PMAR: OOH expected to grow at 12% in 2025

The Out-of-Home (OOH) advertising industry in India has cemented its position as the fastest-growing traditional medium in 2024, witnessing a remarkable 12% year-on-year increase. OOH advertising revenue surged from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024, marking two consecutive years of double-digit growth after a 13% rise in 2023, states the Pitch Madison Advertising Report 2025.

The OOH sector is expected to grow at a rate of 12% in 2025, states the report. The report explains 4 key reasons for this growth: Fast-based growth in Digital OOH, an increase in the number of airports, the rise in regular OOH in smaller towns and the 2024 parliamentary elections.

DOOH has been a game-changer, offering brands dynamic, data-driven advertising solutions that enhance targeting and engagement. The rapid expansion of digital screens in metros, airports, and transit hubs has attracted higher ad spends from brands looking to capture consumer attention in high-footfall areas.

India’s growing aviation infrastructure has also played a crucial role, with new airports driving OOH investments from brands leveraging premium placements to engage a captive audience. With rising urbanisation and improved infrastructure, advertisers are increasingly tapping into smaller towns to connect with aspirational consumers. High exposure rates have made it a lucrative medium for brands.

The 2024 parliamentary elections created a surge in political advertising with almost all political parties using outdoor in a big way, although for short periods. This resulted in a dramatic 20% surge in Q4, significantly outpacing the 7% growth in Q1 and 6% in Q3 over the same period in 2023. The election season contributed Rs 205 Crore to the OOH industry, marking an 86% increase from the previous year’s Rs 110 Crore.

The report further delves into top categories that spent big on OOH in 2024: Real Estate showed a remarkable growth of as high as 28%, contributing over Rs 1,000 Crores in 2024 up from Rs 789 Crore in 2023. It became the largest contributor to Outdoor AdEx with its share increasing from 19% in 2023 to 22% in 2024.

Organised Retail, Consumer Services, FMCG and BFSI were the other significant contributors. FMCG grew by 10%, contributing Rs 506 Crore in 2024 compared to Rs 460 Crore in 2023, and maintained an 11% share.

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