Latest news with #DOOH
Time of India
6 days ago
- Business
- Time of India
RoshanSpace BrandCom wins top industry honour for DeSync CMS innovation in DOOH storytelling
In a time where consumer attention is fleeting and urban environments are overloaded with competing brand messages, RoshanSpace tackled a major industry challenge: how to deliver multi-layered storytelling without overwhelming the viewer. Traditional DOOH often fell short when brands wanted to communicate entire portfolios or complex narratives in a short window. This challenge gave rise to DeSync CMS , a transformative, tech-enabled solution that reinvented storytelling in seconds. 'This award is not just a win for RoshanSpace, but for the future of DOOH innovation in India,' said Junaid Shaikh , MD, RoshanSpace BrandCom . 'With DeSync CMS, we've redefined how stories can be told outdoors, one screen, one story, all at once. With this win, RoshanSpace cements its position at the forefront of tech-led media innovation, redefining the potential of urban outdoor storytelling , where creativity, data, and design come together to make every second count,' Shaikh further added. What Makes DeSync CMS a Game-Changer DeSync CMS enables what RoshanSpace terms ' Synchronous Desynchronisation '; each screen in the ProDigi network plays a different creative simultaneously, choreographed within a tight 10-second window. This allows for: Full product portfolios to be showcased at a single glanceRicher, more immersive storytellingAudience engagement without message clutter This innovative approach proved highly effective across campaigns. For NIC Ice Cream, DeSync showcased different flavours across 20 screens at once, turning commutes into a delightful sensory experience. Zepto mirrored its app interface by assigning each screen a product category, achieving seamless phygital integration. Meanwhile, Birla Opus Paints used the format to display emotion-led colour palettes that transitioned through the day, transforming the flagpoles into a dynamic, mood-based colour catalogue. Each campaign was optimised using data-backed targeting strategies based on time, location, and audience movement, generating over 6.7 million impressions in just one week and an average dwell time of 4+ seconds per screen. Beyond unique creative demonstration ability, DeSync CMS delivers operational excellence through automated content distribution, real-time proof-of-play, and audience analytics, giving brands both visibility and accountability. Brand Connect Initiative This article has been produced by the RoshanSpace BrandCom Team. ETBrandEquity may or may not subscribe to the views produced in the article.
Time of India
18-07-2025
- Entertainment
- Time of India
Marketing to Gen Z in the wild: Why authenticity works better outdoors
By Tarun Pugalia Walk through any metro in India, and you'll see it: eyes up, ears open, and minds scanning the world around them not just the world in their phones. For years, marketers have raced to dominate digital feeds, but today, the real opportunity lies in the real world . Especially if your audience is Gen Z. I have spent years studying where attention truly lives and more importantly, what earns it. One thing is clear: for India's Gen Z, authenticity isn't just a preference. It's the price of entry. The Scroll-Fatigue Generation India's Gen Z nearly 377 million strong is unlike any audience we've seen before. They were born into digital, but that doesn't mean they trust it. In fact, they're the first generation to grow up questioning algorithms, curating their digital intake, and seeking real-world affirmation before making choices. They're sharp, self-aware, and allergic to the inauthentic. Flashy influencer campaigns? Often ignored. Hard-sell ads? Scrolled past. What resonates instead are messages that feel raw, honest, and part of their world not artificially dropped into it. Why Outdoors Works This is where DOOH (Digital Out-of-Home) earns its moment. When we place stories in transit hubs, gym lobbies, cafés, or campuses, we're not interrupting Gen Z. We're meeting them where they live . It's what I call 'intentional discovery': content that blends into context while standing out just enough to provoke thought, emotion, or action. Outdoor isn't background noise anymore. With smart placements and authentic storytelling, it becomes foreground value. Not Just Reach. Relevance. Let's talk numbers, briefly but meaningfully. India's OOH advertising market is booming, set to hit ₹7,900 crore by 2027, with DOOH growing faster than ever. But I believe the growth isn't just media-led it's behavior-led. We're seeing higher retention and brand favorability among Gen Z when DOOH campaigns are done right. Not because of the tech alone, but because DOOH gives brands an unskippable, physical presence. It's a reminder that you exist beyond the scroll. Authenticity is the Real Currency At our firm, we've noticed that Gen Z responds best to content that feels like it belongs not content that's been overproduced. Some of our best-performing creatives weren't the flashiest. Here's the truth: Gen Z doesn't want perfection. They want perspective. They want to know what you stand for, not just what you sell. Which is why DOOH offers a unique opportunity it's public. And what's public is permanent. That signals conviction. If a brand puts its voice