In a world obsessed with click-through rates and short-form virality, Day 2 at Goafest brought us a refreshing reality check: Out-of-Home (OOH) is not only alive, it’s evolving into the most strategic tool in the marketer’s kit.
The panel on ‘The Last Unskippable Medium’ flipped the script on what many dismiss as ‘traditional’ media. From Ajay Kakar’s consumer-first challenge to Shekhar Narayanaswami’s swipe-proof storytelling perspective, it was clear — OOH isn’t about static billboards anymore. It’s about cultural placement, phygital integration, and capturing attention in the wild.
Sandeep Bomireddi cut through the digital-vs-traditional binary, pushing for media to be seen as a continuum — not a silo. And Promita Saha’s point about designing for local mindsets, not just metro gloss, hit home for brands trying to win regional hearts. The entire panel drove home a truth we often forget: attention is the new currency. And in a world of ad blockers, skip buttons, and digital fatigue, the one format you can’t scroll past is the one staring back at you from the street corner. OOH isn’t old-school — it’s just been underestimated.
