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India’s out-of-home advertising sector is in beast mode. According to the latest FICCI-EY M&E report, OOH advertising grew by 10% in 2024 to reach Rs 5,920 crore. Of this, digital OOH contributed 12%, up from 7% in 2023, marking a staggering 78% growth.
Rohit Chopra, COO of Times OOH, believes that the surge in demand is reminiscent of the post-COVID ‘revenge tourism’ trend. “For a while, the medium was subdued. But now, there’s a renewed energy around outdoor advertising. It’s becoming more exciting, especially with digital innovation coming into play. Marketers are taking it more seriously than ever before,” he said.
As digital and interactive formats reshape the traditional OOH landscape, leading players like Times OOH are seeing strong momentum, both in advertiser interest and execution.
Innovation continues to power the sector forward. At Delhi’s DND Flyway and across premium metro corridors, Times OOH has executed eye-catching campaigns with brands like LG, Domino’s, and Godrej. From moving fans to piano-themed hoardings and immersive gantries, the medium is becoming more experiential. But Chopra insists these moments of creativity still require sustained support.
“We’ve seen great recall from consumers, but to make that scalable, advertisers need to commit beyond one-offs,” he underlines.
As per her report, transit media now comprises 28% of total OOH segment revenues.
Interestingly, BFSI brands have emerged as dominant players across airport and metro advertising. Chopra attributes this trend to two key motivations, one of which is, banks look for conversions.
“Brands like SBI Cards, Amex, Axis Bank, IDFC, and IndusInd use promoter-led formats like kiosks or promo zones to engage directly with consumers. These deliver strong conversion rates. Others, especially larger institutions, want to own premium real estate for visibility and brand equity,” he adds.
Metro stations, with their high dwell times and proximity to corporate offices, also offer unique branding opportunities. Brands like Kotak and HDFC Sky have started exploring this space more actively. “There’s a certain heritage value when your office is near a branded station. Plus, the metro audience is prime—a working, middle-class demographic that financial brands are eager to tap,” Chopra said.
The roadblocks
Despite the momentum, the sector continues to face core structural challenges, particularly in infrastructure readiness, advertiser perception, and footfall dependence.
The Times OOH executive points out that while the sector is growing steadily, scale does not come easily. “One of the biggest challenges is that airport and metro footfalls must reach a certain threshold before the business becomes viable,” he said, admitting that it’s a long-term game.
“We already have teams working on existing metro lines, so we understand the nuances. But new projects will need ramp-up time before advertisers see the full value,” he adds.
Another roadblock lies in perception. While digital formats are elevating the OOH experience and attracting more marketers, the medium still battles traditional biases. “Marketers are taking the medium more seriously now,” says Chopra. “But for many years, OOH was considered supplementary, not strategic. That mindset shift is only now happening as organised players scale up and bring accountability and innovation into the mix.”
Chopra also highlights operational and infrastructural complexities. Unlike digital media, OOH relies heavily on real-world conditions, construction timelines, municipal clearances, and foot traffic patterns. “A lot of it is out of our control. For example, in metros, if traffic is low or routes are delayed, the entire ad value proposition is affected. That makes planning a bit unpredictable,” he explained.
Despite the obstacles, Chopra remains optimistic. “OOH will always have a place in the media mix. But it’s time we address the perception and operational gaps if we want the category to reach its full potential.”
The EY report also predicts that demand for OOH will remain strong, as it provides an effective medium for luxury and premium products to reach affluent audiences who avoid advertising on digital and electronic media.
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