“Automation helps you focus on selling, not just executing” – Remi Roques on the OOH industry’s next leap

While automation is often seen purely as a technology upgrade, at its heart it’s about one simple thing — helping humans work smarter. Yet, in industries like OOH, where personal interactions and long-standing relationships drive business, automation continues to face hesitation and misconception. In this conversation with Outdoor Asia, Remi Roques, VP & GM – Broadsign APAC, unpacks the real role of automation in Out-of-Home — how it complements, not replaces, the human side of business. 

That thought neatly sums up what automation can truly do for business. In the OOH space, automation has become one of the most discussed yet least implemented topics. Despite being a buzzword for years, the fragmented nature of India’s OOH ecosystem — spanning traditional and digital media owners — has meant that true automation remains an aspiration rather than a standard practice. 

Moreover, automation in OOH is often mistaken for programmatic DOOH (pDOOH). While the latter is certainly an extension of automation, the concept itself runs much deeper. At its core, automation is about enhancing efficiency, reducing manual effort, and enabling faster, smarter decisions — whether in digital or static OOH. 

In his discussion with Outdoor Asia, Remi began by defining the concept in simple terms: “Automation, to me, is the use of technology to simplify and replace manual tasks. The idea is to minimise errors, cut down endless email exchanges, and save time spent on routine activities — whether you’re a traditional or digital media owner. It ensures that everyone has access to the same data on a unified platform, allowing decisions to be made in real time. It’s simply a much more efficient way to operate.” 

Why static OOH has been slow to adapt 

Despite clear benefits, the OOH industry — especially the static segment — has been slow to embrace automation. Remi acknowledges this: “Yes, adoption has been very limited in static OOH. Many media owners still rely on manual processes, and there are a few reasons for this. Some aren’t aware of the new tools available to improve efficiency, while others believe these systems are too expensive.” 

Understanding ROI from automation 

Cost concerns are a recurring barrier, but Remi believes the long-term ROI far outweighs the initial investment. “For media owners, automation means greater efficiency, fewer manual processes, reduced errors, and more time to focus on sales. Over time, this results in higher productivity and revenue. For agencies and advertisers, automation provides transparency into inventory and pricing, along with flexibility in campaign planning. Everyone benefits from the time saved and the clarity it brings,” he explains. 

Drawing a global comparison, Remi cited the example of Australia, where automation is widely adopted across the OOH value chain. “Media owners in Australia use automated tools for content management, booking, inventory, and finance systems. As a result, per capita OOH spending there is among the highest in the world. We’ve seen clients achieve year-on-year growth of 30%, even 50% in some cases across the APAC region,” he added. 

Change takes effort — but it pays off 

Remi admits that any organisational change brings friction. “Yes, automation requires a shift in mindset and processes, and that takes time,” he said. “But the ROI on that effort is enormous. It’s the only way for a media owner to differentiate from competitors. Once you have the right tools, you can focus on selling — not just managing operations.” 

Why automation enhances, not replaces, relationships 

OOH remains a people-driven business — conversations, trust, and relationships are its foundation. So, is automation a threat to that? Remi doesn’t think so. “Human connection will always remain at the centre of business. Automation simply enables professionals to be more efficient so that they can spend more time strengthening those relationships,” he said. 

He elaborated, “Many media owners still prefer the traditional way of doing business, but the truth is — the two can coexist. Automation is not taking away the human touch; it’s giving people time to do more of what really matters — building partnerships. Even if some don’t see its value today, they soon will, especially when they see competitors adopting it.” 

The role of AI in automation 

Given the pace at which AI is reshaping industries, its integration into automation is inevitable. Remi agrees: “AI is already changing how campaigns are planned and executed. At Broadsign, we have a dedicated task force developing AI-driven tools for our internal processes. AI and automation will increasingly merge, especially in areas like campaign planning, optimisation, and performance measurement.” 

The checklist for adoption 

When asked what media owners should consider before adopting automation, Remi shared a practical checklist: “First, stay informed about what’s happening in the market and test tools that interest you. Run pilot projects to see if they fit your business. Second, calculate the real value — the ROI — that a solution can bring to your operations. Once you do that, the benefits become very clear.” 

In closing, Remi summed it up succinctly: “If you want to stay ahead, innovate, and grow sustainably, automation is not optional. It’s the way forward — for profitability, for efficiency, and for building stronger, smarter partnerships.”