OAC
“Relationship and data have to go hand in hand in OOH Industry”
From the changing role of relationships to the push for a common currency, Raheel Amjad, MD of JCDecaux India, shares his take on what lies ahead for OOH in a conversation with Media4Growth at Candid Chats@Backstage OAC 2026.
Raheel Amjad, Managing Director of JCDecaux India, speaks about the changing dynamics of the OOH industry in this conversation with Media4Growth at OAC 2026. Sharing his views on OAC completing 20 years, he highlights the platform’s role in bringing the industry together and keeping the conversation moving around new technology, ideas and developments.
He also shares his perspective on the industry’s shift from being largely relationship-driven to becoming increasingly data-led. While relationships remain at the heart of OOH, Raheel believes data and measurement are now essential as clients demand greater accountability and clearer outcomes from their investments.
With measurement, common currency, AI and new technologies emerging as key areas of discussion, he sees the industry making steady progress. For him, the next step is to move beyond treating measurement as a challenge and start looking at the impact it can create for the OOH business.