India OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 471.5 Million |
| Market Size (2029) | USD 637.32 Million |
| CAGR (2024 - 2029) | 6.21 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
India OOH and DOOH Market Analysis
The India OOH And DOOH Market size is estimated at USD 471.5 million in 2024, and is expected to reach USD 637.32 million by 2029, growing at a CAGR of 6.21% during the forecast period (2024-2029).
- DOOH advertising provides several advantages over traditional OOH advertising. It is more engaging, targeted, and measurable. Moreover, DOOH ads can be updated more frequently. Advertisers are now strategically placing DOOH ads in a diverse array of locations, spanning airports, malls, metro stations, and bus stops. This strategic placement ensures advertisers can reach a broad and varied audience.
- The market benefits from the ready availability of advanced screens that are capable of delivering real-time, contextually relevant content. Notably, the mounting installations of liquid crystal display (LCD) screens on buses for advertising purposes are further amplifying market growth.
- India, with a population of 1.43 billion, is a key market for digital out-of-home (DOOH) advertising due to its increasing urban population and rising purchasing power. The region's developed infrastructure significantly supports the growth of the DOOH market. Brands using DOOH could utilize the benefits of digital display advertising, such as data-driven targeting, measurement, and the flexibility to set creative mid-campaign based on performance and the assurance of viewability and non-fraudulent traffic.
- Emerging technologies, particularly artificial intelligence (AI) and machine learning (ML), are set to significantly boost the growth of DOOH advertising in the country. AI and ML enhance the targeting and personalization of DOOH ads, improve the measurement and attribution of DOOH campaigns, and enable the creation of more engaging and innovative DOOH advertisements.
- However, DOOH advertising in India faces challenges. One major issue is the lack of awareness and understanding among advertisers. Another significant challenge is the high cost associated with DOOH advertising.
India OOH and DOOH Market Trends
Ongoing Shift Toward Digital Advertising Expected to Boost Market Growth
- India has witnessed a notable surge in digitalization, propelled by technological advancements, expanding internet access, heightened consumer awareness, and deepening globalization. This digital transformation has ushered in key technology trends, including the Internet of Things, AI, Big Data analytics, and augmented reality (AR), reshaping not just business operations but also societal dynamics and work environments.
- The Ministry of Housing and Urban Affairs, under the Government of India, spearheads the Smart City Mission. This initiative focuses on leveraging technology and innovation to foster sustainable and inclusive urban development, ultimately elevating the quality of life and operational efficiency in cities. Presently, the program has earmarked 100 cities in India for its developmental initiatives.
- By the end of the financial year 2023, India had nearly 851 million internet connections, a significant increase from 493.96 million in 2018. Despite around 70% of India's population living in rural areas, urban regions continued to dominate in internet connectivity, with 507 million connections in 2023.
- The Information and Broadcasting Ministry of India unveiled the 'Digital Advertisement Policy 2023,' aimed at bolstering the Central Bureau of Communication (CBC), the advertising arm of the Central government, for digital media campaigns. According to TRAI's 'Indian Telecom Services Performance Indicators' report for January–March 2023, India's internet penetration surpassed 880 million, with telecom subscribers exceeding 1,172 million in March 2023.
Billboards to Witness Significant Growth
- Traditional billboards were the earliest form of outdoor advertising, featuring static displays of brand messages and product promotions. The digital revolution introduced digital billboards, which display dynamic content and adapt to various marketing strategies. With the rise of shopping malls in India, these locations became prime spots for outdoor advertising, directly reaching shoppers. Airports in India also emerged as high-impact advertising hubs, targeting a captive and potential audience.
- The market is poised for growth, driven by innovations like 3D and mobile billboards. These advancements are broadening advertising applications, ushering in a new era of marketing, and elevating customer experiences for businesses.
- Moreover, the initiatives launched by the market players in India are further boosting the growth of the market studied. For instance, in May 2024, Khushi Advertising, a specialized integrated OOH agency, partnered with McDonald's India (West & South) and The Phoenix Mills Ltd. By strategically placing their 3D content in a bustling environment, these companies are maximizing visibility and foot traffic. This approach not only drives store visits but also significantly boosts brand recall while maximizing views and fosters enduring brand impressions. It achieves this by prominently featuring large text, celebrity images, and clearly outlined product benefits alongside crucial details like pricing.
- Players in the market are involved in the launch of innovative products to cater to the rising demand from various brands. For instance, in April 2024, as the IPL season kicked off, Flipkart launched its Large TV billboard activation across the country. The campaign, designed by 22feet Tribal Worldwide, cleverly tapped into India's cricket craze to enhance the viewing experience for fans through playful banter with multiple brands.
India OOH and DOOH Industry Overview
The Indian out-of-home (OOH) and digital-out-of-home (DOOH) market is fragmented. It comprises several extensive outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few local markets. Some of the major players in the market include JCDecaux, