Latest news with #OOH
Time of India
6 days ago
- Business
- Time of India
Signpost India appoints of Roch D'Souza as chief strategy officer
Signpost India , a digital out-of-home (DOOH) media tech company, has announced the appointment of Roch D'Souza as chief strategy officer (CSO). With over two decades of experience across iconic brands and industries, D'Souza brings a wealth of expertise in marketing, strategic planning, and business transformation . His leadership spans retail, media, digital, and consumer-focused sectors, where he has reimagined business models to deliver measurable growth. In his new role, he will report to Shripad Ashtekar , managing director of Signpost India, and will be responsible for spearheading the company's next phase of growth through innovation, customer-centric strategies, and scalable partnerships. 'With a proven track record of building future-ready brands and driving global impact, Roch is an invaluable addition to our leadership team,' said Shripad Ashtekar, MD, Signpost India. 'We were looking for a leader who could inspire teams, execute with precision, and elevate our mission of transforming urban landscapes . Roch brings a rare combination of traditional brand wisdom and deep digital insight that aligns perfectly with our vision.' Signpost India serves over 1,500 brands across more than 90 industries, offering immersive, AI-powered media solutions at key consumer touchpoints—ranging from workplaces and transit hubs to shopping centres and entertainment zones. Commenting on his new role, D'Souza said, 'Signpost India is on a phenomenal trajectory, leveraging technology, creativity, and data-driven insights to shape the future of OOH. I'm excited to contribute to this transformation and unlock new possibilities for brands, cities, and communities alike.' D'Souza's appointment underscores Signpost India's commitment to delivering future-ready media ecosystems that are intelligent, impactful, and truly urban in scale.
Campaign ME
04-07-2025
- Business
- Campaign ME
The global DOOH explosion is here
The numbers don't lie: Digital Out-of-Home (DOOH) advertising is experiencing unprecedented growth that's reshaping the entire advertising ecosystem. Global DOOH market value surpassed $27.5bn in 2024, up from around $24.3bn in 2023, and is projected to exceed $74bn by 2032. This isn't just growth – it's a fundamental transformation of how brands connect with consumers in the physical world. What makes this particularly compelling is the velocity of change. According to WARC, global investment in DOOH grew by 15.0 per cent in 2024 and is projected to increase a further 14.9 per cent in 2025, reaching $17.6bn. We're witnessing sustained double-digit growth in a mature advertising market – a clear signal that DOOH has evolved from an experimental channel to a strategic imperative. The DOOH ecosystem Traditional DOOH accounts for 94 per cent budget globally and in this region it is almost 98 per cent. Programmatic is an emerging trend but has many gaps. While programmatic DOOH has captured headlines globally, it's important to recognise its current scale in the Middle East context. Programmatic represents approximately 2 per cent of GCC DOOH spending – a small but growing segment of what remains a predominantly direct-buy market. The gradual programmatic adoption means that brands can focus on mastering DOOH fundamentals – creative optimisation, location strategy and audience understanding – without the complexity of automated buying platforms. The 98 per cent of spending flowing through traditional channels represents proven, relationship-driven approaches that deliver measurable results through established partnerships and market knowledge. Winning the attention war In an era of ad-blocking, banner blindness and privacy concerns, DOOH offers something increasingly rare: authentic, unblockable engagement. DOOH ranks among the top five channels consumers prefer, particularly because it involves in-person interaction, and is recognised as one of the top three channels capturing consumer attention most. The technological sophistication driving this preference is remarkable. Modern DOOH campaigns leverage contextual intelligence – adapting creative content based on weather, time of day, local events, and even real-time traffic patterns, traffic trends and historical