In the panel discussion on integration of mobility solutions in OOH to deliver more effective brand messages, moderator Milind Pathak, COO - Madhouse - South Asia insisted on bringing OOH "alive". "There are endless possibilities where we can take OOH if we engage some mobility solutions like real-time location scanning etc," said Pathak.

Joined him was Satyajit Sen, Director - Media Management, Samsung India, who suggested to tackle challenges like permission issues, investment hurdles etc before embracing technology to the desired level. Manu Seth, Senior Director - South Asia, HTC, said, "There's no ATL or BTL, everyone is my consumer. Hence, we must stitch mobility solutions to OOH seamlessly to achieve maximum brand effect."