‘Need to create more awareness on the range of opportunities OOH offers’

The OOH industry has always been deeply rooted in the real world, sites, cities, movement, and execution. For Seema Jain, AVP- South at Platinum Outdoor, part of Madison World, the journey into OOH began not with media, but with understanding people and spaces. 

“My journey into OOH began with building new business, where I learned the fundamentals of customer behaviour and market dynamics,” she says. “During that time, malls were emerging as strong branding spaces in India, and I started working on opportunities for brands inside malls.” 

That phase, she explains, shaped her understanding of how physical environments influence communication. “It helped me understand consumer movement, dwell time, and how physical spaces can influence brand communication. This experience naturally led me into OOH, where I discovered the scale and impact of the medium, from billboards and transit media to airport formats, connecting brands with people in their everyday journey.” 

A changing industry, slowly but surely 

The OOH industry has historically been male-dominated, especially on the operations side. Seema has seen that shift unfold over time. “When I started working with mall branding and later moved into OOH, the industry, especially operations and media owner roles, was largely male-dominated due to the strong on-ground nature of the work,” she says. 

“Over the years, however, we have seen a positive shift. More women are now entering the industry across planning, strategy, client servicing, and business development, bringing fresh perspectives to the ecosystem.” She adds, “As OOH becomes more structured, data-driven, and integrated, the space is opening up for diverse talent. The change is gradual, but it’s encouraging to see more women actively shaping the future of the industry.” 

Building credibility on-ground 

Working in OOH often means being physically present, on sites, in discussions, in execution-heavy environments. For Seema, that came with its own challenges early on. 

“Yes, especially in the early years,” she says. “In OOH, a lot of the work is on-ground, site visits, vendor coordination, and location negotiations, which has traditionally been male-dominated. I often had to prove my understanding of locations, visibility, and execution more strongly.” 

The role of empathy in OOH 

In an industry that operates across multiple stakeholders and moving parts, Seema believes empathy plays a critical role. 

“Yes, I believe it does make a difference,” she says. “In OOH, you’re constantly working with multiple stakeholders, clients, media owners, and on-ground teams, often across cities. Empathy helps in understanding different perspectives, managing situations smoothly, and building strong working relationships. It brings a balance between planning and execution, which is very important in this industry.” 

Challenges that define the job 

OOH is not an easy industry, and Seema is candid about that. 

“One of the key challenges has been the on-ground nature of OOH, which involves long hours, last-minute changes, and late-night executions. It is demanding,” she says. 

“There have also been situations where you’re the only woman in vendor or site discussions, so you have to be a bit more assertive to be heard and taken seriously.” 

Balancing expectations is another layer of complexity. “Balancing client expectations, team coordination, and on-ground realities is another challenge. But over time, these experiences have helped me become more confident, decisive, and hands-on in how I approach the work.” 

What drives growth 

Seema attributes her growth in the industry to a few key strengths. “One of my key strengths has been building new business and scaling client partnerships,” she says. 

“I enjoy identifying opportunities, understanding a brand’s growth objectives, and translating them into strong strategies.” She adds, “Persistence, relationship-building, and a solution-oriented approach have played a major role in helping me consistently drive new business and grow within the industry.” 

Making OOH more inclusive 

As the industry evolves, Seema believes there is a need to broaden how OOH is perceived. “To bring more women into the OOH industry, we need to create greater awareness about the wide range of opportunities it offers today, from strategy and planning to data, creativity, and brand partnerships, not just operations,” she says. 

“Organizations should also encourage mentorship, leadership opportunities, and supportive work environments for women entering the space.” 

Her message to women considering OOH is clear and direct: “Don’t hesitate to step into this industry. OOH is dynamic and rewarding, and with confidence and consistency, you can build a strong and fulfilling career here.”