MAM
US media consumption underrated: Study
MUMBAI: Each day an American spends 11.7 hours on the media, on an average. While the “least media-active person” spent 5.25 hours a day with the media, the most active spent over 17 hours.
But the catch is, the difference between how much Americans think they consume and how much they really do.
A study conducted by Researchers at Ball State University’s Center for Media Design has revealed these interesting facts. The results, published in The International Digital Media & Arts Association Journal, showed “people spend more than double the time with the media than they think they do.”
Activities like watching television, video tapes or DVDs; listening to the radio, CDs, cassettes or MP3 players; spending time on the computer, Internet, or sending and receiving e-mail; talking on the telephone or cell phone; and reading books, magazines or newspapers, were considered under the term media.
Researchers, in their attempts to gauge the daily American media consumption rate more accurately, tried to observe media interaction firsthand by simply following participants around from the time they awoke to the time they went to bed. They also used the traditional methods like phone surveys and personal diaries.
“Phone surveys reflect a person’s perception of their media use but not their actual behavior,” said a statement from the researchers. “Diaries give more detail than phone surveys, but we found observation provides much more detail than diaries,” the statement revealed.
According to the study, while in phone surveys people said they watched 121 minutes of television a day, that number jumped to 278 minutes for people recording activities in personal diaries — and 319 minutes when observed directly.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