on a high street LED or college canteen screen, it's showing up in the world, not hiding behind algorithms. Physical Meets Phygital We're also seeing a shift from 'just screens' to experiences. QR codes leading to Spotify playlists. AR filters that bring murals to life. College campaigns that blend physical contests with digital rewards. Gen Z wants to participate, not just observe. DOOH lets them do both. It gives them something to engage with in the moment , and something to take forward into their digital world. Less Talk, More Walk What Gen Z is demanding from brands is coherence between message and medium, between values and visuals. So, if you're a brand that talks sustainability, don't just run an ad. Use eco-friendly media surface, or better co-locate near community clean-up events. If you promote mental health, place your messaging in spaces where students might need a moment of calm libraries, study cafés, wellness centers. The key isn't just visibility. It's verifiability . Gen Z doesn't just watch; they fact-check. Final Word: From Impressions to Impact As a founder in the DOOH space, I believe we're at an inflection point. The screens may be digital, but the emotions they tap into are deeply human. And with Gen Z, that's non-negotiable. Authenticity isn't a 'nice to have' anymore. It's what determines whether your brand becomes part of the conversation or just another ad they walked past. If we want Gen Z to listen, we have to meet them where they are. Not just physically, but philosophically. Outdoors gives us that chance not just to be seen, but to be felt . (The author is the founder and managing director at Smartags.)
Business Wire
10-07-2025
- Automotive
- Business Wire
ADS-TEC Energy and MVV to Deploy Fast-charging Solutions at Retail Group Müller Locations Across Germany
NÜRTINGEN, Germany & MANNHEIM, Germany--(BUSINESS WIRE)--More than 30 ADS-TEC Energy (NASDAQ: ADSE) battery-buffered fast-charging solutions – predominantly ChargePosts as well as ChargeBoxes – will be deployed at retail group Müller locations throughout Germany. The project is being implemented jointly by ADS-TEC Energy, a global leader in battery-based energy storage and fast-charging systems, the Mannheim-based energy company MVV, and the Ulm-based retail group Müller. Over 30 ADS-TEC Energy battery-buffered fast-charging EV solutions will be installed at Müller branches across Germany by MVV Share A compelling solution for drugstore locations As part of the project, the retail group Müller is providing the locations for EV charging. The company operates a total of around 950 stores in eight countries across Europe, the majority of which are in Germany. ADS-TEC Energy's innovative, battery-based fast-charging systems enable ultra-fast charging even where grid capacity is limited. This not only fulfills the legal obligation under the German Act on Electric Mobility Infrastructure in Buildings (German: Gebäude-Elektromobilitätsinfrastruktur-Gesetz, GEIG) at Müller locations, but also creates a future-proof and convenient charging option for customers. With charging capacities of up to 320 kW, ADS-TEC Energy's charging stations offer ultra-fast charging of electric vehicles (EVs) in a matter of minutes for customer convenience. Implementation and operation by MVV MVV is responsible for the complete financing, construction and operation of the charging infrastructure as well as the associated customer service. "We at MVV have been driving forward the mobility transformation since 2018. We are gradually expanding the charging infrastructure for electric vehicles throughout the Rhine-Neckar metropolitan region and beyond. We now operate over 156 locations with more than 440 charging points," explains Ralf Klöpfer, Chief Sales Officer at MVV. "Through our partnership with ADS-TEC Energy and Müller, we are bringing innovative fast-charging solutions directly to retail locations and enabling our customers to charge their electric vehicles while they shop. This saves time, protects the environment and makes sustainable mobility even more attractive." A first: ADS-TEC Energy manages the marketing of DOOH advertising space In another first, ADS-TEC Energy is managing the marketing of the digital advertising spaces (Digital Out-of-Home, DOOH). The ChargePost systems have high-resolution 75-inch screens, which are ideal for targeted advertising at busy locations. GEIG-compliant and an attractive economic proposition By executing this project, the retail group Müller is fulfilling GEIG requirements, which mandate the expansion of charging infrastructure at buildings. Furthermore, this deployment ensures that customers have access to convenient, high-performance fast-charging solution. The combination of high-performance charging systems and digital advertising spaces creates a sustainable, future-proof infrastructure with an economic added value. 