One Big Idea by Mandeep Malhotra: Digitization and technology will help innovate

26 Feb,2013

By Mandeep Malhotra, President & Head, Mudra Max


It’s a difficult time for the Indian economy with slowing consumer demands and rising interest rates impacting the overall growth. This has subsequently led to cuts in the advertising budgets with the OOH sector taking the hardest hit compared to any other advertising sector. The absence of aclear tool to measure ROI’s, has led to OOH being a residual recipient of the media spends. The big thing that will shape the out of home space in future is “Digitization”. Though it is at a nascent stage in India, it is evolving. The pace of switch to digital will be significant inside the airports, railways stations shopping malls and other controlled environments. The falling prices and improving quality of flat screen display mean that static posters can be replaced by snazzy digital commercials with moving pictures, sound and sometime interactive features.


Technology will be a key ingredient in the progress and I foresee a future where the messages will be contextual to the audience. Digitization and technology has to be increasingly used to drive the media and help innovate. We hope to see a future where billboards would be intelligent enough to guess the profile of the audience by sampling through visible data and catering to ads that are relevant to the audience for example, the “make” of the car (pattern recognition) passing by will play a key role in assessing the profile of the audience.


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