'OUR VISION WAS OUTDOOR TO ELEVATE ADINDUSTRY'

Bright Outdoor Media, India's first listed OOH company, plans to expand revenue streams through experiential marketing, digital integrations, and collaborations with innovative OOH players, says CMD YOGESH LAKHANI. Excerpts from a chat.

- Reema Bhaduri

What motivated your decision to take the company public?

Bright Outdoor Media decided to go public in 2023 and became India's first listed OOH company. The key reasons behind our decision included the rising demand for Digital OOH, strong market conditions with an increasing allocation of ad spends to OOH, brand credibility and visibility as listing on the stock exchange enhances our corporate profile and positions us as a transparent, growth-focussed company; financial strength and investor participation, and expansion and network growth. Our vision was to elevate the outdoor advertising industry, giving it the recognition, structure and transparency it truly deserves, especially for international clients.