Programmatic Digital OOH (digital out of home) in India

Part
01
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Part
01

Programmatic Digital OOH India: Ad Spend

The total ad spend on programmatic digital out-of-home (OOH) in India is approximately Rs 33.3 crore ($4.7 million).

Financial Express

  • According to Indian business newspaper the Financial Express, India's current DOOH ad spending is Rs 100 crore, or approximately $14 million.
  • Per this estimate, DOOH accounts for just 2% of the overall OOH market in the country, and is expected to grow to 5% of OOH in India by 2023.

WARC

  • According to marketing publication WARC, India's current DOOH ad spending is Rs 150 crore, or approximately $21.1 million.
  • Notably, DOOH accounts for 3%-5% of the overall OOH ad market in India, and is expected to grow between 20-25% over the next five years.

Google

  • Per Matt Brocklehurst, Google APAC's programmatic and platforms marketing lead, programmatic ad spending represents 33% of all digital ad spending in India.

Market Size Triangulation

  • Using the Financial Express' estimate for India's DOOH market size, as well as Google's estimate for programmatic ad spending as a percentage of digital ad spending in India, the total ad spend on programmatic digital out-of-home in India is Rs 33.3 crore or $4.7 million.

Research Strategy

An extensive review of credible media sources, DOOH industry reports and articles by experts in the digital and OOH advertising fields was conducted to ascertain the total ad spend on programmatic digital out-of-home in India. This search was not successful in identifying directly-compiled sources for this information. This is likely due to the highly specific nature of the request, which included a specific type of advertising (programmatic), within a specific segment of the advertising industry (DOOH), within a specific country (India).

However, a deeper search into the DOOH and digital advertising industries provided sufficient information to reasonably triangulate the total ad spend for this specific market.

First, the total size of the DOOH market in India was identified through two credible sources: WARC and Financial Express. Given that the Financial Express information (published in 2019) was more recent than the WARC data (published in 2018), the information provided by Financial Express was used as the most credible and recent estimate of total ad spending on DOOH in the country.

Second, the percentage of digital ad spending in India that is programmatic was identified through one credible source: Google.

Using this information, the total ad spend on programmatic digital out-of-home in India was triangulated. Specifically, we multiplied the size of the DOOH market in India by the percentage of digital ad spending in the country that is programmatic. The associated calculation is provided above for reference purposes.

Meanwhile, forecasts related to the growth in programmatic DOOH ad spending in South Asia are available within this article for reference as helpful.
Part
02
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Part
02

Programmatic Digital OOH India: Campaigns

Three examples of programmatic digital out-of-home (OOH) advertising campaigns in India are Sony Pictures' "Spider-Man: Far From Home" movie launch, Asian Paints’ Royale Play festive campaign, and Vivo Smartphone's V17 Pro handset launch.

Sony Pictures' "Spider-Man: Far From Home" Movie Launch

  • Sony Pictures partnered with Dentsu Webchutney to launch the "Spider-Man: Far from home" movie in India using programmatic digital out-of-home (OOH) advertising.
  • The campaign involved innovative weather OOH used to introduce the Elementals, the Spider-Man Universe's most unique villains, in an interesting way.
  • Using artificial intelligence, real-time changes in temperature and weather conditions were monitored on the digital billboard which showed Spider-Man fighting the Elementals.
  • Every change in the conditions resulted in Spider-Man fighting the relevant elementals. Spider-Man fought the water elemental while it was raining, the wind elemental during windy weather in clear skies, and the fire elemental during high-temperature periods.
  • The campaign attracted 700,000 impressions in five days and experienced organic traction and several mentions on news media sites.
  • The millennial population aged 18-34years was the most reached audience.

Asian Paints’ Royale Play Festive Campaign

  • Asian Paints collaborated with Madison World’s Outdoor unit, MOMS, to carry out a programmatic digital OOH advertising
  • campaign which was part of a pre-festive campaign involving other media channels.
  • The campaign was conducted to generate a buzz in the pre-festive season for Diwali since it is a season when home and wall makeovers are commonplace.
  • Billboards located at strategic junctions in Pune, India were used with digital integrations and innovations.
  • Three dynamic creatives (red, green, and yellow) were programmed to change simultaneously with traffic lights. For instance, when the traffic light became yellow, the yellow creative was played.
  • The goal of the campaign was to portray that every moment and every mood has a corresponding color/texture of Royale Play paint.
  • Virtually every bus shelter in Mumbai was used for the campaign, and they were covered in the colors of the creatives.
  • The campaign was a huge success as it generated pre-festival buzz among customers. It reached two million people and had 7,000 exposures.
  • Asian Paints got positive feedback from all stakeholders, both internally and externally.

