The May 2026 edition of Outdoor Asia brings together perspectives from several key players across the OOH, creative, media, and technology ecosystem while exploring the larger theme of creativity and measurability in outdoor advertising. The issue features insights from Bare Bones Collective through Anuya Jakatdar’s discussion on AI, creativity, and ownership in advertising, alongside conversations with System1 , where Andrew Tindall explores emotional measurement and effectiveness in modern campaigns. The debate around optimisation versus creative freedom is further expanded through perspectives from Dinova and Dino Burbidge’s views on data-led advertising and the risk of formula-driven creativity.

The edition also highlights innovation happening within the OOH ecosystem through companies like Vritti Solutions , featuring its Audiowala platform and the growing role of utility-led transit media. Regional market dynamics are explored through insights from Advise Group and JK Advertising , focusing on Kolkata’s fragmented yet evolving outdoor market, advertiser behaviour, premiumisation, and DOOH adoption.

The issue also includes conversations around OOH creativity and innovation from leaders associated with PosterScope India and Sociowash , particularly around AI-generated advertising, copyright concerns, and the responsibility of brands and AI platforms in maintaining authenticity.

Together, the companies and voices featured in this edition collectively examine how OOH is moving beyond pure visibility into a space shaped by audience attention, emotional engagement, AI integration, data accountability, and creative differentiation.