MAM
How the experiential & marketing Wowed them in 2016
MUMBAI: Last weekend was celebration time for the entire events and experiential marketing ecosystem, courtesy the WOW Asia Awards – organized by EventFAQs – which were held in New Delhi’s AeroCity. The event saw keynotes and panel discussions involving leaders in the events and marketing space both in India and Asia, numbering around 100. The purpose of the Wow Asia Awards and Summit: to help give a leg up to this rapidly expanding prong of marketing.
The Wow Asia Awards which were part of the proceedings from 23-25 saw Encompass Events taking home 16 metals followed closely by Laqshya Live Experiences that won 15 and Percept Group that won 8 metals. Wizcraft International and Encompass both won the maximum four Golds at the awards.
An agency which won two silver awards in the experiential marketing category is Vritti Media for its activities done during the Nashik Kumbh Mela for GoodKnight FastCard (small budget on ground promotion) and Emami Navratna Oil (rural activation).
Vritti director sales and marketing Rajesh Radhakrishnan says that it is a high for his company as the competition at the WoW Awards is quite tough. Says he?: “ The nominations are at par with standards, and the winning margin is quite thin. These awards underline the capabilities of Team Vritti of handling big events in a grand way”
MAM
GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
