OOH not an obligation, it’s an opportunity: Jayesh Yagnik, MOMS Outdoor Media Solutions

At the e4m Neons OOH Summit & Awards, Jayesh Yagnik, CEO of MOMS Outdoor Media Solutions, took centre stage with a compelling keynote that transformed the audience’s perception of Out-of-Home (OOH) advertising. Framing the session through the lens of a romantic relationship, Yagnik brought together emotion, strategy, and data to make a strong case for OOH in today’s evolving media mix.

“This is not a hate story. This is not even a love story,” began Yagnik, setting the tone for a candid exploration of the brand–OOH dynamic. Likening the medium to a partner who’s often taken for granted, he noted, “It is one of the few media which always remains in your plan, never makes it to your plan. When it is there, it is great. When it is not there, it is okay.”

Yagnik drew attention to a peculiar trend among brands valuing OOH for its visibility but treating it transactionally. “I have seen this medium being discussed like a desperate ex. It's not like I don’t love you, but I don't know how to tell it to the world,” he quipped. Despite consistent visibility and impact, OOH remains underutilised until a high-stakes need arises, such as the launch of a new product or a marquee event.

Highlighting the power of OOH to “create legends,” he gave the example of the iconic Amul hoardings that have managed to stay relevant and culturally resonant across decades. “We remember more about Amul through the outdoors than what we see on TV,” he pointed out.

However, he acknowledged that to survive and thrive in today’s digital-first environment, OOH must move beyond legacy and embrace innovation. “I think we are not here to just change the perception; I think we are here to change the reality and I believe the reality is already changing,” Yagnik asserted.

A key challenge, he said, lies in measurement and ROI. “How do I arrive at an ROI? How do I know how many people are going to see my hoardings? And how do I know that it is actually working for me or not?” In response, he detailed how digital integrations—Google API, mobile SDKs, and real-time retargeting—are now enabling OOH to match digital’s precision. “You have seen a particular hoarding, the ad will flash on your mobile phone... ‘You have just seen this hoarding – 15% off, go redeem it.’ This is possible.”

Yet, the ecosystem around OOH is complex. Referring to internal stakeholders as “in-laws,” he described a balancing act between marketing, creative, media, procurement, and even civic authorities. “Procurement wants to treat the media like a commodity and the moment they start treating the media like a commodity, the result starts coming in like a commodity,” he warned.

When conflicts arise, Yagnik proposed “making up with gifts”—in the OOH world, that means innovation. He showcased recent campaigns such as Swiggy’s Karwa Chauth activation in North India, where a large Channi installation enabled women to view the moon collectively, and Britannia’s plastic-neutral campaign that used a tree-lined backdrop to complement the creative message. “Few anamorphic... Nike has done that and LV has done this in Japan... this is very much possible, done in India—Bangalore, Garuda Mall,” he added.

Budget cuts, he said, are the equivalent of a breakup text. “Sorry, OOH didn’t make it to the final plan… we want the same cities and a similar presence at half the cost,” is a message that resonates all too often. But he made it clear: expectations must match investments. “You can’t float three quotes, go for the lowest marble and expect the Taj Mahal to be built.”

Despite the cyclical nature of OOH’s relationship with brands, where it’s dropped, then brought back in a crisis, Yagnik highlighted the medium’s reliability. “Even if you know there is a breakup, it always comes back saying, ‘We need massive visibility, can we go live in 24 hours?’ Our answers always like, ‘Of course, send us the coordinates and consider it done.’”

In closing, Yagnik underscored the unique value OOH brings to brand-building. “It is not just about the impact, but it's also about the impression. This is no longer a reluctant love story but it's a passionate partnership.”

Offering his final “Cupid’s advice,” he concluded: “OOH is not an obligation but it’s an opportunity. Not an extra spend but a powerful stage. And love in advertising- it’s not just about impressions, but it’s about making an impression.”

Towards the end, Yagnik urged the industry to see OOH not as a fallback, but as a frontline medium ready to deliver results with innovation, agility, and unmatched visibility.