Vishnu Mohan's Avyan Holdings and All About Outdoor partner to launch PROOH Technologies

Singapore-based Avyan Holdings has entered a joint venture with Delhi-based All About Outdoor Group to create PROOH Technologies. Avyan Holdings was founded by Vishnu Mohan, who is also partner and chief growth officer at Dept.

 

PROOH Technologies is currently operating in Delhi NCR. It aims to offer clients an audience impressions-based planning and pricing model across all OOH formats. It also looks to bring accountability that ensures performance, transparency and measurement in every OOH media purchase.

 

The agency aims to expand to the rest of India soon. 

 

PROOH is the brainchild of Ankur Rastogi, founder and CEO, All About Outdoor Group. It came about post-covid where brands were monitoring the extent of depletion and rise in the footfall count on roads, offices, malls, etc for seeking adjustments in media pricing to lower audience count. 

 

PROOH will use 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. The offering enables payments towards buying billboards on the basis of target audience impressions delivered and not on 'fixed rental' basis.

 

Rastogi said, "In an era dominated by conversations on audience measurement and ROI in OOH, PROOH enables a 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 chairperson, Avyan Holdings, said, “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, is on PROOH's advisory board.

 

He said, "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 are headed by Anuj Bhandari, CEO, All About Outdoor.