Vivo Smartphone's V17 Pro Handset Launch

  • Vivo Smartphone partnered with Eyetalk Media Ventures to conduct a two-month national campaign in India for its new V17 Pro handset using programmatic digital OOH advertising.
  • Top-rated cafes and pubs with TagTalk as well as premium business and tech hubs was used for the campaign. Technology and content were used to reach a digitally-driven audience.
  • Environment-centric content such as location-based live image-sharing on TagTalk as well as live technology news from Biztalk were used in the campaign.
  • The content was programmed to target young, digitally-driven and affluent urban Indians at the right place and the right time.
  • The campaign attracted more than 7.5 million impressions during peak hours. Over 1.5 million employees from large global companies such as IBM, KPMG, Cisco, EY, Amazon, Accenture, HCL, and Google were reached daily.

Part
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Part
03

Programmatic Digital OOH India: Operators

Madison World, Lemma, and Brandscope are OOH operators that have launched programmatic digital OOH ad campaigns in India. It was found that some of these campaigns were able to create up to 200,000 impressions in one day and reach a million customers within 5 days while garnering customer engagement and positive feedback.

MADISON WORLD

  • Asian Paints in partnership with MOMS, Madison World’s Outdoor unit, had launched a programmatic Digital OOH pre-festive campaign during the Diwali season in India. The message of the campaign was that there is a texture/color of Royale Play for every time and every mood in life.
  • According to an article by Adgully, a "360-degree OOH campaign was planned and executed across media such as Out-of-Home, Digital OOH, malls, corporate parks, pubs, cinema and transit formats to ensure maximum reach and desired impact." Red, Yellow and Green creatives were synchronized with the traffic lights to change into the same color.
  • The campaign was very successful and was able to create a pre-fesitival buzz among customers and had received positive feedback from both internal and external stakeholders. In addition, the campaign helped the brand reach close to 1 million consumers in the city of Pune (India) alone, in only 5 days.

LEMMA

  • SBI Life Insurance partnered with Lemma, Amnet and Google DV360 to launch India's first programmatic DOOH video campaign. This was an extension of the company's ‘Main Se Hum’ campaign in order to bring in new audiences and bridge the gap between online and offline customers.
  • The campaign was launched during the new year and enabled SBI Life Insurance to reach customers with real-time ads with relevant messaging on DOOH screens which were located across high-visibility and high-density areas. It was able to generate 0.2 million impressions in one day.
  • According to an article from Adgully, "this campaign helped to serve OOH inventory programmatically, giving more confidence to advertisers to reach their target audiences in outdoor locations. Additionally, this milestone also opened doors for advertisers to get transparent measurable results across marketing exchanges."

BRANDSCOPE

  • SKODA Auto, in association with Brandscope India and PHD Media had launched a real-time programmatic OOH campaign in India. With the help of intelligent ML-AI algorithms, the campaign utilized DOOH to serve ads based on vehicle recognition in real-time for the first time in the country.
  • Since traditional OOH advertising with its static digital screens are overlooked by people that frequently pass by, Skoda and the Brandscope’s DOOH experts created a campaign targeted at such travelers by tapping into their "real-time emotional needs and desires."
  • While the results of the campaign have not been made available to the public, the head of marketing and product, Skoda Auto India has stated that "with this campaign, we wanted to surprise our existing valuable consumers and create brand awareness among our potential consumers. We believe in pushing the boundaries with every campaign and believe that this activity did just that."

RESEARCH STRATEGY

Our initial approach was to search through news articles and media sources such as Brand Equity, Adgully, Best Media Info, and the Hindu Business Online to identify case studies of DOOH operators that have used programmatic digital OOH for their ad campaigns in India. While we did find examples of Indian brands that have successfully launched OOH campaigns, there was insufficient information relating to their success metrics and audience reactions for some companies.

We then searched through the official websites of OOH operators for company success stories/case studies relating to campaigns launched in India. While OOH service providers such as Lemma had several case studies containing information on the success of customer campaigns, the other two companies have not made this information publicly available.

Finally, with the help of news and media sources mentioned above, we searched for statements made by Indian companies and OOH operators on the perceived success of these campaigns and any information relating to the audience's acceptance/reaction to these efforts.


Part
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Part
04

Programmatic Digital OOH India: Advertisers

Vyoma Media, Madison World — Madison OOH and Dentsu Web Chutney have used programmatic digital OOH for their ad campaigns in India. They have seen increased customer engagement on social media, high number of enquiries and maximum millennial impressions, respectively.

