Data-led Dooh reshapes outdoor advertising for smarter brand campaigns

NEW DELHI: India’s outdoor advertising is evolving, with brands increasingly turning to programmatic Digital Out-of-Home (Dooh) to deliver smarter, data-driven campaigns.

Dgtoohl, a programmatic Dooh platform, reports that sectors from automotive and smartphones to quick service restaurants are adopting digital outdoor screens for precision targeting, contextual messaging, and measurable impact.

Early adopters such as Jaguar Land Rover, Vivo and Tanishq are using programmatic Dooh to combine high visibility with analytics, optimising campaigns in real time. Techniques include immersive 3D anamorphic executions, time-sensitive messaging, and strategic placement on high-impact screens, leveraging audience data to reach the right consumers at the right moment.

“Brands are no longer just buying outdoor locations, they’re buying audience moments,” said Dgtoohl founder and chief executive officer Anuj Bhandari. “Programmatic Dooh allows campaigns to be measured, optimised, and aligned with real consumer movement patterns. India is moving to pDooh with 20-25 per cent of Dooh budgets by 2026.”

Dgtoohl chief business officer and partner Shivalika Anand, said programmatic Dooh transforms traditional outdoor advertising. “It brings automation, verified billable impressions, real-time triggers and audience data. Today, programmatic Dooh is a necessity for brands seeking accountability, agility and true omnichannel impact.”

With digital screens expanding across malls, corporate districts, transit corridors and high streets, outdoor media is no longer just a visibility channel. It is increasingly becoming part of a connected, data-driven marketing ecosystem.