performance. Perhaps most significantly, DOOH addresses the industry's biggest challenge: measurement and transparency. Research shows that exposure to any form of OOH advertising amplifies attention on private screens by 52 per cent. This 'priming effect' creates measurable lift across digital channels, solving the attribution puzzle that has long plagued outdoor advertising. The Middle East opportunity While global markets are embracing DOOH, the Middle East and North Africa region represents one of the most compelling growth stories. The MENA DOOH market is expected to reach $390.66mn in 2025 and grow at a CAGR of 16.41 per cent to reach $835.12mn by 2030. This isn't just about market size – it's about market timing. The region's unique characteristics create perfect conditions for DOOH adoption: Saudi Arabia has emerged as the undisputed leader in regional DOOH adoption, with digital formats representing an extraordinary 90 per cent of total out-of-home advertising spend in the Kingdom. This level of digital penetration is among the highest globally, positioning Saudi Arabia as a true DOOH-first market that has leapfrogged traditional static outdoor advertising. The Kingdom's approach is particularly strategic. In Saudi Arabia, there has been a notable trend towards the use of digital billboards in major cities such as Riyadh and Jeddah, with these digital displays offering advertisers the flexibility to change their messaging quickly and easily. This near-complete digital transformation means that brands entering the Saudi market must think digitally from day one – traditional static approaches simply don't align with market infrastructure or audience expectations. This flexibility aligns perfectly with Vision 2030's emphasis on economic diversification and digital transformation, with the urban population reaching 30.36 million in 2022. Meanwhile, the UAE's DOOH market represents a fascinating study in innovation and premium positioning. The UAE's DOOH advertising market is expected to reach $54.7mn by 2030, growing at a CAGR of 8.9 per cent from 2024 to 2030. What sets the UAE apart is not just market size, but market sophistication. The UAE is witnessing a surge in digital out-of-home advertising, leveraging advanced technology to engage consumers in innovative ways. Dubai, in particular, has become a testing ground for cutting-edge DOOH experiences. Why monitoring matters more than ever The explosive growth of DOOH brings both opportunity and responsibility. As marketing budgets shift toward digital channels, accountability becomes paramount. DOOH's advantage lies not just in its reach, but in its measurability. Modern DOOH platforms provide real-time monitoring capabilities that traditional outdoor could never offer: Impression verification: Proof-of-play technology that confirms when and where ads are actually displayed. Audience analytics: Detailed demographic and behavioural data about who engaged with campaigns. Cross-channel attribution: Tracking how DOOH exposure influences online search, social engagement, and purchase behaviour. Environmental context: Understanding how external factors (weather, events, traffic) impact campaign performance This transparency revolution is particularly crucial in the Middle East, where marketing leaders demand ROI accountability and performance justification. The ability to monitor campaign delivery in real-time, adjust messaging based on performance data, and provide stakeholders with granular reporting transforms DOOH from a brand-building expense into a measurable growth driver. The monitoring capabilities extend beyond campaign metrics to operational intelligence: Which locations drive the highest engagement? What times of day yield optimal attention rates? How do different creative approaches perform across various audience segments? This level of insight enables continuous optimisation that compounds campaign effectiveness over time. For regional leaders, the question isn't whether to embrace DOOH – it's how quickly they can scale their capabilities to match the pace of change while ensuring every campaign delivers measurable, transparent results. The brands that master this balance will gain not just market share, but the operational sophistication to thrive in an increasingly complex advertising landscape. By Khaldoun Zaghir, General Manager, 5th Element.
