Posterscope India identifies programmatic DOOH as key growth driver

28th August 2019

Posterscope aims to take its business to the Rs 650-crore mark by the financial year (FY) 2021. The agency, which at present rolls out a business of Rs 450 crore and is growing 24% y.o.y for the last five years, had made Rs 350 crore in 2018.

“We are aiming to take our business to Rs 650 crore by 2021,” said Haresh Nayak, Group MD, Posterscope South Asia.

Nayak says programmatic DOOH is one of the key growth segments in the out-of-home space, adding 12% of the total revenue of Posterscope, up from 2% earlier. The agency eyes Rs 15-20 crore revenue from DOOH in FY20.

According to Nayak, the acceptance of programmatic DOOH among marketers has increased in the past two years and mature brands have incorporated it in their campaigns. “Our aim for this year is to educate newer clients about programmatic and make them invest in programmatic DOOH advertising,” he said.