Mungu Media launches a hyperlocal platform

OOH and DOOH industries ‘behind the times’

Mungu Media launches hyperlocal DOOH platform Photo Mungu Media
Mungu Media launches hyperlocal DOOH platform Photo Mungu Media

On 20 July 2020, Bengaluru-based Mungu Media launched what it claims is India’s largest hyperlocal digital out of home (DOOH) marketplace. The company says this is a milestone in its mission to build the country’s biggest hyperlocal DOOH advertising exchange and or programmatic advertising platform. Mungu Media has several launches that it is planning post-Covid.

Mungu Media Marketplace targets DOOH advertising agencies and DOOH media planners. Recently the DOOH industry saw the launch of two major programmatic DOOH advertising platforms. However, according to Mungu’s press release, the OOH industry and budding DOOH industry at large lacks the knowledge and knowhow of DOOH advertising and its latest technologies.

Vinay Katwe, CEO, Mungu Media, says, “Digital marketing is a window into an increasingly globalized world, with contemporary marketing in India still ‘behind the times.’ Marketing in India today places too much emphasis on marketing through newspapers and newsletters – particularly in Tier II and III cities. The idea behind Mungu Media emerged from the perceived gaps between effective marketing and publishers and advertisers’ role within this sphere.”

He adds, “Our vision is focused on bridging the gap between advertisers and publishers by establishing an innovative platform that would allow unique and accessible alternatives to traditional marketing. By establishing an alternative, accessible, and affordable marketing platform, Mungu Media would also be able to promote smaller local businesses looking for growth in more high-traffic areas.”

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

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– Naresh Khanna

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