MAM
Posterscope predicts disruptive growth for OOH in 2019
In unison with the seismic changes that the industry is witnessing across the media, marketing and communications community, out-of-home is also transforming at pace and is presenting many new and exciting opportunities. Consequently, 2019 is expected to be another important and exciting year for OOH in India. The expected growth rate stands to be anywhere between 12-15%.
Posterscope India, one of world’s leading location-based marketing specialist – from the house of Dentsu Aegis Network, expects disruptive growth this year which is full of events that have historically boosted advertising. These include the upcoming General Elections, the Cricket World Cup, and of course, the Indian Premier league among other marquee events.
Digital out-of-home (DOOH) inventory will continue to increase and reach the levels of respectability it deserves while its share of revenue will see a significant rise. New categories of advertisers will come to the fore and dislodge some traditionally strong advertising categories. Meanwhile, newer infrastructure will provide varied and interesting advertising options.
Below are some of the key developments that Posterscope believes will continue to drive OOH’s rapid evolution:
DATA DRIVEN OOH
Campaigns will be driven using data that go beyond demographics to online behaviour, card transactions, app usage and location analytics to decide where the OOH ads should appear.
ROI-LED OOH
ROI will be the driving force in the next 12 months. Posterscope India expects to see boundaries in OOH being pushed through digitisation, automation, scientific planning tools, machine learning and cross-media collaborations to drive and achieve returns that are in line with other media offerings.
GROWING DIGITAL OOH
With DOOH inventory increasing, advertisers can now unlock at scale the flexible capabilities of DOOH by running creative bespoke to key triggers such as time, audience and weather. Posterscope’s ROOH digital OOH exchange is pioneering efforts in this space.
CLUTTERED EVENT CALENDER 2019
The year being a particularly busy one in terms of large ticket events from sports, entertainment and even elections, we believe there will be a surge of investments from a varied base of advertisers.
LOCATION INTELLIGENCE
As locations-based marketing specialists, Posterscope India believes in its ability to act as a common thread to tie multiple data sets together to create a clear OOH story about what’s changing the way out-of-home is being offered.
SMART CITIES
A new area of urban development is upon most major cities globally, and in India, this is coined under the ever-ambiguous term and scope of ‘Smart Cities’. The way in which technology will redefine everyday tasks, transport and logistic services is now becoming a reality. Via partnerships with leading smart city development organisations, The Digit Group and DG Cities, Posterscope India is creating opportunities and encouraging brands to lean in, learn and redefine how this investment can last a lifetime.
DISRUPTIVE OOH
Consumers are now always connected with more than 90% of OOH consumers using their phone whilst OOH in each week. In addition, we spend over two hours every day on social and messaging platforms sharing the things we stumble across and catch our eye in the OOH space. Now more than ever, disruptive innovations can deliver attention and engagement far beyond where it stands in the real-world through digital sharing.
Says Fabian Cowan, Director, Posterscope India, “In a fast paced ever changing out-of-home ecosystem, having informed intelligence of what are going to be the drivers of change is critical to our offerings and client associations. We firmly believe that we have the leading technology platform, the best planning tools, the strongest data and analytics capabilities, the most advanced automation programme, the broadest and most diversified view of the out-of-home channel and, most importantly, the best people to manifest and deliver the best ooh solutions.”
Haresh Nayak, Group MD, Posterscope – South Asia adds, “As industry leaders we are driving change across the medium. Our predictions are not only based on year-long research and a close watch on trends but also based on our understanding of how cities and consumers transform with advancements in technology, access to data, infrastructural developments and evolved travel patterns. 2019 is poised to be a very exciting year for OOH and our predictions depict that amply.”
Brands
SPNI promotes Tavishi Budhiraja to vice president for HR and DEI
Longtime HR leader steps up to drive revenue teams and inclusion agenda
GURUGRAM: Sony Pictures Networks India has elevated Tavishi Budhiraja to vice president, HR business partner for revenue functions and diversity and inclusion, strengthening its people leadership across key business verticals.
In her expanded role, Budhiraja will oversee HR strategy for revenue-facing teams including ad sales across linear and digital, distribution and international business, while continuing to lead the company’s diversity and inclusion initiatives.
Budhiraja has been with the network for over 15 years, rising through the ranks from HR business partner for ad sales to assistant vice president, where she also took on the diversity and inclusion mandate. Her elevation reflects both continuity and a sharper focus on aligning people strategy with business growth.
Prior to joining SPNI, she worked with Reliance Communications as deputy manager, gaining early experience in human resources.
Announcing the move, Budhiraja said she looks forward to deepening impact and strengthening people strategies across teams, while continuing to grow within the organisation.
The promotion comes as media companies increasingly invest in talent and workplace culture to support evolving revenue models and digital expansion, making HR leadership a critical lever for long-term growth.
