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.
Brands
Boeing appoints Barun as head of FP&A for global engineering function
Seasoned finance leader to steer budgets and strategy across global centres
BENGALURU: Boeing’s finance cockpit has a new pilot, and he is no stranger to turbulence or transformation. Boeing has appointed Barun as head of FP&A for global engineering, placing him at the centre of financial strategy for its worldwide engineering and technology operations.
Based in Bengaluru, Barun steps into a role that is as expansive as it is critical. He will serve as the primary finance lead for Boeing’s Engineering and Technology Centers globally, working closely with executive leadership to shape financial decisions, manage complex budgets, and design scalable finance processes that support the company’s growing engineering footprint.
In a note announcing his move Barun said, “I’m excited to share that I’ve joined Boeing Global Engineering. This opportunity is incredibly meaningful to me not just from a professional standpoint, but also for what Boeing represents globally.” He added that he looks forward to contributing to an organisation that continues to shape the future of aerospace and innovation.
Barun’s mandate spans strategic financial leadership, operational oversight, and stakeholder engagement. From directing large-scale budgets and schedules to influencing long-term organisational goals, the role blends financial discipline with business foresight. He will also lead cross-functional teams and partner with finance colleagues worldwide to support engineering programmes across geographies, including India.
The appointment caps a long stint at Juniper Networks, where Barun spent over a decade, most recently as finance senior manager. There, he led FP&A for global product business units and G&A functions, driving budgeting, forecasting, and long-range planning. He also played a key role in enterprise-wide transformation, including spearheading an Oracle to SAP ERP migration and building advanced analytics capabilities using tools such as Tableau and SAP Analytics Cloud.
His earlier career includes finance leadership roles at Sony India Software Centre, Cognizant Technology Solutions, and Mphasis, where he focused on financial planning, governance frameworks, and operational efficiency across global delivery centres.
A chartered accountant from the Institute of Chartered Accountants of India, Barun brings nearly two decades of experience across financial planning, digital transformation, and analytics-led decision making.
His appointment comes at a time when global engineering operations are becoming increasingly complex and distributed, requiring sharper financial oversight and agile planning. With Barun at the helm of FP&A for engineering, Boeing appears to be tightening its financial playbook as it looks to scale innovation with discipline.
