PlusPin AIS: understanding DOOH platforms

Abstract

This project aims at understanding Digital out of Home (DOOH) as an upcoming advertisement channel. More specifically, we studied a particular type of DOOH model deployed by PlusPin – a Hyderabad based startup working in the healthcare sector and tried to provide specific recommendations for improving its value proposition. We connected with Santosh and Gopal (Co-founders, PlusPin) via Prof. Chirantan Chatterjee, and were asked to help them with two problems in particular – identifying key-benefits of their product for bigger FMCG and Pharma companies and trying to help them with pricing the product. We have tried to generalize this problem statement in an academic setting and have studied the model as a multisided platform while developing key insights into the most important parameters for the success of such an advertising medium in India.