From Reach to Real Impact: Kantar’s View on OOH Effectiveness with Saiesh Ajudhiya

OOH has always been a powerful channel for reach, but how do we move beyond scale to prove real impact?

In this episode, we’re joined by Saiesh Ajudhiya, Head of Media, Creative & Innovation from Kantar South Africa to unpack how brands and marketers should be thinking about OOH effectiveness today. From measurement frameworks to the evolving role of data, we explore how OOH delivers not just visibility, but meaningful business outcomes.

We dive into the difference between amplification and multiplication, and why OOH works best as a strategic driver within a broader media ecosystem. Saiesh shares insights on how to better evaluate campaigns, connect exposure to action, and ultimately demonstrate ROI in a way that resonates with clients and stakeholders.