The future of DOOH: Shubham Choubey on designing for impact

At the Third South India Talks OOH, Shubham Choubey, Founder and Creative Director of Zero Design Studio, presented a powerful vision for the future of Digital Out-of-Home (DOOH) media in his session titled The Convergence of Art and Technology in DOOH. Known for shaping immersive brand experiences, Shubham outlined how today’s OOH isn’t just a matter of visibility, it’s about leaving a mark. He explained that OOH isn’t just about being seen; it’s about being remembered.

That idea shaped the heart of his talk, where he argued that content isn’t just an element of a campaign, it’s the difference-maker. In the dynamic, distraction-filled world of public spaces, content has a split-second to connect. And for Shubham, that moment must capture attention instantly, contextualize the environment, and create an emotional connection.

What makes ‘Right’ content?

Shubham defined strong DOOH content as the right message, in the right place, at the right time. But it’s not just about location. It’s about being visually disruptive, emotionally resonant, and tailored to dwell time, environment, and mood. He warned against common mistakes, like designing static visuals for dynamic screens, ignoring motion paths and context, and overloading text. Less is more clarity wins attention.

Think beyond the billboard

Shubham offered a sharp content strategy checklist for DOOH creators: focus on one clear message, use high-contrast visuals, design motion with purpose, and integrate context-aware scheduling and real-world triggers like weather or traffic. He encouraged creators to stop thinking of DOOH as just another ad space. Done right, it becomes part of the viewer’s journey. Immersive content doesn’t interrupt the journey, it becomes part of it.

Content as the silent architect

He emphasized that content is the silent architect of the OOH experience. Attention is fleeting, creativity is the new currency, and smart content is what wins the screen and the street. Great OOH content doesn’t just speak to audiences it surrounds them.

Design that drives commerce

Shubham closed by reminding the audience that DOOH isn’t just a medium it’s a creative canvas. Great content doesn’t just appear, it performs. It’s commerce-ready by design, blending function with imagination. Great content doesn’t just show up. It shows off.