OAC
“Outdoor has to stop being treated as a commodity”
As part of Candid Chats@Backstage OAC 2026, Media4Growth caught up with Jayesh Yagnik, CEO, MOMS Outdoor, for a quick chat on the biggest takeaways from the convention and the future of Out-of-Home advertising.
What stood out most at OAC 2026? For Jayesh Yagnik, CEO, MOMS Outdoor, it was the industry’s honest conversations around trust, transparency and the road ahead.
In this backstage conversation with Media4Growth, Jayesh shares why the OOH industry must stop treating itself as a commodity if it wants marketers to value it differently. He believes greater integrity and transparency will ultimately help outdoor advertising earn the confidence and investment it deserves.
The conversation also touches upon the changing expectations of marketers, the continued importance of storytelling, and AI’s growing role in advertising. While AI is transforming the way campaigns are created, Jayesh believes it should be viewed as a creative enabler rather than a replacement for original thinking.