Make way for transit OOH as urbanisation and mobility drive outdoor growth

OOH along with digital is the only media segment with a positive growth outlook until 2026, reflecting the Indian advertising industry’s shift toward platforms offering greater engagement and flexibility, states the dentsu-e4m advertising report. OOH is projected to grow at a CAGR of 10% through 2026, thanks to infra development and the opportunities that transit and metro and media are offering to the sector, the report asserts. 

This growth is being reflected in strategy meetings and boardroom discussions of brands across sectors with transit media becoming an indispensable part of marketing strategies as it offers high visibility and mass reach, say industry observers. 

Transit media has risen dramatically not only in India but also around the world. With an 18.8% rise in ad expenditure in the first quarter of 2024, transit OOH accounted for almost 16% of all US OOH ad spend, making it the fastest-growing OOH category, according to the Outdoor Advertising Association of America (OAAA).

Infra Push

According to Haresh Nayak, Founder and MD, Connect Network, OOH marketers bank on access to high-traffic areas in both metros and small cities as a result of the construction of smart cities, new metro rail systems, expressways, and airports. Infrastructure development has opened up new advertising opportunities, he said.

With India's increasing urbanisation and mobility, transit media is expanding rapidly, noted Atul Shrivastava, Group CEO, Laqshya Media. Bus terminals, metro stations, and airports are becoming popular places for advertising since they give marketers a chance to reach a wide range of vibrant consumers.

Metro Matters

One of the key factors fuelling OOH growth has been the expansion of Metro networks across major cities. Delhi Metro, Mumbai Metro, and Bengaluru’s Namma Metro have become hotspots for advertisers, providing brands with captive audiences during commute hours.

Delhi Metro itself sees 72 lakh riders every day.

According to statistics, DMRC's weekday passenger travels increased by about 19%, from 56.68 lakh in August 2019 to 67.34 lakh in August 2024. In a similar vein, the average number of passenger travels annually increased by over 21%, from 50.53 lakh in 2019 to 61.05 lakh in 2024 (up to August).

"Airports have always been a large component of out-of-home, but metros are becoming more important due to brand safety, hygiene, and significant commuter numbers," GroupM India’s Managing Director of Cinema and OOH Solutions, Ajay Mehta stated. He underlined that new opportunities for OOH advertising are being created by government spending in urban infrastructure.

Industry reports also mentioned that transit advertising in metro rail networks alone has grown by over 30% in the past two years, reflecting the sector’s potential. Additionally, the Indian government’s push for smart mobility solutions, including electric buses and ride-hailing integration, is further opening new avenues for brand placements.

DOOH dynamics

Digital out-of-home advertising in transit hubs like airports and train stations also make space for real-time, dynamic content targeting. This makes transit media not just a visibility tool but a data-driven engagement platform too.

The digitalisation of transit media is accelerating, with the share of Digital OOH assets in transit environments expected to grow from 7% to 16% in the next two years, shared Shrivastava of Laqshya Media. These digital assets offer real-time and location-specific messaging. This combination of reach, innovation, and eco-consciousness makes transit media a preferred media for advertisers in 2025, he noted.

As for Nayak, he foresees that the quality of OOH formats will rise as a result of urban beautification programmes and laws that support top-notch public facilities. These urban improvements will include interactive kiosks, smart bus shelters, and high-definition digital billboards, guaranteeing that OOH will remain the preferred medium for advertisers aiming to reach India's growing urban population.

With India’s urban population projected to reach 600 million by 2030 and public transport usage set to rise, transit media’s importance in OOH advertising will only intensify. As brands compete for attention in an increasingly cluttered advertising ecosystem, transit media is proving to be a game-changer, offering unparalleled reach, frequency, and impact.

Times OOH shared that by 2023, India’s domestic air passenger volume consistently exceeded 4 crore travellers per month, demonstrating robust growth and Indian carriers reported a 30% increase in international long-haul flight capacity compared to 2019.