Outdoor makes advertising look more impactful: Jayesh Yagnik

Yagnik, CEO, MOMS Outdoor Media, spoke about the resilience of the out of home industry at the 4th edition of e4m NEONS OOH Conference 2023

by exchange4media Staff
Published: May 18, 2023 1:33 PM | 2 min read

Now that the pandemic is seemingly over, the out-of-home (OOH) category has seen a spectacular rebound thanks to the actions taken by the industry as a whole. Despite these bleak times, the industry pushed through some of the biggest challenges ever seen and emerge agile and resilient. To shed more light on the overarching lessons learned during the pandemic, Jayesh Yagnik, CEO, MOMS Outdoor Media, addressed the expert session at the 4th edition of e4m Neons OOH Conference 2023, on the topic: "OOH: Proving its Agility and Resilience."

Yagnik illustrated the industry's resilience by using lawn tennis as an example: “When you take a tennis ball in your hand and bounce it off, you do it with certain power exactly at which you wanted it to come back to you. You hit it with a certain force so that it reached the opponent at the same level.”

Yagnik also credited “Tech-led innovations" that is driving the OOH industry. "The growth of digital OOH, of course, is adding to it. Other trends are data revolution, localisation and creativity, and wider and deeper reach.”

“Right now, even at a proprietary level, people do have measurement data with them. It is possible to give gross impressions on an outdoor which people are giving today. Any kind of data point that client is looking up, is definitely available today,” he added.

Concluding the session, Yagnik said, “With digital coming in, we have seen debates happening between IPL online versus on television. But there is a space for everything. Outdoor makes advertising look more impactful with iconic installations."

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