“It’s the audience that matters now, not the sites.”

OOH media owners have valuable assets. But how much more demand could these assets attract if they were supported by data and technology? This was the central question Anuj Bhandari raised during his session, ‘Unlocking OOH business growth with data and programmatic as the key’, at Gujarat Talks OOH 2026. 

Drawing on his 18 years of experience in the OOH industry across media ownership and agency operations, Anuj positioned data and programmatic as tools to strengthen existing business models rather than replace them. “You guys are champions of the business yourself. I’m just here to tell you how technology or data or programmatic can enhance what you guys are already doing,” he said. 

According to Anuj, the immediate value of these tools lies in helping media owners unlock more demand, manage inventory better and offer brands greater clarity on campaign planning and delivery. 

He highlighted how data, technology and programmatic DOOH can help media owners unlock greater demand from their existing digital inventory. His session explored the shift from location-led to audience-led planning, where screens are evaluated not just by where they are located, but by the audiences and catchments they can serve. He also outlined how geospatial analysis, audience insights and points of interest can help brands identify relevant screen networks, particularly as they look to expand into tier-two and tier-three markets. 

The session also addressed the growing role of programmatic DOOH in making digital inventory more discoverable to advertisers, enabling software-led campaign execution and offering greater visibility into delivery and reporting. Anuj clarified how programmatic buying extends beyond auctions and can complement existing direct sales relationships, while explaining how content management systems can help media owners centralise screen operations, schedule campaigns, monitor playback and generate proof of performance. He emphasised that these technologies are not intended to replace established business practices, but to strengthen them and help the OOH industry respond to changing advertiser expectations. Read the full article in the December edition of Outdoor Asia.