 Thank you so much. So first of all, I'm really excited because I think it's about the entire day has gone by and To see your room full of audiences who now by the time has a lot of insights on DOH already It gives me immense pleasure to come and talk about furthermore, which is PDOH But to start with that, I would want to touch base on the fact that as we all know Pandemic had really hit us very hard advertisers, right? And we knew as soon as that got over the first thing that got picked by clients was out of form Because everybody was stepping out of houses now and digital of course has taken it And I think that also gave a boom to OH because clients were keen to understand what more can be done So as we know out of form had always been a very powerful medium to drive any kind of interaction or engagement or even an impact But the cutest question here is that how do we you know kind of segregate DOH? And I'm sure since morning you have been hearing about it We know that it's better for planning purposes activation can be good done in a great manner It's very agile execution is very much exception in terms of audience-based targeting You can go ahead with dynamic creators and we have already seen India doing that a lot by now And lastly your results are you know directly linked to business impact But again the question is that are we already asked at the evolution and is that enough? So the world here is now which is yes evolution of DOH is now PDOH And while I have some very crisp 10 to 15 slides with me But I expect this to be a very open conversation And if you have any questions, I'd be very happy to take that and I'm a person who talks in a very layman language Which I'll do even today So you can while keep on reading the slides, but I'll talk very layman. Yeah So when I talk about see I'm a person of programmatic So when we talk about DOH, I always hear this from clients that DOH where you're now going is programmatic do it. How is that different a B. They say is that an extension of out-of-home? Why do I put money on programmatic if I have to pay certain fees because then you know if you're talking about programmatic? DSP SSP technology comes into role play So clients are not very keen for that because of course that's an additional cost to it So I want to really focus on the fact that when entire world is talking about audience-based targeting That's only for the fact because you want to avoid your leakage your impressions But if we take ourselves back 10, you know, 10 years ago Which is how maybe TV or even newspaper used to be seen right that why do I do digital ads? Why do I do YouTube? Why do I do OTT or for that matter online news when I already have something in an impactful manner But if you are showing your ads to everybody and anybody without targeting You may call it a cheaper manner that it's a fixed cost for you But that's also an overexposed expression and maybe a wastage for you, which you don't want to do So if you can buy something bases your audiences, that's a direct saving to you in a long term definitely and today When we talk about our market as you know And there's no more a market which is not evolving and I'm really happy to share that Across the globe India is the second largest and leading market when it comes to programmatic So when we talk about that kind of scale where and it's true. It's no other market It's India where most of the innovations are seen where clients are moving towards programmatic at such a such a speed 40% of digital spends are moving programmatic So that's the speed at which we are running across you have seen post pandemic connected TV has gone that way Which is where DOH is also going now. So the evolution of DOH is programmatic DOH and Please don't go by any kind of words here, right? They may be very complex to understand but the ecosystem is very easy and that's why I'm here for right So for clear terms that you see on the on the on the screens are use audience-based planning, which is not a tool in a Specific manner, but anything and everything that can help you buy your impressions your visibility bases the cohorts that you want to Go for so for an example if your clients are doing a campaign No client does a campaign which is only TV specific or only out of home specific or only digital specific They cut their budgets, but definitely their dream is to go for a reach and to buy all of it in a very cumulative manner Which is only possible when the source of activating campaign is one which is it where programmatic plays a role for you So if I am a market here where I'm running my campaign and I have a budget to you know Go for that and as we all have seen it even you know for out-of-home clients They're always talking about ROI and no matter how much we hate it But even for all branding campaigns impactful campaigns Performance as a word is now getting tagged along. So when you talk about performance clients are really asking you that okay I'm spending my money. It's my advertising budget, but what am I getting in return? So to get in return what you really want is a return on investment So out-of-home the future why am I saying programmatic out-of-home? It does not even help you only on measurement accountability because you can do that on digital out-of-home also But the thing is when you talk about efficiency, how do you how do you build on that? For every campaign eventually the agenda is reached and they want to lower it down So just imagine a world where you can buy all your digital campaigns Which is say YouTube your display e-commerce etc and club that together with your digital out-of-home and Bring on efficiency. So if a person has been exposed in ad Certainly on some certain screens on DOH when you retarget them on a mobile To take them on an offline store, which is where you can build on efficiency and prove that your channel channel is working So moving to next this is again one of a capability which you can find so when I say audience based planning capability I did not mean a cohort in terms of you know interest based targeting or a keyword based targeting but a USP which Certainly DOH carries which may be not other channel carries which is a location based targeting and as you know a lot Many changes are happening in India, especially around our privacy laws being formulated Which are gonna impact the digital landscape in a very big way the way you're a market The only