Billboards are becoming more dynamic. They are smarter and connected. These can be bought programmatically. The messages can be altered in real time. These can be linked to social media. They offer dynamic and interactive content delivery.

As digital displays are visually superior, and have other strategic advantages, they cost double the rates of static displays. DOOH allows multiple brands to block slots on one display board during the day. Media owners split the cost of inventory across multiple buyers.

DOOH does not aim at sales but create awareness. DOOH displays require digital screens which are discouraged in the line of sight of traffic lights. The ads cannot be animated. DOOH is thus available in controlled environments such as malls, airports, gyms, cafes and metro stations.

The traffic police could call for dismantling the digital innovation. Some brands use TVC on digital billbrands. It is not effective.

Pune and Kolkata have digital screens on roads. Delhi and Bangalore may follow suit. Mumbai too can join later. Currently, DOOH industry is worth Rs.100 crore in India. It accounts for just 2 per cent of the overall out-of-home (OOH) media industry. There are around 1.2 lac OOH ad units in the top 30 cities of India. Around 1000 screens located in Delhi and Mumbai airports are digitally enabled. By 2023 it is forecast that DOOH will reach 5 per cent of the total OOH industry.