Mobiyoung Group has announced the appointment of Shivalika Anand as Chief Executive Officer, succeeding Anuj Bhandari who will move into the role of Non-Executive Director. The leadership change comes as the company navigates a consolidation phase in the digital advertising sector.
The management restructuring comes as the firm attempts to scale its operations across the domestic digital Out-of-Home (DOOH) and AdTech segments. Over the past few quarters, the company has concentrated on building data-led campaign capabilities and automated media solutions to capture a larger share of corporate advertising budgets.
Measurement Challenge
The company's proprietary platform, DGTOOHL, recently secured integration with Google for Programmatic Digital Out-of-Home (pDOOH) advertising, making it one of the few domestic platforms to be onboarded for the service. This integration allows automated buying and selling of outdoor ad inventory, mimicking the efficiencies of online display advertising.
The broader AdTech industry in India is currently witnessing a steep climb in the adoption of programmatic platforms. Brands are increasingly moving away from traditional static billboards toward connected digital screens that offer real-time targeting and flexible pricing models. However, the sector faces a continuous challenge in standardising audience measurement metrics across different physical locations, which remains a primary hurdle for widespread institutional adoption.
Scaling Operations
Managing cash leaks while deploying capital intensive digital screen networks across prime commercial real estate will be a critical test of mettle for the new leadership.
"Mobiyoung was built with the belief that the future of media would be measurable, intelligent, and deeply integrated with technology," stated Anuj Bhandari, outgoing chief executive. He added that as the company enters an expansion phase, the transition brings long-term business scaling into sharper focus under Anand’s execution mindset.
With regional advertising networks expanding rapidly, digital-first agencies are competing intensely for premium inventory in airports, metro stations, and high-street retail hubs. The ability to integrate offline media with online data points is expected to separate market leaders from legacy aggregators.
"The opportunity ahead is significantly larger than ever before as brands increasingly look for accountability, agility, and smarter audience engagement in the OOH space," remarked Shivalika Anand, newly appointed CEO. She noted that the company remains committed to building solutions that combine data and measurable impact.
Leadership Shift
The transition at Mobiyoung reflects a broader institutional trend within Indian technology startups, where founders increasingly hand over daily executive control to specialized management professionals once the initial product-market fit is achieved.
The domestic outdoor advertising market is projected to grow on the back of rising urban infrastructure development. For Mobiyoung, the focus will now shift toward maintaining its technical integration advantages and expanding its corporate client roster to secure sustainable revenue pipelines in a highly fragmented ad-buying market.