Vyoma Media

  • Vyoma media has used and will continue to use programmatic digital OOH (DOOH) for their ad campaigns in India. They are known to use geo-fencing, programmatic as well as contextual advertising in their offering for ad campaigns; and these are recognized as disruptive technologies.
  • The company promises to maximize the use of data and digital in its displays now and in the future, while expanding its services to other transit verticals.
  • Vyoma Media used DOOH to amplify fan engagement for Delhi Dynamo’s 5th edition Indian Super League. They accomplished this by promoting match information and ticket information on smart display screens in Delhi / NCR. Fans also had the opportunity to win tickets.
  • Vyoma was thanked for their ad campaigning, which suggests that the Delhi Dynamo was pleased with the service they received and the audience response to the Indian Super League was favorable. They also used the #TogetherWeCan to describe their accomplishment in their post on Twitter.
  • In December 2018 following that campaign, Vyoma Media was given a new opportunity which involved being awarded “the digital outdoor advertising mandate to promote launch of two TVS XL100 vehicle models—TVS XL100 Comfort and TVS XL100 HeavyDuty i-TouchStart”.
  • Vyoma’s campaign aimed to raise awareness using two languages, Kannada and Hindi, at ticket counters located at railway stations in Karnataka, Bihar as well as Uttar Pradesh. Further engagement using SMS on the consumers’ phone will be based on the language they responded to.
  • TVS saw encouraging results in West Bengal as well as Bihar in the first-phase of their roll-out. Overall, the brand gained more visibility and customer engagement especially on social media pages.

Madison World — Madison OOH

  • Madison OOH has used DOOH in advertising campaigns for clients including Tata Motors and Samsung through its Platinum Communications service.
  • One of its campaigns for Tata Motors was the Consumer Activation Campaign which involved stimulating brand awareness of its Tata Xeenon Yodha which was recently launched. This was specific to markets including West Bengal, Gujarat and UP.
  • In this campaign, drivers/owners were targeted in areas such as Mandis and Industrial Belts. They were exposed to multiple engagements including a “live demo of large deck space” and collateral placement.
  • As a result of this campaign, within a month Tata Motors saw received 15,725 enquiries and had 10,662 test drives done.
  • Due to Madison World’s good reputation in bringing awareness to customers, it has retained Tata Motors as a client for many years.

Dentsu Web Chutney

  • Dentsu Web Chutney has used real-time programmatic DOOH in advertising campaigns for its clients’ advertising campaign.
  • It was the advertising agency responsible for India’s first programmatic DOOH ad campaign.
  • The company maximized on its commitment to creativity in leveraging weather conditions in real-time and artificial intelligence to familiarize the audience with content about “unique villains in the Spider-Man Universe — The Elementals” for Sony Pictures Entertainment India’s 'Spider-Man: Far From Home' campaign.
  • These were shown on outdoor billboards but were triggered by different weather events which made it contextually relevant.
  • The company’s efforts and innovation has been recognized by others in the sphere such as LEMMA who highlighted the audience response of Dentsu Web Chutney real-time programmatic DOOH campaign ads.
  • In 5 days there were 700,000 impressions made with the maximum being made with persons 18 – 34 years old and, several media sites discussed its campaign.

Research strategy

The first step was to search through reputable news sources such as Business Insider, WARC, Financial Express, and Exchange 4 Media with an effort to find information about advertisers/ ad agencies that have used programmatic digital OOH for their ad campaigns in India. We found multiple advertisers/ad agencies headquartered in India who has had success in launching programmatic digital OOH campaigns including Madison World, Vyoma Media and Dentsu Web Chutney. Many of these companies did not have specific information supporting the audience response to their campaigns, including Vyoma Media.

Our second approach was to consult the official programmatic digital OOH company website for Vyoma Media for statistics, case studies, or work history that might indicate campaigns that were launched for customers in India. We were hoping this would direct the rest of our search or provide details that could be used to triangulate a response for Delhi Dynamo.

The final strategy was to consult social media platforms and press releases/announcements for Delhi Dynamo and Vyoma Media with the hope of finding success stories written by the advertising agency or clients, improvements, customer engagement results or announcements of recognition. However, this was unsuccessful, but we found that Vyoma Media was thanked for their work in the campaign on both Facebook and Twitter.

Since we were unable to find specific information supporting the audience response to their campaigns, we assumed that Vyoma Media’s client (Delhi Dynamo) was pleased with the outcome of the service/campaign that was done for them because customer engagement was increased.

Sources
Sources