Company News

OAP transforms into OAP Mediatech, redefining the future of media solutions

This change marks the company’s evolution from a leading Out-of-Home (OOH) advertising agency into a comprehensive media solutions provider.

Published

September 4, 2024

Sakshi Sanghavi

Since its founding in 2002, OAP has been a pioneer in the OOH advertising industry, consistently pushing the boundaries of what’s possible in the field. The company concluded the financial year 2022-2023 with an impressive revenue of ₹373 crores, underscoring its leadership in the sector. The decision to rebrand as OAP Mediatech reflects the company’s strategic shift towards a broader service offering that leverages technology, data, and research to address the ever-evolving needs of the media landscape.

Abhijit Sengupta, CEO of OAP Mediatech, elaborated on the rebranding, saying, “OAP was launched as an OOH specialist agency. Over time, we expanded our services beyond OOH, incorporating research, data, and technology. Our new name, OAP Mediatech, reflects our broader capabilities and commitment to connecting clients with a variety of services across different platforms.”

The company’s transformation is evident in the innovative solutions it has introduced post-pandemic. Among these are ProLocator, an OOH location intelligence planning tool, and cutting-edge projects focused on attribution and reverse targeting. Additionally, OAP Mediatech has been conducting large-scale EEG studies to develop the Attention Impact Score (AIS), enhancing its understanding of consumer engagement. Another notable innovation is the deployment of ProVisualiser, a survey tool powered by advanced computer vision technology.

Expanding beyond its OOH roots, OAP Mediatech now offers Mainline Media Planning and Buying services for TV, Print, Radio, and OTT platforms. This expansion is bolstered by the recent appointments of key industry veterans. Yash Punjabi has joined as Business Director, bringing his extensive experience from GroupM and OMD to lead the planning and strategy team for ATL Media. Vipul Mehta, who has a rich multimedia background with stints at Dentsu, Zenith Optimedia, and Graphene, has recently been appointed as Head of Buying and Operations.

The rebranding to OAP Mediatech symbolises the company’s forward-looking approach and its dedication to driving innovation across the media industry. With a renewed focus on technology and a commitment to understanding consumer behaviour across multiple platforms, OAP Mediatech is well-positioned to lead the next wave of transformation in media solutions.