'The roll-out of an efficient charging infrastructure requires innovative approaches that go beyond mere EV charging. Our battery-based fast charging solutions enable ultra-fast charging even at locations with limited grid capacity. We are excited to work with our partner MVV to implement a sustainable and future-proof solution for Müller locations,' says Michael Rudloff, COO of ADS-TEC Energy. About ADS-TEC Energy Based on more than ten years of experience with lithium-ion technologies, ADS-TEC Energy develops and produces battery storage solutions and fast charging systems including their energy management systems. Its battery-based fast-charging technology enables electric vehicles to charge ultra-fast even with weak power grids and is characterized by a very compact design. The company, based in Nürtingen, Baden-Württemberg, was nominated for the German Future Prize by the Federal President and was included in the "Circle of Excellence" in 2022. The high quality and functionality of the battery systems is due to a particularly high level of in-depth development and in-house production. With its advanced system platforms, ADS-TEC Energy is a valuable partner for car manufacturers, energy supply companies and charging station operators. More information at: About MVV With more than 6,600 employees and annual sales of around Euro 7.2 billion in the 2024 financial year, MVV is one of Germany's leading energy companies. Our activities focus on providing a reliable, economical and environmentally-friendly supply of energy to our industrial, commercial and private household customers. Here, we cover all stages of the energy value chain: from energy generation, energy trading and energy distribution to operating distribution grids through to our sales activities and environmental energy and energy-related service businesses. We are also investing in our future grid capability, modernising our generation plants and innovative green technologies. We are pioneers of the energy transition. With our Mannheim Model, we have committed to a strategic course that will make us #climatepositive by 2035 – as one of the first energy companies in Germany. We are consistently promoting the heat transition, the electricity transition and the associated expansion in renewable generation methods, as well as green solutions for our customers. MVV is a company in the Rhine-Neckar Metropolitan Region. The MVV Group has operations worldwide. About Müller Holding GmbH & Co. KG. Müller Holding GmbH & Co. KG is represented across Europe in nine countries with over 950 stores. The company currently employs around 35,500 people and approximately 800 trainees. Müller offers around 190,000 products in the categories of drugstore, perfumery, toys, stationery, household & lifestyle, natural cosmetics, organic food, gourmet products, hosiery, handicrafts, multimedia/entertainment, and pet supplies. Forward-looking Statements This press release contains forward-looking statements within the meaning of the 'safe harbor' provisions of the Private Securities Litigation Reform Act of 1995. Words such as 'expect,' 'estimate,' 'project,' 'budget,' 'forecast,' 'anticipate,' 'intend,' 'plan,' 'may,' 'will,' 'could,' 'should,' 'believes,' 'predicts,' 'potential,' 'continue,' and similar expressions are intended to identify such forward-looking statements. These forward-looking statements include statements regarding our expected financial results for FY2024, our financial outlook for 2025, our expectations with respect to future performance and the anticipated timing of certain commercial activities. There are a significant number of factors that could cause actual results to differ materially from the statements made in this press release, including: the impact of the COVID-19 pandemic, geopolitical events including the Russian invasion of Ukraine, macroeconomic trends including changes in inflation or interest rates, or other events beyond our control on the overall economy, our business and those of our customers and suppliers, including due to supply chain disruptions and expense increases; our limited operating history as a public company; our dependence on widespread acceptance and adoption of EVs and increased installation of charging stations; our current dependence on sales to a limited number of customers for most of our revenues; overall demand for EV charging and the potential for reduced demand for EVs if governmental rebates, tax credits and other financial incentives are reduced, modified or eliminated or governmental mandates to increase the use of EVs or decrease the use of vehicles powered by fossil fuels, either directly or indirectly through mandated limits on carbon emissions, are reduced, modified or eliminated; supply chain interruptions and expense increases; unexpected delays in new product introductions; our ability to expand our operations and market share in Europe and the U.S.; the effects of competition; changes to battery energy storage standards; and the risk that our technology could have undetected defects or errors. Additional risks and uncertainties that could affect our financial results are included under 'Item 3. Key Information – 3.D. Risk Factors' in our annual report on Form 20-F filed with the Securities and Exchange Commission (the 'SEC') on April 30, 2024, which is available on our website at and on the SEC's website at Additional information will also be set forth in other filings that we make with the SEC from time to time. All forward-looking statements in this press release are based on information available to us as of the date hereof, and we do not assume any obligation to update the forward-looking statements provided to reflect events that occur or circumstances that exist after the date on which they were made, except as required by applicable law.