Time of India
04-07-2025
- Business
- Time of India
When ICC got bowled and South bagged a wicket
Dear Readers, Step right up, folks and welcome to the latest show in the ever-unfolding spectacle of Media & Entertainment! The spotlight's on, the curtain's rising and we're here to give you your VIP pass to the stories that are truly ground breaking. Forget the headlines you skim – we're diving deep into the plot twists, the surprising reveals, and the undercurrents that are reshaping how we consume, create and connect. Let's dig in, shall we? ICC WTC Final 2025 sees 75% ad volume drop despite record viewership: TAM adex The ICC World Test Championship Final 2025 reportedly saw a staggering 75 percent drop in ad volumes despite achieving record viewership numbers, according to TAM AdEx data. This counter-intuitive trend raises significant questions about the evolving nature of sports broadcasting monetisation. Why you should care: For advertisers, broadcasters, and media planners, this is a critical alert. Is this a one-off anomaly, or does it signal a deeper shift in how audiences consume sports and how brands engage with them? It prompts a re-evaluation of traditional ad models and the potential rise of alternative sponsorship or content integration strategies. Understanding this dynamic is crucial for optimising your sports marketing spend and maximising ROI. Read here.. How marketers are mastering brand building and performance in South India Marketers are increasingly honing their strategies to effectively build brands and drive performance in the diverse and vibrant South Indian market. The article highlights successful approaches and unique insights into connecting with audiences in this region. Why you should care: South India represents a significant and often distinct consumer base. For brands looking to expand their reach or deepen their presence, understanding the nuances of successful marketing in this region is paramount. This insights-driven piece offers valuable lessons on regional targeting, cultural sensitivity, and effective media deployment that can be applied to other diverse markets. Read to find out more about.. Need for stronger regulation and accountability for the OOH industry There's a growing call for more robust regulation and greater accountability within the Out-of-Home (OOH) advertising industry. This push aims to address issues such as data transparency, ethical practices, and standardisation to ensure a more reliable and trustworthy ecosystem. Why you should care: For advertisers investing in OOH, clearer regulations mean better transparency on campaign performance and greater confidence in their ad spend. For OOH media owners, enhanced accountability can lead to a more professionalised industry, attracting more investment and fostering innovation. This development is vital for the long-term health and credibility of the OOH sector, ensuring fair practices and fostering a level playing field. Read more.. More from this week: Instagram gone, YouTube on? Pakistani celebs blocked again, but are serials still streaming in India? Here's what we found MIB proposes local registration, conflict ban for TRP agencies Kollywood Half-Yearly report: Content trumps star power in first half of 2025 Pirates of Bollywood have producers running for cover New script unfolds in media world Tag us on LinkedIn (ET BrandEquity) with your thoughts; we'd love to hear them. Stay tuned for the next edition of the Media & Entertainment newsletter, hitting your inbox every Friday. Until next time, keep those brilliant brains churning! —Team ETBrandEquity
Time of India
04-07-2025
- Business
- Time of India
Need for stronger regulation and accountability for the OOH industry
By Junaid Shaikh For decades, out-of-home (OOH) advertising has been the heartbeat of public engagement, from towering highway billboards to eye-catching transit ads during the daily commute. In India, this sector is thriving and evolving, owing to the fusion of traditional formats with digital technology. Thanks to rising urbanization, tech-led innovations, and growing interest from advertisers, this medium is experiencing a renaissance. According to a recent EY report , India's OOH segment grew by 10% in 2024, reaching INR 5,920 crore. This growth spans traditional formats, transit media, and digital out-of-home (DOOH) . Traditional media formats grew by 12%, driven by high-impact election spends and sustained demand from sectors like real estate, retail, FMCG, and education. Transit media now contributes 28% of overall OOH revenue, riding on the back of expanding metro lines, upgraded airports, and smart bus terminals. Airports remain the crown jewel of transit media, accounting for over 50% of their revenue. Meanwhile, DOOH is quickly becoming the next frontier of outdoor engagement. In 2024, DOOH revenues hit INR 700 crore , comprising 12% of the overall OOH pie. This segment is growing at a CAGR of 24% and is projected to capture 17% of total OOH revenues by 2027. OOH or DOOH is no longer a passive awareness tool; it's a high-impact, data-augmented, and contextually