Santosh P. Kumar of Innocean India to address OAC 2026 on OOH and the language of performance marketing

Santosh P. Kumar, Chief Operating Officer, Innocean India, has come on board as a speaker for the landmark 20th edition of OOH Advertising Convention (OAC) 2026, taking place on July 24-25 in Goa. 

Santosh will lead a thought-provoking session titled, ‘The ‘X’ Lingo for Competitive Edge: Will OOH Talk Performance Marketing?’, examining one of the industry’s most pressing questions, can out-of-home advertising evolve from a visibility-led medium into one that increasingly speaks the language of performance, measurement and accountability? 

With nearly three decades of experience across India, Singapore, Southeast Asia and the Middle East, Santosh brings a unique perspective shaped by leadership roles spanning creativity, media, data, technology and operations. 

As COO of Innocean India, he oversees the agency’s integrated ecosystem while driving its transformation into a future-ready marketing organisation. Throughout his career, he has built businesses from the ground up, scaled ventures into multi-million-dollar enterprises and successfully exited twice, experiences that have given him a front-row seat to the industry’s rapid evolution. 

Known for operating at the intersection of creativity, technology and data, Santosh has consistently championed transformation, helping organisations transition from traditional operating models to AI-first and technology-led frameworks. He has also built centres of excellence from scratch and delivered growth in markets often defined by complexity and disruption. 

At a time when marketers increasingly demand measurable outcomes, attribution and sharper accountability from every medium, his session is expected to spark an important conversation around OOH’s next phase of evolution. 

As the industry grapples with questions around audience measurement, data-led planning and the growing influence of digital capabilities, Santosh’s insights promise to offer a fresh perspective on whether out-of-home can successfully adopt the principles of performance marketing without losing its inherent strengths of scale, creativity and cultural impact. 

OAC 2026, the 20th edition of the most anticipated event in the Indian OOH industry, will bring together leaders from across media, marketing, technology, and advertising to explore the intersections shaping the future of the OOH industry.