Rehan Merchant, Group CEO, ENG
Has the pandemic fundamentally changed OOH?
I think the only fundamental change in OOH post-pandemic is that it has grown stronger. Funnily, it is not mainly because of OOH but primarily because other media channels have grown weaker. Clients have less belief now in spending on newspapers and radio due to poor returns on investment – and, depending on the nature of each client’s business going through a sea of change due to the pandemic, they are investing more in OOH and also regional TV, depending on budgets and scalability. Once people feel that they have plateaued on their digita
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