“It’s no more about just having a property and asking, ‘Will you advertise here?’ “

In the fast-changing advertising landscape, out-of-home (OOH) advertising remains a key tool for many brands, even as digital media and new technologies reshape the industry. We sat down with Goldee, Vice President and India Marketing & Communications Head at itel Mobile, to discuss how OOH is evolving and how brands are adapting to these shifts in the marketing ecosystem.

The Evolution of OOH Advertising

According to Goldee, OOH advertising has undergone “significant changes” over recent years, with brands now focusing more on innovation and co-creation. The old model of simply purchasing available billboard space is giving way to more collaborative solutions.

“Today, it’s no more about just having a property and asking, ‘Will you advertise here?’ Brands and agencies are co-creating innovative solutions to excite consumers and create impact,” he explains.

Goldee highlights how brands are now working with OOH providers to curate content that aligns with their overall marketing strategies, integrating it into larger campaigns that stretch across multiple platforms.

From Bulk Bookings to High-Impact Placements

Goldee also notes a shift from the traditional bulk-booking approach in OOH to a more focused strategy aimed at securing high-impact placements.

“Gone are the days of bulk OOH bookings. Brands today are willing to take one or two prime locations and create attention in those specific spots. Last year, for our 5G campaign, we booked over 500 sites. But now, we’re more focused on low frequency with high impact.”

By securing fewer, but more strategically significant locations, brands can make a stronger impression without spreading their resources too thinly. This allows for better budget management while maintaining high visibility in key areas such as major highways, high-traffic intersections, and city centres.

Technology as a Game Changer

When it comes to integrating technology, Goldee is excited about how AI and CGI are revolutionising OOH campaigns.

“Technology is driving a new era of creativity in advertising. AI combined with CGI can create content that wasn’t possible just a few years ago. For instance, we recently created a campaign using AI to make Lord Ganpati appear as though he was walking out of a mobile phone—an immersive, almost humanistic experience for viewers.”

This use of cutting-edge technology allows for more immersive and interactive campaigns, which can grab consumer attention in a highly saturated market, ultimately fostering deeper engagement with the brand.

Blending Traditional and Digital Strategies

OOH is no longer a standalone medium, and Goldee is clear about the importance of blending traditional OOH strategies with digital efforts.

“OOH is more strategic for us now, rather than always-on. With digital media growing, OOH needs to complement it. For example, if UP or Bihar are key markets, we integrate outdoor and digital campaigns to increase engagement.”

By leveraging data-driven insights, brands can target specific areas more effectively, ensuring that their OOH campaigns are placed in regions that will drive the best engagement. This targeted approach is a key element in making OOH campaigns more efficient and impactful.

Measuring the Success of OOH Campaigns

One of the challenges brands face with OOH advertising is how to measure its effectiveness. For itel Mobile, Goldee mentions two main metrics they use to gauge success:

Sales trends: “If there is movement in our daily sales trends following an OOH campaign, that’s a key indicator of success,” he says.

Brand health metrics: Goldee also explains that tracking “brand awareness, consideration, and affinity” helps determine if the OOH campaign is positively influencing consumer perceptions.

The Role of Data in Modern Advertising

Goldee stresses that data plays a crucial role in the planning and execution of successful OOH campaigns. Search data and digital insights help pinpoint specific locations and regions where the brand will see the most benefit.

“We no longer just carpet-bomb a market. We pinpoint specific regions—like Gorakhpur or Lucknow—where we know we’ll get a strong response.”

By analysing consumer behaviour through data, brands can create geo-targeted campaigns that ensure resources are being deployed in the most effective way possible, maximising ROI while minimising waste.

Customizing Messaging Across Platforms

In today’s diverse media landscape, creating a one-size-fits-all message simply doesn’t work. Goldee is a strong advocate for platform-specific content, where the message is customised to suit the medium it’s on.

“What works in OOH can’t work on digital, and what works in digital won’t be effective on TV. Every platform has its strengths, and the messaging needs to align with those strengths.”

Goldee highlights how each platform requires a tailored approach—Instagram is highly visual and lifestyle-driven, Facebook is better for community engagement, while LinkedIn and Twitter serve more professional or opinion-based interactions. Brands need to be agile and adaptable in order to stay relevant and effective.

For Goldee and itel Mobile, the key to success in today’s marketing landscape lies in innovation, data-driven planning, and strategic collaboration between traditional and digital platforms. The OOH medium remains a powerful tool, but its future depends on how well brands can integrate new technologies and precise targeting to create engaging, impactful campaigns. With a focus on creativity, customization, and strategic placement, Goldee ensures that itel Mobile stays at the forefront of modern advertising trends.