MAM
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.
Brands
JP Morgan names Rahul Badhwar as senior country officer for India
HSBC veteran to drive growth and strategy as US bank strengthens India presence
MUMBAI: JP Morgan has appointed Rahul Badhwar as its senior country officer for India, signalling a renewed push in one of Asia Pacific’s most critical markets.
Badhwar, who joins from UK-based HSBC, brings three decades of experience in sales and trading, most recently serving as global head of corporate sales for markets and securities services in London. His career spans stints in India, Dubai and Hong Kong, giving him a strong international perspective.
He will replace Kaustubh Kulkarni, who left JP Morgan in September 2025 to join rival Citigroup. Badhwar will be based in Mumbai from July, report to Leenart, and join JP Morgan’s Asia Pacific Management Committee.
According to an internal memo reviewed by PTI, Badhwar’s responsibilities include expanding the bank’s full suite of offerings to clients, strengthening governance and controls, and supporting talent development and community initiatives.
JP Morgan operates across trade solutions, investment banking, and equity capital markets in India, employing more than 55,000 people nationwide. Badhwar’s appointment is expected to reinforce the bank’s strategy and growth ambitions in a market critical to its Asia Pacific operations.
