‘Advertisers have shifted from buying locations to investing in integrated media solutions’

The role of an OOH media owner is changing. Brands today are looking beyond individual sites and are looking for premium locations, audience insights, flexibility and solutions that can deliver measurable impact. Outdoor Mantra Pvt Ltd is positioning itself around this shift, with a strong presence across Maharashtra, including Mumbai, Navi Mumbai, Thane, Kalyan, Pune and the Mumbai-Pune Expressway. 

“Our focus has always been on developing high-impact media that delivers maximum visibility, strategic reach, and meaningful value for brands,” said Prashant Narayan Joijode, Managing Director, Outdoor Mantra Pvt Ltd. 

According to him, the market has moved from simply buying locations to looking for more strategic solutions. “Advertisers have shifted from simply buying locations to investing in audience-driven, measurable, and integrated media solutions,” he says. 

This shift is particularly visible in the growing demand for DOOH. However, Outdoor Mantra does not see digital replacing traditional OOH. Instead, the company is focusing on bringing both formats together.  

Premium inventory remains another key focus. As advertisers become more selective about where their campaigns appear, factors such as location, visibility, execution quality and operational standards are becoming important. Outdoor Mantra believes its presence across some of Maharashtra’s key commercial markets gives it an advantage in serving brands across categories including automobiles, real estate, FMCG, retail, entertainment and fintech. 

Looking ahead, the company expects technology, creativity and data to play a bigger role in shaping OOH. For Outdoor Mantra, the next phase is not choosing between traditional and digital media, but about integrating the two to create stronger campaigns. 

Premium locations may get brands noticed. But in a data-driven OOH market, what happens around that inventory could decide what gets brands remembered. That is the space Outdoor Mantra is looking to occupy next.