Giving us insight of what is in store for OOH way ahead in 2025, Sanjeev Goyle, CEO - OOH & Rural, IPG Mediabrands, presented the most futuristic session, "Planner's Purse 2025" on Day 1 at OAC 2016. Goyle shared hopeful data on the share of OOH in the whole media pie in Japan and China, which are 16% and 14% respectively, while India still struggles with a meagre 6%. Despite having the ability to capture 76% Indian population in a week, OOH is lagging behind as the industry has failed to keep pace with evolving nature of brands as well as consumers, said Goyle.
 
"In the US, both digital and outdoor grew in the last 5 years while other media have not. Interestingly, unlike digital, OOH has the advantage of being immune to blocking. It's high time that we explore maximum opportunity of OOH," Goyle added. Discussing on suggestions to maximize its growth, he emphasized on adopting data science and embracing technology. "By 2015, OOH should be a preferred medium only if we innovate wisely and bridge the gap between OOH and digital," concluded Goyle.