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While speaking of the trends that made an impact in 2024 in the OOH sector, Junaid Shaikh, Managing Director, RoshanSpace Brandcom Pvt Ltd, said "In 2024, OOH and DOOH witnessed an increase in investment and reliance as valuable media verticals. Brands have qualitatively engaged with the medium in a far more evolved manner, creating tailor-made creatives. There is now a realisation of its potential with the ‘right’ creative—uncluttered and impactful—because no other medium can provide that magnitude where the brand becomes part of the cityscape. Brands experimented with QR codes, 3D, and anamorphic designs, and these campaigns have been extremely visible, often appearing in influencers’ social media feeds. This has led to a multiplier effect with cross-media presence, a process perfected by several brands. Additionally, brands have been highly receptive to the technological halo that DOOH can deliver; for example, our Screen Sync Technology was utilised by many brands, ensuring differentiation while also acting as a crowd-puller. Brands have curated content to align with the tech specifications in which we specialise. The biggest shift is that while brands have used the medium to augment circumference mapping in relation to retail presence, they have also demonstrated a willingness to accept ‘impressions’ as the key measure of success. Media owners have increased investment in technology, screens, and measurement enhancement processes. Brands acknowledge this shift and have strongly reciprocated, further solidifying OOH-DOOH media’s reliance and presence."
He also shared his thoughts on what the emerging trends will be in 2025. He said, "The OOH sector is undergoing a significant transformation, with marketers embracing it wholeheartedly. Moving forward, they will seek distinct differences in assets that can deliver frequency and those that will provide impact. Large, colossal assets will enable brands to execute omni-channel strategies, creating beautiful content and compelling brand stories that will win them accolades and consumer acceptance. Media owners will continue to develop more tech-enabled ideas, with screens ready for API-synced communication and more. In fact, our readiness extends to trend-setting ideas through our ProDigi DOOH Network. Our screens can split content, adjust based on dwell time, desynchronise, and play a series of messages, among other features. We are keen to create unprecedented tech-driven ideas that will stir up demand in the country’s DOOH industry and model our business and products around emerging industry needs. Going forward, marketers will become more demanding about the quality of assets, their structure, symmetry, and the overall stage they create for brands. Media owners will be forthcoming in introducing new technologies and possibilities. As such, the 'people' in the industry will need continuous education on 'products'—introducing novelty in technology, screen angles, and efficiency. This is closely tied to the upkeep and lifecycle management of DOOH assets. It’s important to note that choosing the right screens for a prDOOH campaign is crucial for achieving maximum impact and meeting advertising goals, as prDOOH will gain more traction among marketers in the future."
