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GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
MAM
Zee appoints Devika Kawle as vice president, syndication
Content licensing veteran moves from Sony to drive global partnerships and distribution
MUMBAI: Zee Entertainment Enterprises has strengthened its syndication play, appointing Devika Kawle as vice president, syndication, as the broadcaster sharpens its focus on global content distribution and partnerships.
Kawle, an experienced media professional with a cross-functional career spanning creative, production and management roles, announced her move, saying she looks forward to “contributing to Zee’s incredible legacy, exploring new partnerships, and driving meaningful growth across markets.”
She joins Zee after nearly six years at Sony Pictures Networks India, where she last served as senior manager, content licensing (digital). During her tenure, she played a key role in shaping SonyLIV’s content strategy and was recognised with multiple internal honours, including the World of Winners Award 2025 for her role in the platform’s growth.
Her experience cuts across global content syndication, licensing, acquisition and distribution across television and digital platforms, including feature films, series, sports, live television channels and OTT applications. She has also worked across international event sales, post-production for feature films, production of events and digital video, and marketing across ATL, BTL and digital channels.
Before Sony, Kawle held roles at IN10 Media Network, where she managed syndication and content acquisition, and at Shemaroo Entertainment, where she led international business initiatives across EMEA markets, driving revenue through content sales, app integrations and linear channel distribution.
Her early career includes a stint at Indian Television Dot Com Group, working on global trade events such as MIPTV, MIPCOM and MIDEM across Cannes, China, Singapore and the US, where she handled conference programming, partnerships, marketing and client servicing.
Kawle also brings production experience from Double Negative and Prime Focus World, where she worked on major international film projects including Avengers: Age of Ultron, Furious 7 and The Hunger Games: Mockingjay – Part 2.
At Zee, she is expected to leverage this diverse background to expand syndication deals, deepen international distribution networks and unlock new revenue streams across platforms.
“Grateful for all the support and excited for what lies ahead,” Kawle said, adding, “Let’s connect, collaborate, and create impactful stories together.”
With streaming and global content trade intensifying, Kawle’s appointment signals Zee’s intent to scale its syndication engine and compete more aggressively across markets.
In a business where content travels faster than ever, Zee is betting on experience, networks and execution to stay ahead.
