“Traditional OOH will remain, but it has to evolve with technology and measurability.”

As OOH advertising continues to evolve, Girish Ahuja believes the future of the medium lies in striking the right balance between its traditional strengths and emerging digital capabilities. While large-format OOH will continue to offer unmatched visibility and brand presence, he noted that advertisers today expect greater accountability and measurable business outcomes. According to him, integrating technology, data and syndicated measurement into traditional OOH will be essential to attracting larger advertising investments. Girish also stressed the importance of greater collaboration across media owners, agencies and industry bodies to establish common standards that build confidence among marketers. At the same time, he emphasised that technology should complement, not replace, creativity, with the two working together to create stronger brand impact and deliver better business results. 

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