MAM
Vizeum launches consumer engagement service, ropes in Anand Kumar
MUMBAI: Aegis Media’s Vizeum India has appointed Anand Kumar as associate general manager – engagement planning for its newly launched active consumer engagement service.
Based in Mumbai, Kumar will report to Vizeum MD Indian sub-continent S Yesudas.
He moves in from Network18 Group where he was senior account group head- advertising and sales.
Yesudas said, “As the communication channel choices increase and the limited time at the consumers’ disposal further shrink, we believe we need to focus on engaging with consumers at different occasions and different state of mind based on the same strategic thread of the overall communication. Anand’s appointment is in line with this.
Passive advertising sells a particular product and makes the consumer walk to the point of sale.
However, there is a good chance that the consumer might walk out with a totally different brand because of some dynamics at the point of sale. On the other hand, had there been reinforcement of the message once again in the consumers’ mind as actively as possible just before the decision to pull out the wallet, chances are that the same brand would have been benefited. Both these scenarios call for different consumer engagements –the former talking ‘AT’ the consumer and the later, talking ‘WITH’ the consumer. Talking ‘WITH’ the consumer is all about actively engaging them at a different state of mind.”
Kumar said, “Vizeum India today is a strong and credible agency in just less than two and-a-half years. Their well articulated understanding of talking ‘At’ and ‘With’ consumers can further enhance thought leadership status. I look forward to working closely with the leadership team in Vizeum as they move to next level of aggressive growth and consolidation story.”
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
