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While urban areas dominate out-of-home (OOH) spending, rural India’s burgeoning consumer base allows brands to connect with audiences in meaningful ways. They represent a largely untapped market for OOH advertising. These regions, encompassing towns with populations under five lakh, are home to diverse cultures and consumption patterns.
Moreover, in recent years, advancements in technology and data analytics have begun reshaping OOH advertising, even in non-metro regions.
Sanjeev Goyle, Chief Executive Officer- OOH & Rural, Rapport (IPG Mediabrands) shared, "Cities such as Lucknow, Jaipur, Coimbatore, Aurangabad, Dehradun, Chandigarh, Amritsar, Surat, Indore, Bhopal, Goa, Trivandrum, and several others have witnessed the installation of DOOH screens along key routes in past 2-3 years. Owing to growing DOOH, The OOH sector in India is experiencing a shift towards digital formats, allowing for dynamic and interactive content delivery.”
Goyle elaborated, "Fewer OOH ad placements in non-metro cities allow brands to capture the audience's attention without being lost in a sea of advertising clutter, leading to higher visibility and better engagement for each billboard."
Moreover, like metro cities, advancements in data analytics have facilitated more precise audience measurement in non-metro areas as well. By analysing mobile data and geolocation information, advertisers can gain insights into consumer behavior and movement patterns.
For brands operating in non-metro India, focusing on specific metrics is essential to gauge campaign performance. Goyle emphasised metrics such as reach, impressions, and cost-effectiveness. "Measuring the number of people exposed to ads, assessing brand recall, and calculating cost per thousand impressions (CPM) provide a comprehensive view of a campaign’s impact.”
Challenges on the road
However, achieving this requires addressing structural challenges, leveraging technology, and crafting localised strategies to make OOH a transformative force.
Goyle highlighted several barriers to scaling OOH advertising in rural and non-metro regions. "Poor OOH infrastructure, fragmented media vendors, and the absence of reliable audience data are significant challenges," he stated.
Localised messaging is essential in these culturally diverse areas, yet it adds complexity and cost. The lack of public transit systems further limits the reach of traditional formats, while the unstructured media buying market complicates campaign execution and measurement. Addressing these challenges is crucial for brands aiming to tap into rural markets effectively.
Sustainability: A top priority
As sustainability takes centre stage, OOH advertising shall adopt eco-friendly practices, particularly in rural regions, more so because of the limited resources and logistical hurdles.
Goyle cited In rural and non-metro regions with high sunlight exposure, installing solar panels on billboards can power lighting for nighttime visibility without relying on conventional electricity.
He also suggested using cost-effective, locally sourced, and biodegradable materials like bamboo and jute. Collaborations with local artisans using sustainable materials for localised ads as the availability of recyclable materials might be limited, and hence simpler, local solutions may be prioritised. Upcycling local spaces for advertising, such as village school walls, not only reduces costs but also fosters community engagement.
Repurposing local walls and public spaces with minimal resources. For example - The brand could use eco-friendly natural paints or chalk-based designs on local village school walls or popular community centers incorporating locally relevant visuals and messages.
Brands need to look for ways to demonstrate how sustainable practices can align with functionality and brand visibility.
Rapport too has taken a step in this direction. They constructed Varanasi’s first smart bus shelter, built using recyclable materials and powered by solar energy. The shelter features LED lighting, mobile charging stations, and public service messaging.
Goyle also mentioned other brands that have curated effective campaigns like HUL which deployed Illuminated wall wraps in rural towns (less than 50k) wherein electricity was an issue for a successful Glow and Lovely launch; Tata Tea’s iconic “Jaago Re” campaign, encouraging social awareness, leveraged local murals bus shelters, and hoardings in non-metro regions like Bhopal, Chandigarh.
“Outdoor activations like Brand on Wheels have been highly beneficial, reaching a broader audience across different areas, including hard-to-access rural regions and smaller towns creating local buzz,” he added.
What’s ahead?
Looking ahead, the OOH sector in rural India is poised for growth driven by rising mobile penetration and evolving consumer preferences, noted Goyle.
“With the growing mobile and internet penetration in non-metro regions, OOH campaigns will increasingly integrate with mobile apps and social media platforms to drive engagement,” said Goyle. Moreover, the demand for localised and culturally relevant content will grow, with brands increasingly adapting their messaging to suit the specific preferences, languages, and traditions of different non-metro markets.
Goyle concluded, “In non-metro markets, experiential and interactive OOH formats will gain popularity, allowing brands to engage with consumers in more innovative ways, such as live demos, virtual reality (VR) experiences, or on-ground activations.”
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