solution that your digital clients are talking about is what do you do in a cookie less world? I'm sure you must have heard these jargons Now you guys are the solution because when you talk about a cookie less world from where else will you pick up the signals? Which is location based signals, which is where do it sits? So in no time you can actually expect DOH to become mainstream and a main channel of selection for clients Now for that when you're planning You're clearly saying that your audience based approach is not basis the audience interest or their behavior of their browsing But their physical locations which what do you mean by that is a location targeting? Second is understanding your behaviors as well in terms of your patterns the way you locate around a certain city Are you going to banks you go to food courts? You go to certain shopping areas that tells a lot about a user It tells about a user in which areas are they doing a job bases your everyday location pin, which is pinging right? Temporal targeting understanding the kind of weathers etc. So for an example if it's raining outside Would you want to change your AC ad concept separately for Delhi separately for Bombay? Different brands can sell it which is where the UH plays a bigger role and you don't have to manually plan that campaign Can be done in fraction of seconds using the platform Custom audiences first party data is playing a bigger role any article that you read about today Clients are just talking about you know building first party data identity resolution solutions. So which is where? If as a channel out of form DOH cannot club yourself with those capabilities It becomes a very siloed approach But when you talk about taking DOH to a programmatic capability you can club that within a custom audience Custom audience go heard so it really advances your strategy with hardly any effort It's just that what you have to do is instead of a digital out-of-home campaign You need to understand that why do you need a DSP and a SSP as a mandate to expand the horizon? So that's not an added technology on top, but I'll see a key to unlock that door for you Moving to next so that's clearly the pro the power of programmatic DOH which I call as PDOH See these four things which you call about these are the keywords where you can just say that the USP of a PDOH could be Flexible automated buying yes clearly of course. It's a real-time bidding that way it can be done What I really find find very interesting in this is pre-min inventory at scale right now I think bigger problem for OH industry is a lot of publishers in the market and for our advertiser to understand Where do I put money how and why which publisher should I pick should I pick them basis pricing? Should I pick them basis location and a lot of manual efforts are needed, but when you talk about Programmatic activation for any channel as you know platform allows you a lot of capabilities like short form videos The way we talk about video channel similarly for out-of-home you have screen limitations, right? So in the channel you can select all of it together Which allows you to a plan in a very effective manner Be do a lot of omni channel targeting and it becomes very agile activation for you This is one of the campaign which Mitsubishi had done not for India market other market But again their problem was that we are sitting on a lot of first-party data and which we are activating on display Another video inventory so how do you are just playing a role for us and what can we do with it? And as you know especially in India market also past two years We are seeing a decline in impact properties which in a way is a billboard so clients are not buying billboards anymore Or maybe I'll say inventory partners are also not building a lot of a lot on billboard for their own monetization They're moving more towards inventory audience buying now that really gives a space for impact because we don't have a lot of impact Opportunities for a client and this also I would say in my opinion a misconception that Doh or PDOH is a money that comes from out-of-home budget. I Contested sorry, but I do I feel at a client side still there are two teams And that's how budgets are segregated and they carry different expertise one is a TV team Which was a offline budget still we call that second is the online budget now with an online budget We keep on expanding and seeing what kind of properties can we take in we only had YouTube earlier within video now We have OTT also e-commerce is again a buzzing space and of course online budgets are increasing But also when it comes to impact there is not a lot and I feel like PDOH really can't fill that gap in Because PDOH is not those big big screens hoardings on the highway These are smaller screens at the airports at the banks at the metro stations Which are very much real-time which are helping target or audiences in a very immediate manner If you all have seen like I was recently, you know talking about some Membership and I could actually see that ad coming up So even I believe that even today no matter how much ban is that but bases your voice recognition Yes ads are being shown to you. So similarly if you're searching something on your phone How is it not possible that connections up, you know passing by via DSP does very much possible So you can use that so I feel that it's very under index underutilized Area where when it comes to out-of-home those teams hardly invest money on small screens When it comes to digital those screens are big screens the impactful screens But it's just that I hardly see anybody going and pitching that money from a digital team Still that money is tried to be pitched to a out-of-home team For whom the relevance is maybe very small So in my opinion, I really see PDOH sitting out of digital moneys Which is where Mitsubishi had done this campaign They wanted to utilize the first party data Which was being used here just to index audiences understand their behaviors and see what kind of sites should be activated Once they were activated using the DSP as I said using only large format as a segregation So site areas location was not given what was given is XYZ size is what we require to target our ads basis that Campaign was done and using measurement. We had seen then later How many people who got exposed to this ad later also went to the store physical store So it became an online