Tribes invests in DGTOOHL to strengthen data-led outdoor advertising push
CE DESK 
Tribes Communication has announced a strategic investment in DGTOOHL, a Mobiyoung product focused on data-driven out-of-home media, as it sharpens its push into smarter and more measurable advertising solutions. The move adds programmatic digital out-of-home capabilities, real-time audience intelligence and campaign optimisation tools to Tribes’ broader media and technology ecosystem.
The investment is part of Tribes’ effort to make outdoor advertising work with the precision of digital media. By bringing DGTOOHL into its network, the agency can offer brands better planning, sharper audience targeting and improved campaign measurement across OOH formats. This is especially relevant as advertisers increasingly want proof of performance instead of relying only on visibility and reach estimates.
Gour Gupta, Chairman, Tribes, said: “We are delighted to welcome DGTOOHL- a Mobiyoung Product into the Tribes ecosystem. The OOH industry is undergoing a significant transformation, moving from static visibility to data-led, measurable impact. DGTOOHL’s strong focus on technology, programmatic capabilities, and audience intelligence complements our integrated capabilities seamlessly. Together, we will be able to deliver more precise, measurable, and impactful solutions for our clients while accelerating the evolution of OOH as a performance-driven medium.”
DGTOOHL specialises in programmatic DOOH, geospatial intelligence, mobile SDK data and live reporting, giving brands the ability to buy outdoor media using cost-per-impression models and optimise campaigns in real time. Its platform is built to make outdoor campaigns more transparent, adaptive and accountable, helping marketers track results more like they do in digital advertising. For Tribes, this creates a stronger bridge between brand strategy, experiential marketing, media buying and data-led execution.
The deal also supports Tribes’ larger growth story. The company says it works with more than 450 brands and has annual capitalised billing of over Rs 1,000 crore, showing the scale at which it is expanding across media, digital, experiential and tech-led solutions. Adding DGTOOHL could help Tribes tap rising demand for dynamic screens, location-based storytelling and performance-focused outdoor campaigns in India’s evolving ad market.
