Avyan Holdings partners with All About Outdoor to launch PROOH Technologies

Singapore-based Avyan Holdings has announced a joint venture with Delhi-based All About Outdoor Group to launch PROOH Technologies.

PROOH Technologies will be a pan India OOH media ad-network with 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 and CEO of All About Outdoor Group - which has more than 15 years’ experience in in Media Planning and Buying, Asset Ownership, and Media Consulting.

PROOH layers geospatial data, road traffic data and audience profile data to help discover various OOH locations where target audience coverage would be highest and further enable selection of the media site from all available options basis visibility index.

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.” 

“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,” Vishnu Mohan, Founder and Chairman of Avyan Holdings, said.

Partha Sinha, President at The Times of India Group and President of The Advertising Club, who is on PROOH's advisory board, added, "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 shall be spearheaded by Anuj Bhandari, CEO- All About Outdoor leading business areas of technology, sales and expansion across India and South East Asia. Bhandari has earlier led the asset operations of AAO since 2015.

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