"Challenges in Indian OOH are pretty much like the scene worldwide”

Resonating fellow speakers' opinions that OOH is fascinating and pose tremendous amount of possibilities, David Payne, Founder, Mediabridge, UK, took us through some amazing OOH campaigns around the world along with presenting some real-time scenario. "With more and more advent of smart cities, OOH is emphasizing its core strength and pushing itself in the core of mainstream media.” As a common challenge, Payne pointed out that OOH is still looked at as a real-estate business than any other. To take it to the further level, OOH must focus on 4 points - accountability, quality, relevance and flexibility, he believed.

Payne cited the example of Sao Paolo and how the city, after some infrastructural changes and removal of almost 15000 sites, brought back OOH with utter effectiveness. He also showed us how "Link NYC”, a wi-fi enabled city connecting system, contributed majorly to the welfare of the citizens while drawing a new landscape in OOH of the city. "Similarly, in India, you have a synthesis of creative workforce, growing economy and Government policies conducive to smart cities that can translate in exponential growth oh OOH of the country,” Pyne added.