“AI can take OOH from screens to audiences”

Siddharth said the biggest opportunity for OOH lies in moving beyond screen-led planning towards audience-led strategies. He explained how AI and data can help identify the screens that index highest for a brand’s target audience, bringing OOH closer to the precision of digital media while enabling better measurement and ROI.

He also highlighted Lemma’s role in integrating OOH into the broader digital ecosystem through programmatic buying, allowing advertisers to manage OOH alongside mobile, video and CTV campaigns. For Siddharth, the convergence of relationships, technology and data can help the industry respond to pricing pressure, shifting budgets and the move from screens to audiences, ultimately making outcomes the key measure of OOH’s value.