Bangkok Post
10-07-2025
- Entertainment
- Bangkok Post
Fan love lights up Bangkok streets
In the heart of Bangkok, digital billboards are no longer just for major corporate campaigns. Increasingly, the city's busiest intersections are glowing with cheerful birthday messages, comeback announcements and heartfelt tributes to K-pop and T-pop idols. These are funded not by agencies or labels, but by fans. Helping make these moments possible is Digital Distinct, a Bangkok-based marketing agency that brings both fan-led and brand-led campaigns to life through digital out of home (DOOH) advertising. 'These ads aren't just placements. They're emotional statements,' says the Digital Distinct team. 'Whether it's a fanbase showing love for an idol or a brand wanting to connect with audiences in meaningful ways, we help make sure their message gets seen.' For Fans, By Fans Fan support ads have become a vibrant part of global idol culture, and Bangkok is now one of the movement's key cities. Digital Distinct partners with fan communities across Thailand and abroad to plan and execute campaigns that appear in high-visibility locations like Siam, Asok and Victory Monument. Whether it's an idol's birthday, concert appearance or comeback celebration, these campaigns are a way for fans to express their devotion and feel closer to the people they admire. 'Fans care deeply about their idols,' the company explains. 'These campaigns are their way of giving back and saying thank you. When it goes up on a screen in the middle of Bangkok, that feeling becomes real and unforgettable.' The agency provides comprehensive support throughout the process, handling content formatting, location scouting, scheduling, regulations and reporting. Brands See the Light Too While fan-led campaigns are at the heart of this movement, brands are also tapping into DOOH advertising to engage with audiences. The company says the process for brand campaigns mirrors that of fan-led ones: identifying the right location, crafting tailored messaging, managing creative assets and ensuring visibility in the right areas. From beauty brands linked with idol promotions to product launches timed with concerts or fandom celebrations, DOOH also offers a flexible and attention-grabbing format. At its core, the work is about bringing people closer. Closer to the idols they love, the communities they're part of, or the moments that matter. 'There's something special about seeing your message on a screen in the middle of Bangkok, especially when it's something personal,' the team says. 'For fans, it's love. For brands, it's impact. For us, it's about making those moments possible.'
Campaign ME
07-07-2025
- Business
- Campaign ME
How AIOO is turning cities into real-time media platforms
We've digitised everything: Television, radio, retail and, even, fridges. But despite the onward march of pixels across cityscapes, out-of-home (OOH) media has remained frozen in time. Screens got flashier, but not smarter. They still broadcast the same message to everyone, regardless of who's walking by. That's the gap AiOO is closing. BUILT FOR THE REAL-TIME CITY AiOO isn't a dashboard; it's an ecosystem. At its core is Audience-Eye, an anonymised audience intelligence engine that analyses and understands in real time the audience present in front of a screen, demographics, behavioural signals and intent clusters. No facial recognition. No tracking. Just smart, privacy-first audience data that turns public space into engaging contextual media. This engine powers real-time content and campaign delivery decisions. The moment someone steps into view, AiOO decides what message they see. It's media that adapts to people, not the other way around. And this isn't vapourware. AiOO is already live across Dubai's metro, malls and supermarkets. Screens are reacting. Campaigns are learning. Audiences are being addressed, not assumed. THE DUBAI ADVANTAGE AiOO was born in a city that doesn't prototype slowly. Backed by 25 years of legacy from W Group Holding and first deployed across Hypermedia's vast digital-out-of-home (DOOH) network, the tech reflects Dubai's broader philosophy: build fast, scale globally. But AiOO isn't stopping at the city's borders. Through its global SSP infrastructure, AiOO is rolling out internationally, giving agencies and advertisers worldwide access to real-time audience-targeting at urban scale. This is Dubai's smart city playbook, exported. FROM SCREENS TO SIGNALS: A NEW MARKETPLACE With AiOO, advertisers aren't just buying media, they're bidding on live, verified qualified audiences. The platform's Campaign IQ engine uses behavioural clustering and predictive modeling to automate standard and programmatic DOOH (pDOOH) campaigns, planning and delivery. AiOO and SSP dynamically price impressions based on audience composition and demand, turning fleeting urban attention into a liquid, measurable asset. It's not about slots. It's about moments. WHY IT MATTERS In a world where AI can spin up ad creatives in seconds and target people across applications and devices, it's absurd that the physical world still broadcasts like it's 1999. AiOO closes that loop. It makes the public screen responsive. Alive. And, ultimately, it reimagines what a city can be. Not just smart. Conversational. By Hammad Benjelloun, CEO, AiOO
