.jpg)
In India’s rapidly evolving out-of-home (OOH) advertising landscape, transit media is carving out a substantial share, fueled by infrastructural expansion and digital adoption. Yet, even as the segment grows, affordability concerns, particularly in airport advertising, are becoming increasingly pronounced, says Navneet Singh Dhingra, Director and Owner of Orango Solutions, a specialist in airport OOH.
“Traditional static media is now less than 50%; digital is the way forward,” Singh remarks, underlining a major trend in the sector. “People are transforming into digital outdoors, especially in the airport business.”
This shift is supported by data from the FICCI-EY Media & Entertainment Report 2024, which confirms that digital out-of-home (DOOH) formats are on the rise. DOOH is expected to constitute 17% of total OOH revenues by 2027, growing at a compound annual growth rate (CAGR) of 24%.
Transit media, in particular, is gaining traction as India invests in new infrastructure across airports, metro lines, railway stations, and premium bus terminals. The EY report notes that transit now accounts for 28% of all OOH revenues, with airports commanding over 50% of this pie. Metro and rail advertising are catching up, riding on the launch of upmarket Vande Bharat trains and expanded urban rail networks.
“Transit media is growing, no doubt about it,” Singh affirms. “But at the same time, airports are becoming non-affordable because new airport policies are entirely based on passenger footfall. That ultimately comes to the per-passenger billing system, which is going out of control for a large number of concessionaires.”
Singh adds that while tier-two and tier-three cities are seeing increased air traffic and infrastructure investment, such as new airports in Noida, Navi Mumbai, and Bengaluru, the advertising rates at these facilities are approaching, or even matching, those of tier-one cities. “Airports are becoming so expensive day by day... eventually, it will cut the giant's pocket and may not sustain too long in that context in terms of pricing,” he cautions.
Among advertiser categories, banking, financial services, and insurance (BFSI) continue to dominate transit media investments. “Historically, BFSI is the only category that invests the most in the airport business,” Singh points out. However, he notes that broader category diversification will be critical for the future viability of airport OOH.
Innovation, Singh insists, remains the most important driver for client engagement in transit OOH. “Whether it’s out-of-home or airport ambient media, the only thing that works the best is innovation,” he says. “People should experiment with the look and feel of the product, and once that is done, you definitely get more clientele.”
On sustainability, Singh is sceptical about the pace of adoption in India. “India is a place where everything happens with force,” he says. “Most countries abroad have already adopted fabric as the main medium of printing, which is eco-friendly. But here, unless the government mandates it, it doesn’t pick up.” Singh notes that Orango Solutions introduced fabric printing in Kashmir as early as 2017, long before it became part of the larger conversation.
Looking ahead, the momentum for transit OOH appears strong. According to EY, the segment is projected to grow at 16% CAGR until 2027, driven by premium formats and infrastructure development. Naming rights for metro and railway stations are also emerging as a stable revenue source for both advertisers and transit authorities.
While Singh remains optimistic about the category’s growth trajectory, he reiterates that unless affordability and policy-level incentives align with industry innovation and sustainability, the full potential of transit media may remain untapped.
.jpg)
