MAM
Data-led Dooh reshapes outdoor advertising for smarter brand campaigns
Data-led screens bring precision, measurability and context to outdoor ads
NEW DELHI: India’s outdoor advertising is evolving, with brands increasingly turning to programmatic Digital Out-of-Home (Dooh) to deliver smarter, data-driven campaigns.
Dgtoohl, a programmatic Dooh platform, reports that sectors from automotive and smartphones to quick service restaurants are adopting digital outdoor screens for precision targeting, contextual messaging, and measurable impact.
Early adopters such as Jaguar Land Rover, Vivo and Tanishq are using programmatic Dooh to combine high visibility with analytics, optimising campaigns in real time. Techniques include immersive 3D anamorphic executions, time-sensitive messaging, and strategic placement on high-impact screens, leveraging audience data to reach the right consumers at the right moment.
“Brands are no longer just buying outdoor locations, they’re buying audience moments,” said Dgtoohl founder and chief executive officer Anuj Bhandari. “Programmatic Dooh allows campaigns to be measured, optimised, and aligned with real consumer movement patterns. India is moving to pDooh with 20-25 per cent of Dooh budgets by 2026.”
Dgtoohl chief business officer and partner Shivalika Anand, said programmatic Dooh transforms traditional outdoor advertising. “It brings automation, verified billable impressions, real-time triggers and audience data. Today, programmatic Dooh is a necessity for brands seeking accountability, agility and true omnichannel impact.”
With digital screens expanding across malls, corporate districts, transit corridors and high streets, outdoor media is no longer just a visibility channel. It is increasingly becoming part of a connected, data-driven marketing ecosystem.
Brands
Unilever nears $60bn merger of its food arm with spice giant McCormick
A cash-and-stock deal, structured to be tax-efficient, could be announced as early as this week, but the ink is not yet dry
LONDON: The world’s condiment cupboard is about to get a whole lot more consolidated. Unilever, the Anglo-Dutch consumer goods giant, is closing in on a deal to carve out a large chunk of its food business and merge it with McCormick & Company, the American spice-maker, creating a combined entity worth roughly $60bn, according to a report by the Wall Street Journal.
The proposed transaction would be structured as a cash-and-stock deal, with Unilever shareholders expected to retain about two-thirds of the new entity. A cash component of approximately $16bn is set to be included. The vehicle of choice is a Reverse Morris Trust, a structure beloved by corporate lawyers for its ability to shield such transactions from US federal income taxes.
Not everything is on the table, however. Unilever has made clear that its India operations would be excluded from the arrangement, preserving one of its most prized and complex emerging-market businesses from the merger’s reach.
If finalised, the deal would rank among the largest consolidations the global food industry has seen in years, yoking together two of the biggest names in packaged foods and seasonings. The combined group could significantly bolster its clout in international markets, particularly in branded consumer products.
Unilever, though, is playing it carefully. The company reiterated that talks are continuing and that final terms have yet to be agreed, adding that it would provide further updates as negotiations progress.
Watch this space, but do not reach for the mustard just yet.
