Talking on the theme 'How OOH helps OTT connect with the Millennials', Tarun Katial, CEO, ZEE5 India took the stage at the 15th Outdoor Advertising Convention (OAC) 2019 and underscored the importance to merge outdoor with technology for sustainable growth.

With the advancement in technologies, an enormous amount of data is available everywhere. Millennials are the biggest consumers of data and video content and are probably one of the biggest audiences of the outdoor. This is where OOH can merge with data & technology and can create a huge impact.

Agreeing to the fact that the Outdoor is going to be increasingly important in coming years, Tarun also suggested that the OOH should keep up with the new economy, real time data, digital planning’s and consumer needs as this medium is not about advertising anymore, it's more about customer acquisition.