In an age where digital fatigue is quietly creeping into the lives of hyper-connected consumers, the value of physical presence is being rediscovered, not just by audiences, but by brands too. From towering screens that command attention to campaigns that blur the lines between offline and online, the out-of-home (OOH) advertising space is undergoing a transformation. As marketers look to craft immersive, omnichannel experiences, one player is betting big on innovation, technology, and versatility to stay ahead of the curve.
At the helm of this shift is Shekhar Narayanaswami, CEO of Times Innovative Media (Times OOH), who believes that the future of outdoor lies not just in its physicality but in its seamless integration with digital ecosystems.
When asked about the emerging technologies being explored or adopted by Times OOH to boost audience engagement and improve campaign measurement, Narayanaswami shared, “Almost 100% of our digital screens across the airports and metros we manage, essentially the entire transit segment, are programmatically enabled and programmatic-ready. However, despite programmatic accounting for 25% of global revenues, in India it currently contributes to less than 1%. Even within that, real-time bidding or online programmatic buying remains minuscule.’
“At present, most programmatic transactions in India still happen offline. That said, we believe we are on the cusp of explosive growth, and the next two years will be crucial to watch. We continuously upgrade our systems and stay ahead with our investments. While all our airport screens are fully programmatic-enabled, the roadside digital screens we operate will take more time due to infrastructure and municipality constraints. Nonetheless, we are confident that we’ll eventually get there,” he added.
Furthermore, he went on to say that they are constantly innovating and never shy away from making investments, whether in new technologies or new offerings.
“We closely observe mature markets and prepare ourselves in advance, even before our own market is ready. This proactive approach ensures we deliver these offerings at the best price and quality, ultimately providing maximum value to our clients and brands,” he added.
When asked how Times OOH customises its offerings to cater to a diverse clientele that spans from luxury brands to tech companies, Narayanaswami explained that it’s through a collaborative discussion that they understand the client’s needs.
“Wherever a tech engagement is required, we bring in our tech partners. Based on that, we then propose what we are capable of, this is what our inventory can deliver, this is what we can do. We take into account the client’s budget and requirements, and suggest the most suitable solution within those parameters,” he said.
“We operate 10 airports across India and one in Mauritius. In addition, we manage Mumbai Metro Line 1 and Line 3, along with extensive city media assets, including the DND Flyway in Delhi. Our presence spans almost every category, with a strong focus on sectors like auto and telecom, brands that prefer large, larger-than-life screens to maximise impact,” he added.
Furthermore, he went on to say that however, their engagement with clients goes far beyond just display media. They have even hosted a fashion show at the Mumbai airport, showcasing the versatility of their inventory.
“This is the kind of experience and innovation our platforms can offer. We take time to understand the client’s budget and objectives, and then propose the most suitable solution tailored to their needs,” he added.
When asked how Times OOH is adapting its strategies to stay relevant and effective amid shifting consumer attention spans and rising digital consumption, Narayanaswami explained that going forward, most campaigns are expected to be omnichannel, not limited to just OOH, television, or digital. Digital is not merely a vertical but a horizontal that cuts across all media segments. There will be a digital play in every format, given it’s the fastest-growing space. OOH, too, is witnessing high growth, and we’re seeing increasing collaboration between digital and OOH, through digital screens, programmatic offerings, and activations that are further amplified on social media.
Narayanaswami also explained that outdoor advertising stands out precisely because of its sheer physicality. In an age where people increasingly experience digital fatigue, this medium cuts through the clutter of constant swipes and flicks.
“It offers something that cannot be ignored, a larger-than-life presence, right in front of you. As screen fatigue sets in over time, outdoor displays provide a refreshing alternative. And what better way to support people on this journey than with compelling physical displays?” he added.
