Avyan Holdings partners with All About Outdoor to launch PROOH Tech

Singapore-based Avyan Holdings has announced a joint venture with Delhi-based All About Outdoor Group to form PROOH Technologies, a pan-India OOH Media Ad-Network with 100% audience impressions-based planning and pricing model across all OOH formats bringing a comprehensive accountability system that ensures Performance, transparency and measurement in every OOH media purchase.

PROOH is the brainchild of Ankur Rastogi, Founder & CEO of All About Outdoor Group, a well-established Indian name in the outdoor industry for more than 15 years with expertise in Media Planning & Buying, Asset Ownership, and Media Consulting. As a veteran in the OOH business, Rastogi spotted a need gap, especially post-Covid, where brands were monitoring the extent of depletion and rise in the footfall count on roads and at various other audience congregation touchpoints such as offices, malls, etc., for seeking adjustments in pre-established media pricing to lower audience count and thus envisaged PROOH as a motivating proposition for various start-ups and active brands who were all seeking more accountability in their OOH buys.

PROOH layers geospatial data, Road Traffic Data and Audience Profile Data to help discover various OOH locations where the target audience coverage would be highest and further enable selection of the media site from all available options basis visibility index. Captivatingly, PROOH enables payments towards buying billboards on the basis of Target Audience Impressions Delivered and not on Traditional “Fixed Rental” basis.

Commenting on the launch, Ankur Rastogi said, “In an era dominated by conversations on Audience measurement and ROI in OOH, PROOH enables clear unobstructed view on what’s working and what isn’t. One of my key strategic goals is to motivate brands for investing in Audience Buy instead of Billboard Buy based on dependable data, analytics, and other predictive parameters to make the right decisions and control ad-wastage, and finally enhance active and consistent adoption of OOH in media campaigns round the year and not restrict OOH just for product launches.”

Vishnu Mohan, Founder and Chairman, Avyan Holdings, added here, “While the OOH industry has seen a lot of innovations in formats and creativity, PROOH is the disruption that brings the much-needed innovation in ROI for outdoor. We see our data led model as fully scalable and hope to export this in ASEAN as a service. We needed a passionate and maverick partner with an obsession and proven capabilities and are delighted to have found one in Ankur and AAO Group.”

Partha Sinha, President, The Times of India Group, and President of The Advertising Club, who is on PROOH’s advisory board, commented, “The disruption in transparency and accountability in OOH was long due and I am pleased to have mentored and seen PROOH take the lead and kick it off in a market, where 97% of the sites are still static displays.”

PROOH’s operations will be spearheaded by Anuj Bhandari, CEO, All About Outdoor, who will lead critical business areas of Technology, Sales & Expansion across India and South East Asia. Bhandari has earlier led the Asset Operations of AAO since 2015, and managing PROOH’S OOH Media Ad-Network Business is a natural progression of his skill sets. 

PROOH Technologies (inspired from “PRO” in the OOH Media Business) is India’s first and only ‘Audience Guarantee’ OOH Media Ad-Network. It adopts modern online buying practices that transform conventional OOH media buying of billboards on fixed rental to a 100% audience impressions-based pricing model. This is supported by data-backed audience planning, measurement, proof of performance, and 100% transparency in vendor costs for all static and digital OOH assets across traditional and ambient media landscapes.