If content is king, technology is the kingmaker: Ashish Limaye on how tech is reshaping the OOH experience

OOH advertising the world’s oldest and most public medium — is undergoing one of its most dramatic transformations yet. With technology redefining how audiences see, experience, and engage with outdoor spaces, OOH is fast closing the gap with new-age digital channels. 

“Technology is revolutionizing both scale and experience in Out-of-Home,” says Ashish Limaye, CEO and Founder of Craving Digital, summing up the shift that’s reshaping the medium. 

Tech turns the canvas interactive 

For decades, OOH’s strength has been its sheer scale and visual dominance — the ability to stand out in public spaces. Now, technology is enhancing that strength by adding a new dimension: interactivity. 

“Out-of-Home stands apart because of scale and experience — nothing else rivals its large-format potential or visual impact,” Ashish explains. “But with technology, we’re also introducing interactivity. Curved LED walls, anamorphic displays, and 3D installations allow brands to build deeper engagement, where people don’t just look — they participate.” 

From real-time data triggers to audience-responsive screens, OOH is no longer a static medium. It’s a living interface — and the creative possibilities are multiplying. 

The multiplier effect: from location to context 

Technology, says Ashish, has given OOH what he calls a “multiplier effect.” 

“OOH has always been about location and size. But now we can add context — creating content that’s hyper-relevant to audiences in a particular area or at a specific moment,” he explains. “From AR integrations to weather-based content, campaigns can now be both useful and immersive. Viewers can even interact with displays directly through their phones. That’s what transforms OOH from a stand-alone format into an experience-led medium.” 

This shift — from viewing to engaging — is what gives technology-powered OOH its future edge. 

The mindset roadblock 

But even as the tools evolve, adoption remains uneven. Ashish points out that the biggest challenge isn’t access to technology — it’s mindset. 

“There’s a perception that OOH doesn’t need the same creative rigour as other media,” he says. “Too often, we see print or digital assets being repurposed for billboards without any adaptation for format, distance, or context. That’s a missed opportunity.” 

According to Ashish, this disconnect stems from how agency and marketing structures have evolved. “In the past, integrated agencies adapted creatives across mediums. Now, with teams working in silos, OOH often gets the short end of the stick,” he explains. “And when the understanding of the medium is limited, budgets are the first to get compromised.” 

He’s equally candid about challenges within the OOH ecosystem itself. “There’s still a tendency to cut corners — using subpar screens, ignoring upkeep, and competing only on cost. Even local authorities don’t always enforce standards. When quality drops, the entire medium’s reputation suffers.” 

Overcoming the ‘penny-wise, pound-foolish’ approach 

Ashish believes that the resistance to investing in quality tech and creative adaptation comes from a narrow view of ROI. “There’s a stubborn perception that technology alone will fix advertising challenges,” he says. “But technology is only an enabler — it’s what brands do with it that creates value. Unless the savings from automation or AI are reinvested into better creative and execution, the impact will remain shallow.” 

He urges both media owners and advertisers to move beyond the “penny-wise, pound-foolish” mindset. “The goal shouldn’t be to cut costs, but to build better impact. If the industry can shift focus from price to value, we’ll see much stronger outcomes,” he adds. 

What great OOH content looks like 

Technology can amplify great content — but it can’t replace it. Ashish makes that distinction clear. “Content always matters, but in OOH, it matters more because attention is fleeting. Great OOH content should build a community, drive conversation, and ideally, lead to commerce,” he says. 

However, he cautions against the growing culture of creative shortcuts. “We live in an age of instant gratification — fast outputs, recycled ideas, and AI-driven templates. But without genuine insight and creativity, even the best tech will fall flat. Technology should enhance imagination, not replace it.” 

The AI factor: faster, smarter, but still human 

Artificial Intelligence, he says, is already transforming the creative workflow — particularly in visualization. “AI has democratized the design process. What used to take days — like creating 3D mock-ups — can now be done in minutes,” Ashish explains. “But it still needs human direction, context, and vision. Its true value lies in speeding up prototyping, not replacing creative thinking.” 

Looking ahead, Ashish expects AI to mature into enterprise-grade creative tools that generate contextually intelligent campaigns. “As AI evolves, it will push creators and brands to craft more unique and insight-driven work, rather than just following trends,” he says. 

The road ahead: tech with a human edge 

Ultimately, Ashish believes the future of OOH lies in blending technology with empathy. “The faster technology matures, the more important it becomes to refine human qualities like creativity, understanding, and emotional insight,” he says. 

As OOH evolves into a data-driven, dynamic medium, that balance — between innovation and instinct — will define its success. 

“In the end, technology may build the tools,” Ashish says, “but it’s human imagination that gives them purpose.”