He said these points form the best connect points with the audience when they have nothing to do. people can read a newspaper for a limited time in a local bus. Placing screens in such a setting can capture their attention for longer and help brands deliver their message. In the UK and the US, even city taxis have screens installed on the back seats to grab the attention of passengers who commute in them for an average of 15 minutes.

Misra said organised retail forms just 1-2 per cent of the entire retail market in the country. In the next three years, this market may grow to 6 per cent. with the sixfold rise, there will  be ample opportunity for advertisers to address consumers through points of purchase in supermarkets and malls.

Kamal Oberoi said that the digital medium creates lots of excitement because of its sheer placement in various settings. However, advertisers have been very reluctant to invest money in the digital OOH medium so far. They feel they are following a blind spot by advertising on digital OOH, and wonder whether people really pay attention to the messages they put up. According to Oberoi, the reluctance of advertisers can be converted into enthusiasm by creating shock and awe value with the digital medium.

Making digital OOH engaging for consumers and exciting for advertisers is the greatest challenge for digital OOH networks today. However, engagement can be achieved by making a difference with the content, the content should be tailored to appeal to the consumers and should be very specific to the environment in which it is being displayed. Oberoi urged digital networks to invest in technology which would make it possible to link digital signages with mobile phones.