Dentsu India elevates Imtiyaz Vilatra amid growth of DOOH market

Dentsu India has announced the promotion of Imtiyaz Vilatra to chief executive officer of Posterscope India, a key player in the out-of-home (OOH) advertising industry. In his new role, he aims to bolster the agency's digital out-of-home (DOOH) and intelligent OOH (iOOH) capabilities, with a particular focus on data-driven, measurable outcomes for clients. He will report to Anita Kotwani, CEO, Media—South Asia, dentsu.

Posterscope, a dentsu network agency specialising in location-based marketing, operates across 35 countries. With more than 25 years of industry experience, Vilatra is recognised for his innovative approach to OOH advertising and plans to leverage advanced technologies such as augmented reality, AI, and 4D experiences to elevate the agency's offerings.

Speaking about his new role, Vilatra said, “The OOH industry stands at a transformative juncture, with technology and data insights reshaping how we connect with audiences. Posterscope’s future lies in harnessing AI, programmatic DOOH, and real-time analytics to deliver dynamic, measurable campaigns. Integrating dentsu’s digital intelligence into our OOH offerings enhances our capabilities and raises the value we deliver through deeper engagement, personalisation, and an integrated, ROI-focused approach.”

Vilatra’s strategy is to unify dentsu’s digital expertise with Posterscope’s established OOH foundation. This integrated approach aims to address evolving client needs while expanding the agency’s reach in urban and rural markets. Posterscope has previously worked with brands such as Intel, Legrand, Maybelline, Havells, McCain Foods India, and Welspun, offering localised and integrated marketing solutions to navigate the complex OOH advertising landscape.

Harsha Razdan, CEO, South Asia, dentsu, highlighted the significance of Vilatra's elevation. “Imtiyaz's elevation is a timely and strategic move, enabling him to drive Posterscope's expansion in experiential and below-the-line (BTL) divisions, strengthening our urban and rural reach. His leadership remains a vital link between strategy and execution, translating our goals into meaningful partnerships for our clients and communities,” Razdan said. He added that Vilatra’s “exceptional passion and deep industry insights” would be instrumental in navigating a path where innovation aligns with purpose.

Kotwani echoed these sentiments, stating that Vilatra’s promotion reflects his commitment to reimagining the OOH sector. “Under his leadership, Posterscope will strengthen its position within the dentsu ecosystem, embodying our ‘OneDentsu’ vision of unified, cross-channel marketing solutions. By seamlessly integrating OOH with digital, media, and experiential campaigns, Posterscope is set to deliver transformative, multi-channel experiences powered by dentsu’s advanced audience insights,” she said.

OOH advertising has undergone a significant evolution, transitioning from traditional billboards and transit ads to digital innovations such as 3D displays and programmatic DOOH. This shift has made OOH a versatile and premium advertising medium. Brands increasingly see it as a tool to enhance their image, particularly those in the luxury and premium sectors.

According to a report by the World Advertising Research Centre (WARC), global OOH ad spending grew by 10.1% in 2022 and was projected to increase by 7.2% in 2023. Markets such as the United States, the United Kingdom, China, Australia, and Brazil are among the most mature in adopting OOH advertising strategies. The rise of digital signage has enabled brands to deliver more targeted and impactful campaigns, appealing to tech-savvy consumers who demand engagement beyond static displays.

India’s OOH market is poised for growth as brands increasingly invest in digital advertising channels. DOOH advertising, in particular, offers dynamic, interactive solutions that resonate with consumers in urban and semi-urban areas. While the medium is still emerging compared to global markets, its potential to combine digital precision with the tactile impact of physical displays presents a unique opportunity.

This is particularly relevant as advertisers seek to address an audience that is becoming more connected through rapid digitisation. Innovations such as mobile billboards and real-time data integration are helping brands craft campaigns that are both memorable and measurable.

Under Vilatra’s leadership, Posterscope India is set to strengthen its presence in the evolving OOH market by focusing on innovation and integration. The agency’s vision to blend digital intelligence with physical advertising aligns with broader trends in the industry. By doing so, Posterscope aims to create immersive, data-backed experiences that drive both engagement and return on investment for clients.

As the industry continues to adapt to changing consumer behaviours and technological advancements, Posterscope's strategy could position it as a leader in both traditional and digital OOH, offering advertisers a competitive edge in a rapidly transforming landscape.