How India’s Largest Media Holding Strengthened DOOH with SmartPlayer

Jagran Engage is the advertising division of Jagran Prakashan Ltd., the largest print media group in India. The company operates in the Out-of-Home and DOOH advertising segments and offers brands comprehensive advertising solutions across the country — from classic billboards to digital screens, transport, street furniture, and non-standard formats.

By the time the project started, Jagran Engage was already using digital formats, but the potential of DOOH was not fully realized. Content often remained generic, and managing large-scale campaigns required significant operational effort.
Several key objectives were set:

• move from “one message for everyone” to personalized advertising depending on location, context, and audience behavior;
• simplify the launch and management of complex campaigns;
• increase audience engagement and response through content relevance;
• obtain transparent analytics on impressions and performance for advertisers.

SmartPlayer made it possible to update advertising messages based on the time of day, weather, location, and audience profile. In the morning, screens displayed offers relevant to the start of the day; in rainy weather, creatives related to current weather conditions appeared. Content stopped being static and began responding to the urban environment.

Special attention was paid to interactive formats. Touchscreens and digital surfaces with interaction capabilities engaged audiences in communication with brands.

At the same time, analytical mechanics were implemented. The use of built-in cameras and sensors made it possible to collect audience data: age groups, contact time, and traffic density at different hours. This data was used for more accurate targeting and content optimization, as well as for generating reports that are clear and understandable for advertisers.

A key element of the project was location-based personalization. Screens display messages about nearby stores and dynamically update CTAs, helping brands work with the audience “here and now.”

On this basis, applied advertising scenarios were also implemented. City billboards with real-time personalization, including a Coca-Cola campaign, used dynamic names and messages. This format captured the attention of passersby and was actively shared on social media. In Uber Car-Top advertising, content changed depending on the route and the current position of the vehicle. Campaigns with weather and contextual triggers were launched for the Guinness and Google brands. Messages automatically adapted to external conditions, increasing relevance and the number of responses.

In retail scenarios, SmartPlayer is used as a navigation tool. Animated arrows and pointers to stores, including in campaigns for McDonald’s, directed pedestrian traffic and contributed to increased footfall and conversions.

Key results:

• a noticeable increase in engagement due to dynamic and contextual content that attracts more attention than static formats;
• more precise targeting and improved campaign effectiveness thanks to linking messages to place, time, and situation;
• high speed of campaign launch and changes without waiting for print cycles or complex logistics;
• transparent analytics that allow advertisers to evaluate ROI and make data-driven decisions;
• reduced operational costs due to centralized management and high scalability of the solutions.

The SmartPlayer and Jagran Engage project demonstrated how OOH can evolve from a static channel into a flexible digital tool. The combination of scale, personalization, and analytics enables brands to work with urban audiences consciously and effectively. For Jagran Engage, this became a way to increase the value of its advertising inventory and strengthen its position in one of the most competitive outdoor advertising markets.