relevant brand medium for marketers. They offer unmatched visibility, high-impact brand storytelling, and the ability to connect with urban, affluent audiences in real time. To sustain this growth, the ecosystem needs more than just innovation; it needs smart, future-ready governance. A fragmented industry in a connected era Despite the industry's promising trajectory, India's OOH sector continues to grapple with infrastructural and regulatory inconsistencies. As the medium becomes more digitized and dynamic, the existing gaps in policy, safety standards, and data transparency are becoming harder to ignore. Global cities have approached OOH regulation with a long-term vision, integrating ads seamlessly into urban aesthetics, but India remains a patchwork of approaches. Different cities operate like different countries when it comes to permissions, design standards, and enforcement. What's allowed in Hyderabad might be illegal in Pune. This disjointed regulatory landscape creates confusion for advertisers, municipal authorities and the public. The absence of a uniform accountability framework means that fly-by-night operators flourish alongside more ethical players. This not only compromises public safety but also affects the credibility and long-term viability of the medium. The result? Unsafe hoardings, cluttered visuals, and in some cases, tragic accidents. The path forward isn't about rigid uniformity. It's about building a principle-led, locally adaptable framework that supports innovation while safeguarding public interest. What does India need? While a unified national policy might appear efficient on paper, India's vast diversity in urban infrastructure, administrative capability, and civic aesthetics renders a one-size-fits-all approach impractical. Instead, there must be a smart decentralized model, one aligned with the objectives of the Smart Cities Mission. This model would champion integration with the cityscape, ensure urban aesthetics are preserved, and prioritize citizens' experience. Key tenets of such a framework should include strict safety compliance and mandatory structural certifications to avoid the growing risks associated with unregulated hoardings. Content guidelines must be clearly defined and enforced to maintain ethical advertising standards. Environmental checks should be non-negotiable, especially in an era where sustainability is no longer optional. Additionally, all advertising formats should align with the city's long-term development plans and visual identity. Transparency is equally critical; public access to data about media ownership, licensing, and compliance should be made readily available to encourage accountability. With this approach, stakeholders, including advertisers, media owners, civic bodies, and citizens, can operate on common ground. Conclusion Change will only come if all stakeholders step up. Authorities must commit to consistent enforcement and transparent licensing. Advertisers need to value responsible partners over the cheapest option. Media owners should invest in compliance and innovation, not shortcuts. Industry bodies must standardize practices and act as watchdogs, not just aggregators. OOH in India is on the cusp of transformation. By shifting from fragmented enforcement to a principle-driven, locally-tailored model, India can transform its OOH industry into a more responsible, safe, and aesthetically aligned extension of urban life. (The author is the managing director of RoshanSpace Brandcom. Views expressed are personal )
Campaign ME
04-07-2025
- Business
- Campaign ME
BackLite Media releases annual publication SpotLite 3.0
BackLite Media has announced the release of SpotLite 3.0, its annual publication created in collaboration with Campaign Middle East. The third edition of SpotLite brings together the voices, ideas and campaigns shaping the next chapter of Out-of-Home (OOH) media. Built around the theme of creativity and innovation, this issue reflects BackLite Media's – a subsidiary of Multiply Media Group (MMG) – commitment to lead with purpose, insight and design. In an era where the media landscape is evolving faster than ever, SpotLite 3.0 provides both perspective and direction. With a range of insightful pieces from thought leaders in the industry, from programmatic digital OOH and AI-led content management, to neuromarketing, sustainability, and luxury storytelling, SpotLite 3.0 offers a wide lens on what truly matters to our industry. Campaign highlights from brands like Dior and BMW sit alongside in-depth features on our Landmark Series and the launch of The Oryx. From high-traffic corridors like Sheikh Zayed Road in Dubai, to curated digital networks in premium malls in the UAE, every placement is an opportunity to connect with purpose and precision. This issue invites advertisers, agencies, and brands to explore how OOH can create a more meaningful impact at every touchpoint of a consumer journey. SpotLite 3.0 continues that ambition, reflecting how we see the future of OOH especially with the launch of MMG – backed by scale, driven by technology, and built for what's next.
