Revolutionising campaign management: Praphul Misra on the future of Digital Signage

In a candid interview, Praphul Misra, Managing Director of Oi Media, shed light on the company’s journey, innovative tools, and his vision for the digital signage industry in India. From managing advertising spaces for giants like PVR Inox to empowering small retailers with DIY digital signage solutions, Praphul detailed the company’s contributions to transforming ad-tech and retail experiences.  

Managing advertising assets for PVR Inox 

One of Oi Media’s standout offerings is its ERP software for managing off-screen advertising assets in cinemas, notably for PVR Inox. “Managing advertising spaces across 350-plus cinemas with over 100 spaces in each location is a complex task,” Praphul explained. The software handles space allocation, availability tracking, and campaign management with precision, ensuring efficient sales and execution processes. 

Oi Media’s system is integrated with Salesforce, enabling seamless operations for PVR’s sales team. According to Praphul, the integration allows salespeople to generate campaign proposals within seconds, akin to booking airline seats for a group. This eliminates the cumbersome reliance on spreadsheets and manual availability checks, making the process faster and more accurate. 

IAQT: simplifying campaign workflows with trust and transparency 

At the core of Oi Media’s offerings is IAQT, a versatile field application designed to manage the entire lifecycle of advertising campaigns across retail and outdoor media. Praphul described it as a “trust engine,” providing transparency and accountability at every stage. 

Here’s how IAQT revolutionizes campaign management: 

1. Requisition and recce: Campaigns begin with field managers capturing details about advertising spaces, including store addresses, geolocations, and photographs, which are uploaded through the IAQT app. The data is then reviewed and approved, after which agencies conduct detailed recces to finalize the specifications. 

1. Deployment and reporting: Once materials are produced and deployed, the app generates photographic proof of the completed setup. An AI-powered engine verifies the campaign’s compliance with the brief, analyzing images to ensure elements like branding and dimensions are accurate. 

1. Maintenance and rewards: IAQT also simplifies maintenance. Retailers can request repairs directly through the app, and brands can offer loyalty rewards to encourage compliance and continued engagement. 

By integrating geotagging, time stamped photos, and a seamless workflow, IAQT eliminates inefficiencies and ensures campaign quality. “It’s a game-changer for tracking and verifying campaigns with accuracy and speed,” Praphul shared. 

IBXD: streamlining outdoor media management 

Complementing IAQT is IBXD, a powerful workflow management tool designed for media owners and planners to optimize their OOH advertising spaces. IBXD acts as an intuitive RFP management system, simplifying inventory visualization and proposal generation. 

“Media buyers can browse inventory on a map or toggle to a list view, almost like shopping on Amazon,” Praphul explained. This feature makes it easy for planners to create and finalize campaigns, saving time and eliminating manual errors. IBXD’s integration capabilities also allow seamless communication with other tools in Oi Media’s ecosystem, ensuring the entire value chain—from inventory management to proof-of-performance reporting—is covered. 

Smart RFPs and empowering retailers 

Oi Media’s innovations don’t stop there. The company offers smart RFP tools that simplify campaign planning for brands. Buyers can interact with media inventory visually and generate proposals in real-time, streamlining the negotiation and approval processes. Praphul emphasized how this functionality enables planners to freeze campaigns faster and more efficiently than ever. 

For small retailers, Oi Media has developed DIY digital signage solutions. Using a Wi-Fi-connected Fire Stick and a mobile app, shop owners can create and manage their signage. “This solution gives retailers an edge by making them appear tech-savvy and enhancing their customer experience,” Praphul said. 

The evolution of digital signage 

Reflecting on the growth of the digital signage industry, Praphul noted its evolution since the early 2000s. While the sector faced challenges due to limited content and delivery mechanisms in its initial years, advancements in technology have transformed the landscape. “Today, with ubiquitous Wi-Fi, cloud-based systems, and accessible hardware, we’re on the cusp of greatness,” he said. 

He identified content creation as the final frontier, with generative AI playing a pivotal role in empowering users to produce relevant, brand-compliant ads. Drawing parallels with tools like Canva and Figma, Praphul expressed excitement about the possibilities for democratizing content creation. 

Best practices for digital signage success 

When asked about recommendations for successful digital signage campaigns, Praphul emphasized respecting the intelligence of the audience. “Don’t consider your customer to be stupid,” he remarked, underscoring the importance of thoughtful content tailored to specific contexts. 

For instance, he suggested static content for traffic-heavy billboards and immersive visuals for mall displays or cinemas, aligning the medium with the environment. However, he refrained from prescribing rigid rules, acknowledging the diversity of creative approaches in the industry.