Brushing away all the apprehensions on the future of OOH in India, Payne started with calling India's OOH as 'robust' compared to other media mix thus proving to be a breeding ground of many OOH formats in years to come. He cited the examples of London Underground and some of the major airports of the world and how they have evolved to leverage on the opportunities via OOH. Payne also suggested newer thoughts like static digital media and integrating mobile technologies like QR codes, geo-fencing etc within out-of-home media. As globally OOH in smart cities show an opportunity of approx. 1.33 billion dollars, India must work towards achieving a pie, he suggested.

Taking the same sense ahead in his interactive session with Satyabrata, he sounded rather hopeful with India's promising contribution in OOH business with accelerating economy. He further suggested the associations to take more active part in this growth story and to bring digital OOH in the country more effectively.