OAC
“OOH is an industry that’s always thrived on innovation”
As part of Candid Chats@Backstage OAC 2026, Media4Growth caught up with Prateek Sinha, Founder & Managing Partner of TheFifth.AI, for a quick chat on why OOH’s growth story now hinges on outcome-based advertising.
How is AI changing the future of OOH? In this backstage conversation with Media4Growth at OAC 2026, Prateek Sinha, Founder & Managing Partner of TheFifth.AI, shares why the outdoor advertising industry has always stayed relevant by constantly innovating and adapting to change. He believes AI is no longer a future trend but is already delivering real business impact across the OOH ecosystem.
The candid chat also touches on the industry’s shift towards outcome-based advertising, where brands are looking beyond visibility and focusing on measurable business results. Prateek also shares his take on this year’s ‘Do the X’ theme and describes it as a powerful variable to keep evolving, challenge existing thinking, and stay open to new possibilities.
Daily Newsletter
Subscribe to receive the latest OOH
industry updates
“OOH needs to reinvent itself to stay relevant”
Starv Outreach secures five-year DOOH advertising contract at Jamnagar railway station
UPMRC invites bids for advertising rights across Kanpur Metro corridors, covering medians and civil structures
Samsung takes its foldable phone rivalry to the streets with mobile digital billboard in Toronto
M4G Talkies S2E4: Nitin Khanna of ACKO on challenger marketing, consumer trust and making OOH work harder
Puma becomes PVMA for PV Sindhu
HOCCO’s Aamchi campaign brings mango tree to Ahmedabad
District uses Samay Raina’s signature shirt to announce his live show
Blinkit in association with Kinetic India goes all Bollywood
Acclaimed Actor Manoj Joshi to deliver an inspirational address at OAC 2024
‘Let’s create an empathetic space for women’
‘It won’t just be a man’s world anymore’
‘We’re actively exploring acquisitions and working to increase our inventory’
A habit of success at Prakash Arts
‘OOH is an important channel to connect with corporate audiences’
Video Editor
Job Description: Editing videos of editorial interviews, in-house events, video podcasts, promotional videos and others based on team brief Planning...
Content Editor-Writer
Job Description: Editing daily news copies and magazine articles Writing industry research and interview based articles and client focused content...
Sales Manager (Amritsar, J&K, Chandigarh, Mumbai, Vadodara, Udaipur, U.P.)
Orango has been involved in creating, building, reviving and growing brands. Orango builds powerful connections with their customers & people...
Sales Executive
Established B2B Media and Events Group VJ Media Works is looking for sales executives
Digital Marketing/Social Media Executives
Established B2B Media and Events Group VJ Media Works is looking for the following: Digital Marketing/Social Media Executives Location: Mumbai/Bangalore...
Sales Manager – AdZ (Digital Advertising)
Estontec Group’s fast-growing adtech brand AdZ is hiring a Sales Manager to drive digital media sales and client growth. This...
Onboarding Specialist
Join Estontec Group’s transit media brand BrandonWheelz as an Onboarding Specialist, managing campaign execution, vendor coordination, and media planning across...
Operation Manager
Company Description: BajuGali an Advertisement Company is a leading firm specializing in advertising and marketing services. We provide innovative solutions...
Medimix takes its festive-season campaign to bus shelters across Mumbai, Thane and Pune
Featuring its Natural Glycerine and Sandal Glycerine variants, the one-month campaign used strategically selected bus shelters to build visibility across...
Ocean Outdoor introduces Birmingham’s biggest Out of Home banner
Nintendo is the Lancaster Circus launch partner
NEBULA by Titan takes over Mumbai with large-format OOH and a Sea Link projection for its first India store launch
The campaign is executed by Platinum Outdoor
Mia by Tanishq brings its changing calendar billboard to Bengaluru and Mumbai
The campaign is executed by Platinum Outdoor
Zouk makes a statement this Karwa Chauth with a giant traditional channi
Playing on the association between Karwa Chauth, marital bliss and thoughtful gifting, the tagline encourages husbands to celebrate their partners...
Alberta Cancer Foundation turns movie spoilers into a life-saving OOH campaign
The ‘Life-Saving Spoilers’ campaign uses iconic film and television plot twists to encourage people to get mammograms, turning a familiar...
WOW Advertisement adds eight digital OOH screens across Ahmedabad and Surat
The expansion includes seven traffic LED screens across Ahmedabad and a 41 ft × 60 ft curved outdoor LED screen...
billups celebrates its anniversary by putting its people on billboard
The campaign is participating in fifteen locations across Asia, Europe and North America, including Belgrade, Amsterdam, Brussels, Berlin, Chicago. Portland,...
PDSN Media expands corporate DOOH network with new screens at Fulcrum
The new inventory comprises two 8×8 ft digital LED screens installed across Wing A and Wing B of the Mumbai...
Dubai Mall expands its DOOH network with 1,100 sqm of LED displays
Emaar Properties has reportedly deployed approximately 1,100 sq m of LED displays across indoor and outdoor areas of Dubai Mall,...
-
Campaigns
Mia by Tanishq brings its changing calendar billboard to Bengaluru and Mumbai
-
CampaignsBlinkit and UNO Flip bring the game’s signature move to a flipping billboard in Gurgaon
-
CampaignsMuzz takes a witty approach to finding love with a series of billboards across Mumbai
-
Talks OOHInfrastructure development could take Gujarat OOH to the next level of growth