Marketing your OOH media: A check-list for media owners

The Indian out-of-home (OOH) advertising industry is thriving, particularly in metros like Mumbai, but standing out in this competitive space requires a strategic approach. Junaid Shaikh, managing director of Roshanspace, shares key insights on how media owners can market their OOH properties effectively, positioning them as strong brands in their own right. 

Start with product-market fit 

For Junaid, success in OOH begins with understanding the target audience. “Ask yourself: who is this media for? What makes it unique? How does it solve a brand’s problem?” he advises. Identifying key sectors that align with the media offering and highlighting USPs such as premium locations or high engagement rates can make all the difference. “Tailoring the pitch to a client’s objectives is crucial,” he adds. 

Build a clear pricing strategy 

Pricing is a major factor in media sales. “Your pricing should reflect the value of your media, not just compete on cost,” Junaid explains. He recommends a tiered approach, offering premium, mid-range, and budget-friendly options while justifying rates through location value, seasonal demand, and campaign performance metrics. “Transparency in pricing, backed by data, builds trust with clients,” he says. 

Craft a compelling sales strategy 

A strong sales strategy goes beyond just selling ad space. “Storytelling is key,” Junaid points out. “Brands need to see real success stories, traffic data, and case studies.” He highlights the importance of building relationships with agencies, creating visually engaging pitch decks, and maintaining consistent follow-ups to convert prospects into long-term clients. 

Invest in technology and innovation 

As digital transformation accelerates, integrating technology into OOH is no longer optional. “DOOH is changing the game,” says Junaid. He suggests media owners adopt LED screens, audience analytics, proof-of-play systems, and interactive elements like QR codes and augmented reality. “Offering geofencing and mobile targeting options can further extend campaign reach,” he adds. 

Build a strong brand presence 

To attract top-tier clients, media owners need to market themselves as industry leaders. “A well-designed website, a strong LinkedIn presence, and consistent content marketing can set you apart,” Junaid explains. He encourages media owners to position themselves as thought leaders through blogs, webinars, and speaking engagements. “Your brand needs to be as recognizable as the advertisers you work with,” he emphasizes. 

Focus on long-term relationships 

In the OOH industry, retaining clients is just as important as acquiring new ones. Junaid highlights the value of offering tailored solutions, providing post-campaign performance reports, and rewarding repeat clients with loyalty perks. “Treat your clients as partners, not transactions,” he advises. 

Create memorable experiences 

Beyond traditional advertising, experiential marketing can elevate a media brand. “OOH should be more than just a billboard—it should be an experience,” says Junaid. He suggests collaborating with brands on interactive campaigns, on-ground activations, and brand storytelling initiatives. “Using part of your inventory for self-promotional campaigns can showcase your innovation,” he adds. 

Align with sustainability 

Sustainability is becoming a priority for brands, and media owners can use this to their advantage. “Using eco-friendly materials, solar-powered displays, and supporting green initiatives can be a key differentiator,” Junaid explains. He advises positioning sustainability as a value-add to attract socially conscious brands.