Creativity in DOOH: Insights by Media Owners | Part 2

If Part 1 established context, design and cultural integration as the foundation of DOOH creativity, Part 2 expands the conversation into technology, content engineering and the growing role of media owners as creative enablers. 

  Vishnu Telang, CEO, Khushi Advertising Ideas Pvt. Ltd., underscores that visibility alone no longer guarantees impact, memorability is built through contextual integration. Vishnu notes that when DOOH assets are designed in harmony with architecture, movement patterns and spatial behaviour, communication transforms from passive exposure into immersive brand experience. For him, creativity must be engineered within real-world constraints such as infrastructure, power access and regulatory frameworks. He also points to evolving inventories, higher resolution screens, modular formats and adaptable placements, enabling more flexible storytelling and environment-led messaging. 

Adding an infrastructure and intelligence lens, Amarjeet Singh Hudda, Chief Operating Officer, Laqshya Media Group, emphasises that audience behaviour and dwell time are central to creative success. Amarjeet explains that environments such as airports and transit hubs enable deeper storytelling due to longer engagement windows. He observes that brands are now demanding environment-specific messaging, time-sensitive creatives and sequential narratives that travel across formats and cities. As a result, media owners are evolving into early-stage collaborators, contributing insights on spatial dynamics, commuter flow and execution feasibility to ensure creative ideas scale effectively without losing contextual relevance. 

Focusing on content and format innovation, Shankh Duggal, Founder, Pixel Ads, argues that creative effectiveness in DOOH is now content-first rather than scale-first. Shankh highlights that LED behaviour, colour science and screen technology directly influence visibility and recall, making content optimisation critical. He stresses that landmark media creation is the future, where sites themselves become recognisable urban assets. He also points to growing experimentation with anamorphic creatives, dynamic scheduling and real-time content updates, alongside the integration of DOOH with influencer and digital ecosystems to amplify campaign resonance. 

Collectively, these perspectives signal DOOH’s transition into a fully integrated communication medium, where data, design, technology and infrastructure converge. Creativity, in this evolving landscape, is no longer about occupying space, but about orchestrating intelligent, responsive and experience-led brand interactions at scale.