The accessibility of Data, the opportunity to Automate, the Delivery of Content dynamically to Digital Screens – all of these provides immense opportunities. However, the proliferation of potential platforms can make decision making difficult for non-tech businesses. The accessibility of data and the sheer volume of data provide challenges in deciding what to use and when and how. The lack of collaboration in the OOH medium and the “Less than Professional” approach, can still hold the medium back. At OAP, we have taken an oath to drive the change. A Change that is necessary for the OOH Industry to get the necessary Respect and Growth. The essence and the soul of OAP is Innovation, Process Orientation and Organization Culture, which bodes well to drive the change. We have ventured out to create a world-class Out of Home (OOH) Specialist Agency, with Indian roots.