Presenting his topic on "How technology can be a game changer for the Indian OOH industry", Suresh Balakrishna, CEO, Kinetic South Asia & Middle East, shunned the belief that OOH is in a very nascent stage in terms of adopting technology. Taking example of technological tools used by Kinetic Worldwide, Balakrishna said, "Right from discussing the brief to the execution of a campaign to receiving insight, we are already using technology and I am sure other agencies are too."

According to his explanation further, technological tools like Kinetic I, SAS Kinetic etc are helping the agency to map consumer connect and social media effects. "We are also coming up with an app with audio and video recognition which can engage consumers through direct scanning process. Basically, technology should help us in three areas - relationships, transactions and ideations and we are already at it," Balakrishna concluded.