Insights

“We have not got the fundamentals right!”

In a candid conversation with Media4Growth, Junaid Shaikh, Managing Director, Roshanspace Brandcom, and Manasa Madhusudhan, HOD – Marketing and Strategy, Roshanspace Brandcom, discuss reverse auctioning, the lack of industry standardisation and the evolving perception of DOOH.

Published

July 10, 2026

M4G Bureau

As OOH advertising continues to evolve, industry stakeholders are increasingly grappling with questions around pricing, measurement, standardisation and the future of digital transformation. In this exclusive video conversation, Junaid Shaikh and Manasa Madhusudhan offer an unfiltered perspective on some of the industry’s most pressing challenges.

The discussion delves into the growing prevalence of reverse auctioning and whether it is merely a pricing issue or a symptom of a larger problem, the lack of differentiation and standardisation within the industry. The duo argues that while marketers seek transparency and value, the industry itself must work towards creating stronger frameworks, common terminologies and unified measurement standards.

The conversation also examines the perception of DOOH, with Junaid highlighting how simply replacing static billboards with LED screens does not automatically create a digital ecosystem. From infrastructure and talent requirements to technology adoption and industry preparedness, the interview explores what it truly takes to build a sustainable and premium DOOH landscape.

Watch the full video now!