MAM
Data-led Dooh reshapes outdoor advertising for smarter brand campaigns
Data-led screens bring precision, measurability and context to outdoor ads
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.
MAM
Huella Services appoints Pankajj Rai as vice president – Ad sales
Media veteran with 18 years experience to lead monetisation and partnerships.
MUMBAI: When the ad game gets smarter, companies often look for someone who knows how to sell the story behind the screen. Huella Services has appointed Pankajj Rai as vice president for Ad sales, a move aimed at strengthening the company’s advertising and monetisation strategy as it expands its technology-led media offerings.
Rai brings over 18 years of experience across broadcast and digital media and will oversee monetisation initiatives for Newsroom AI, while also helping shape Huella’s next phase of development in interactive and AI-led advertising solutions.
Based in Delhi NCR, he will work closely with the founders and leadership team to align product capabilities with market needs, while driving partner development and go-to-market strategies for the company’s advertising platforms.
Rai’s career spans senior roles across some of India’s prominent media organisations. Before joining Huella, he served as business head for Wion and Zee Business at Zee Media Corporation. Earlier, he was national sales head at QYOU Media, where he led commercial partnerships and advertising growth.
His experience also includes managing commercial operations for major television brands such as Zee TV, Zee Cinema and Zee Bollywood, with responsibilities spanning North and East India.
Commenting on the appointment, Huella, co-founder and CEO Prrincey Roy said the company is strengthening its leadership team as it prepares for the next phase of growth.
“We’re thrilled to welcome Pankajj at a time when Huella is expanding both its portfolio and ambition. His depth of experience and strategic lens make him an invaluable addition as we build not just better products, but better outcomes for our partners and brands,” Roy said.
Huella Services is currently building technology driven advertising platforms that integrate AI powered content ecosystems with brand engagement, reflecting a broader shift in the media industry towards data driven and interactive advertising formats.
With Rai now leading ad sales and monetisation, the company aims to deepen relationships with advertisers while scaling its AI driven media products in an increasingly competitive digital advertising landscape.
