“X for me is transforming from the traditional to the cutting-edge”

Speaking on the sidelines of OAC 2026, Ichiro said he was struck by the energy and openness of the Indian OOH community, particularly the way media owners, agencies and advertisers are engaging with shared industry challenges. For him, the next transformation lies in building common infrastructure, including standardised media currencies, trading rules and systems that allow different technologies and companies to work together. He also sees technology and AI as tools that can accelerate this transformation, provided they are used to build a more connected and sophisticated OOH ecosystem.