Decoding the eco-system that powers every DOOH display | Media4Growth

Rajiv Raghunath, Business Adviser, elaborated on the constituents, linkages and opportunities of the DOOH ecosystem, on day of the DDX Asia Business Conference 2025 on February 20 at the Bombay Exhibition Centre (Nesco), Mumbai.

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Setting the context for the discussions on Digital Out of Home (DOOH) Advertising, as part of the two-day DDX Asia Business Conference happening in Mumbai, Rajiv Raghunath, Business Adviser, DDX Asia, delivered an insightful session mapping the evolving landscape of digital out-of-home (DOOH) advertising. Rajiv delved into the key components, industry linkages and future opportunities shaping the sector.

A central theme of Rajiv’s session was the power of collaboration in advancing DOOH. He emphasized how the industry thrives on a network of players who come together to contribute to the ecosystem. Platforms like DDX Asia, he noted, play a crucial role in fostering partnerships, sharing resources and driving industry-wide innovation.

“There’s an entire industry behind every digital outdoor ad,” he explained, breaking down the DOOH ecosystem, which comprises media players, content management systems and display units. Recognizing this ecosystem, he pointed out, is essential—especially as it aligns with government initiatives to boost indigenous electronic manufacturing.

Technology and creativity, he elaborated, are pivotal in unlocking opportunities within the system. With the technological advancements showcased at DDX Asia and the country’s growing capabilities, the DOOH industry is well-positioned for the future, especially given its expansion beyond national borders.

Bringing this vision to life, he took the audience on a journey through innovations such as dot matrix displays, multimedia content, haptics, and contextual advertising. He also discussed the rise of programmatic DOOH, cloud-based solutions, and the integration of digital media to refine audience targeting and engagement. The ability to personalise content in an industry traditionally built on one-to-many communication, he emphasised, will be a game-changer—driven by big data and artificial intelligence.

Rajiv concluded with a look at the impressive ROI digital can generate but urged the audience to see DOOH as more than just a commercial tool. Beyond advertising, he envisioned DOOH playing a role in city beautification and public messaging, transforming into an architectural marvel—one that people would gather to admire.

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