermore, ads can be made responsive to the time of the day, weather, and location of the Digital OOH advertising site as brand content can then be curated to suit people needs and situations. Cloud technology and GPS have also been effective in personalizing the ad viewing experience of consumers.

Analysis of impression data of an ad campaign is crucial to understand the dwell time of passers-by (i.e. the time that people spend being close to a Digital Out of Home screen). The dwell time determines the loop frequency of the Digital OOH brand ads. To elaborate, if the dwell time of consumers is less, then ad buyers usually choose quicker ad repetitions for their brands to leave an impact on a wide range of audience. However, if the dwell time by the consumers is long, buyers in media buying usually opt for longer gaps between ad plays to avoid targeting the same group of consumers with their brand content repeatedly.

Generally, the DOOH screens are lent in three price metrics. The Cost per Thousand Impressions model or CPM is where advertisers charge a rate for every 1000 brand impressions that the DOOH screen will register. Usually, unlike digital ads on devices, a single digital ad played on a digital screen gains more than one view per play. So, multiple brand impressions per ad play ensure that the 1000 ad impressions are reached by less than 1000 ad plays. Next is the model of buying a proportion of the total ad inventory of a DOOH screen in Kolkata. The ad buyers also wish to buy a specific proportion of the daily ad coverage of a DOOH screen or multiple DOOH screens of a network or an area. Lastly, ad buyers also prefer to play brand ads on a loop. Brand content and ads play repeatedly after a said amount of time on a digital screen. Thus, the same content is played in a recurring fashion for ‘n’ number of times a day in a loop. So, to register more brand impressions, ad buyers or ad agencies buy several ad slots in a single loop.

The rapid digitization and internet access has impacted the advertising industry as well. Though India is at an initial stage in cultivating clarity and building infrastructure for DOOH advertising, 2020 saw 40% of outdoor budget invested in digital outdoor advertising. Similarly, the evolution of programmatic has also swung in favor of digital advertising media as ad buyers are embracing the potential of the digital outdoor media marketing with programmatic.

Digital screens used in DOOH ads can be placed at various locations like Airports, shopping malls, bus terminals, railway stations and busy bus shelters.

Usage of programmatic advertising in DOOH ads in Kolkata is on the rise as the demand for highly targeted and relevant ads is on the rise. Ads to consumers can be customized and presented based on the parameters like weather, time of the day and surrounding locations.

As far as Digital out-of-home advertising is concerned, Indian ad industry is at very nascent stage when compared to Europe and American counterparts. However, with fast paced changing landscape with usage of technology to provider better value of money to advertisers, India is increasingly adopting DOOH ads especially in metropolitan cities like Kolkata.

Digital billboards and signage industry in Kolkata seem to be the current idea whose time has come and can't be ignored or stopped for OOH industry in India. The glorious and attractive display screens can already be seen at most of ambient locations like Malls, Airports and various stores.

With audience targeting using various digital platforms, the path for integration of smart data driven decisions with real life DOOH screens is set clear. With prerequisites in place, the dream of automated media planning and media buying can soon be a reality in Indian advertising markets.

Yes. By combining the existing touch screen technologies with the Digital OOH screens in Kolkata can prove to be a value ad for consumers especially where demand of certain info is high in areas like railway stations, bus stands and public spaces regarding Route, timings and other useful information.

Some of the key driving factors of the DOOH outdoor advertising industry are the medium’s agility, measurability, contextual advertising, mobile integration, unified social and digital media platforms, flexibility, networked Digital OOH screen advertising, attractive content, programmatic approach, AI and AR, GPS, cloud technology, growing infrastructure, rapid growth of consumer goods market, zero expenditure and hassle on printing and mounting, etc.

The DOOH screen advertising is driven by the increasing demand for fast-paced creative brand content. So, the major drivers of the Digital Out of Home ad industry in India are: IT and Telecom, Entertainment, Healthcare, Consumer Goods and retail, Real Estate, Automotive and Transportation, Beauty, Travel, FMCG, etc.

DOOH advertising has two major platforms. They are: i) DPN – Digital place-based networks (DPN) and ii) DBB – Digital billboards, signage, and hoardings.

The DOOH screens usually operate from 8 A.M. to 8 P.M, i.e., 12 hours on a daily basis where ads are played for 180 to 200 times a day. Also, there are DOOH screens available which give more playback time and can even play brands ads for a full 24 hours.

The lead time for Digital Out of Home screen advertising is a minimum of 3 days.