targeting to an offline measurements campaign Very clearly a omni channel campaign went for an award as well That's one of the capability and of course that resulted in an uplift of your brand recall the store visit as well So this slide talks about the very much future of pdh also Which is marketing science in my what I call it AI As we know artificial intelligence Four years ago was just a word being talked about where AI is equal to robot is what we used to call That you know, there's going to be a robotic world will replace humans How will that play a role in media now today? That's a reality and since I am a country head for the biggest and the largest programmatic I'll see unit in India which is access So we do a lot of artificial intelligence back data optimization activation automation And how that does that play a role for you here is that We humans we require sleep. We need break. I'm here not at work, right? But AI does not do that and when we talk about campaigns if I see an ad right now all of you There's so many components behind that Ad is shown to a male in a particular geography in a particular phone When you were on a particular website Searching for a particular content. So even for one impression. I just counted seven eight Different mediums. So for every impression that that comes your way. There's so many data strings attached Which is impossible for a human eye to really catch Calculate or even optimize on which is where AI plays a role for you. It optimizes the campaign for you It builds on definitely different algorithms for you where we very different models that This is my campaign goal and at the end what I really want is x y z reach So what kind of channels do I pick? Which is what we are building as planning tools internal agency planning tools So it it formulates a media plan that 10 percent money should go on say video This property should be taking take x y z inventory size in terms of the creative formats, etc Which is where AI plays a role. So we don't call it a artificial intelligence led campaign But an amplified intelligence where a human plus AI Brings better efficiency Which is where we see Definitely do edge going forward because as I told you that do it sits on a lot of data Which is a location based data the future of it. It's what we really want to go for And when we talk about campaigns performance Is coming, you know alongside so you cannot say that it's a branding campaign is impactful campaign Every campaign has to have an ROI. So when we talk about that we need to understand that Out of form clearly is an offline world and do which is making it turn towards an online But instead of moving from offline to online it can also act as a bridge between both Not moving from one to another but being a connector for both Which means that you can drive better efficiency You can provide better omni channel led campaigns I'm not saying move out of form monies to poh or doh But what you can do is have a campaign Where programmatic digital out of form campaign can build an incremental tool for you Which can be a connector for you that. Okay. We have done a we have taken x y z out of form screens Now can we index those audiences? So let's go on to that also. I will just spend only five seconds on this slide How marketing science is basically a kind of you know helping advertisers run their campaigns as we all know Even as audiences we're always on google searching so many keywords. We're on social at least me always on instagram, right? So there's a lot of data that we're leaving for us in terms of our search queries in terms of our social browsing pattern So even for out of form all those queries all that data Is definitely a great converter for you to understand your audiences Retarget them understand in a way how a search query where you understand the particular audiences may be interesting to food So near food hubs or food courts. Can you convert that to a big screen? Creating an impact for an advertiser, which is where marketing science plays a role for you Where you write all those models and algorithms Now why I want to talk about journeys to you. I just you know mentioned this that Out of home screens when you're taking it really matters. What kind of audiences are they? So it's a tool built at group M called journeys used for all three mediums out of home do h and then p do h So for out of home journey is a tool which helps you so we have mapped all the sites in india On out of home as a majority of them Where it also combines back to the fact that what are the interest in affinities of audiences for an example In the platform, you'll choose that So i'm from deli i'll take name from deli that south deli as a region And what all screens are there and i really want to go only for audiences who are interested into food Now basis people available in those locations The high indexing audience for food it will show that within south deli say You know aims as an area is the one where you can see more foodie audiences So you can pick your website now. Sorry pick your offline site spaces that indexing score Which is where journeys is helping you another campaign was being built and pitched on same Where a client it was a moto client. They wanted to understand they said a lot of people come to my store I want to understand where do they go back? So they come to the store They do the test drive of the bike, but I want to understand where do they go back? Where do they reside my store is in malvian agar, but within the radius of five kilometers There are so many small pockets So when i'm putting my out of home because i'm putting a offer on exchange So I only want to select those out of home sites where these audiences are residing and sitting What we did we captured audiences coming in those in on that store particular store for at least a month Then we index them once we index them using a partner called life site We could understand Locations where they're coming going back every day in the evening. So clearly they're their house pockets With which we could understand that 70 percent of audiences are residing in these certain pockets And let's pick up the screens which are in those pockets to drive more conversion and more recall for the brand Which is where such tools are helping you to better plan a campaign because of course you can't buy all the sites But out of all available sites which sites are you