Landmarks that think: The future of data-driven OOH

Out-of-Home (OOH) is no longer just about putting up a large billboard at a busy junction and hoping it works. It is now equal parts science and spectacle. In a world flooded with messages, it is only those that are seen, remembered, and shared that matter. And that’s where data walks in—not as a support function, but as the lead protagonist. 

“Data is not the new oil. It’s the compass for our creative ambition.” 

Location still matters—but now we know why it matters. What used to be gut feel is now guided by algorithms. A hoarding’s visibility isn’t just measured in square feet—it’s measured in real-time impressions, audience density, and net reach across specific demographics. 

OOH, when combined with big data, transforms from visibility to accountability. 

We now know: 

• Who is passing by 

• When they’re passing by 

• Where they’re coming from 

• What they’re interested in 

• And how often they come back 

That’s not just valuable—it’s transformative. 

Creating a Landmark: The Jeep Compass case study 

When we created the Jeep Compass billboard on the Mumbai–Pune Expressway, we didn’t just create the biggest billboard in India. We created a landmark—one that’s etched into the memory of every traveller on that stretch. Over 25,000 sq. ft. of branding, strategically located on one of India’s busiest corridors, targeting a demographic that lives for the road. 

What powered that choice? Data. From traffic volumes to vehicular demographics, SHARP (our proprietary AI planning tool) helped zero in on that location with surgical precision. 

“Landmarks aren’t found. They’re engineered—with ambition and analytics.” 

And the outcome? A site that’s still standing tall nearly a decade later. It made it to the Asia Book of Records, yes—but more importantly, it made it to the top-of-mind of millions of motorists. 

SHARP: Planning Landmark Sites with Precision 

At Laqshya Media Group, we built SHARP (Strategic Hyperlocal AI-powered Reach Planner) to address one of the biggest gaps in OOH: the absence of a robust audience measurement tool. 

Using AI and machine learning, it identifies not just high-traffic areas but high-relevance areas for a brand’s TG. It helps you choose the right format, the ideal number of units, and even predicts net reach, cost-per-impression, and media spillover. 

“We don’t chase footfalls. We chase fit. That’s how landmarks are made.” 

This means we can plan campaigns that are: 

• Hyperlocal yet pan-national 

• High-impact yet cost-efficient 

• Creative yet performance-driven 

From reach to resonance: The power of personalisation 

The future of OOH isn’t just large—it’s intelligent. Smart screens, contextual targeting, and real-time content delivery are already transforming global OOH icons. 

Piccadilly Circus in London today features an LED screen with facial detection and environmental sensors. It adjusts content based on the type of cars passing by, weather, and even the mood of pedestrians. 

Times Square in New York integrates pedestrian sensors and footfall data to price media in real time. Advertisers there don’t just rent screens—they rent attention windows that have been statistically modelled. 

These aren’t billboards. They are live theatres of data. 

“In the AI era, even a billboard can have a conversation with a million strangers at once.” 

As consumers, we respond to messages that feel relevant and personal. As marketers, our challenge is to make mass media feel like a direct message. That’s where intelligent OOH shines. 

The India opportunity: Building the next generation of icons 

We’ve only scratched the surface in India. Airports, metro routes, arterial roads, mall facades, and smart city hubs are all being reimagined as digital canvases. With tools like SHARP, we’re moving from anecdotal planning to algorithmic precision. 

• Want to promote a fintech product to working millennials in Bangalore? SHARP can tell you which stretches near Koramangala and Indiranagar have the highest TG overlap. 

• Launching a premium tea in Kolkata? SHARP knows which Durga Puja pandals, malls, and flyovers your TG frequents. 

• Want to dominate Tier-2 auto markets? SHARP maps the showroom zones, retail outlets, and feeder highways where OOH will not just be seen—but acted upon. 

“OOH doesn’t interrupt. It integrates. It becomes part of life. That’s what makes it unforgettable.” 

From billboards to behaviour change 

OOH can influence more than buying—it can influence beliefs. And when backed by data, it can do this at scale. 

Data doesn’t kill creativity. It sharpens it. When you know where your audience is, how they move, and what they need—you’re not guessing anymore. You’re delivering stories, solutions, and symbols that stick. 

“When data powers placement, and imagination powers content, OOH becomes immortal.” 

What makes a landmark? 

A landmark isn’t just a place. It’s a memory trigger. A narrative node. A symbol of something larger than itself. 

Whether it’s the billboards at Shibuya Crossing in Tokyo, the wraparound LEDs on Dubai’s Sheikh Zayed Road, or the Jeep installation on the Mumbai–Pune Expressway, the secret lies in one simple truth: 

“Great OOH doesn’t fade into the skyline. It becomes the skyline.” 

The Future Is Here. It’s Just Not Evenly Installed. Yet. 

We are entering an era where every city can have its own Times Square. Where every brand can own a moment in public imagination. Where landmark OOH will not be the exception—it will be the strategy. 

Let’s not wait for attention. Let’s design for it. 

Let’s not guess. Let’s know. 

Let’s not just build visibility. Let’s build legacy.