buying? Which is the out of home campaign but becomes effective for you because it's backed by data Right similarly when you're activating a doh campaign you can use same data to activate it When you move towards programmatic you can take it further more a step ahead in terms of activating across channels Sorry, yeah So as we know, uh, the analytics suite the way we call about that offline media exposure. I just talked about Interesting here is outcome tracking. So Mostly traditional clients when I'm talking to them the concern I always heard is yes I spent my money. What is the output? What is the outcome? What am I getting if I put money on a certain planning tool? That's a cost to me. How am I benefiting it? But if you do a programmatic campaign alongside Not taking all the money, but maybe 10 percent of it you can prove the efficiency You can say that people who got exposed to my out of home screens Can I now retarget them through smaller screens? Which is maybe at the railway stations airports depending on the audience in the campaign and I further retarget them using display A digital campaign and take them towards the landing page or take them towards the offline store that you want to have And give you a proper proof of pudding in terms of what impact did this campaign lead to you? And you can also do some brand lift surveys also alongside if you want to do again another uh, just a case study for online bank on a similar methodology that I'm just talking about which is How do you drive a quality in store and an online customer visit using same methods that I'm just talking about I'll skip this in interest of time Just lastly Last slides are going on So as we say connecting off online offline campaign And my purpose today to come on the stage for this closing note is only for this that When we talk about pdo edge clients are really confused and it's not their fault because that's how market is evolving If we if we talk about 10 years down the line Uh clearly definitely pdo edge will be the basic norm But if we talk about 10 years before how it was I'm sure even to sell a youtuber or ott for any digital market here It was a great challenge like client would say why will I buy this? I have my g rps coming in I have my tv coming in and now it's so surprisingly. I mean it's great that 40 percent of the monies are going towards programmatic Of course, it is adding a lot of value. That is why monies are going there and being plowed there, right? So similarly, I feel it's a great time Especially post pandemic because that pushed a lot of us towards our behavior and activities towards digital world And when you talk about digital world, if that is very much accountable and measurable Similarly out of form as a channel is going towards the same line So I I feel that I would urge you all of you that when you're speaking to your clients or when you're planning your own strategies It's very important that you start plowing it together in both your offline budgets and your online budgets Out of form definitely should sit within the offline budget But with an online at least 10 percent of the budget should be used to experiment your programmatic DOH Marrying together with your out of form strategy And that is when you see wonders coming in the way you do with your traditional tv buying And you have your youtuber or video online advertising playing a role together with each other in a vjughal bandhi is what we call so Clearly two words is what you can pick is your digital insights and your doh insights You can club them together and then you can have a curated combination of your campaign, which is driving a bigger impact Just an example of doh with other channel that you can do Customer retargeting as I told you just an example that when you're doing a out of form campaign Why don't you club this together with doh collect audiences retarget them using display Take them towards the offline store. Take them towards the online store Which is where you talk about how do you amplify them across digital And uh, why is it only channel because you can club this together with your search and social signals So for your client out of form does not stand alone as a siloed approach But very much an integrated approach, which is why going programmatic is important And as uh, you already know that uh This is the last slide the the numbers that you see the bottom are bases some campaigns that has been done Just to identify what kind of lift can we expect? So since you could do a cross channel targeting So there's a difference an omni channel and a cross channel. The only channel is when you're buying your display otts video pdosh together is like one omni environment Cross channel is when you're taking uh insights from another channel like a search like a social We're able to understand that who are these people searching for certain keywords for this brand or they're browsing activity on social And take them back on your current campaign, which could be your pdoh that is cross channel So when you use uh audiences using a cross channel targeting that drives more efficiency Because the insights are stronger omni channel targeting is more to do uh in order to avoid duplication of each Somebody who has been exposed to a digital campaign Suppose display should not be exposed more on programmatic doh that becomes omni channel capping of audiences But when you when you want to use uh insights from a different channel like a search and social Use them on your current channel selection, which in this case is programmatic doh becomes a cross targeting channel So it is very effectively seen that when we did all of this when we moved beyond a basic Standard creative uh capabilities to a very much integrated and immersive creative capabilities We could see that doh club with mobile gave 69 higher store visits Which was different because when you talk about doh it is moving just from impact. So that's where you're saying that A lot of roi is being driven When you married doh with tv 55 higher brand lift was seen because tv as you know is known to have and give you a wider reach But when you club that with a doh you can actually now make it more accountable make it more measurable And lastly again when you did that with social again, we could notice 50 higher ad recall So that's that's about it guys I hope uh, it was insightful for you. And if you have any questions, I'm all happy to answer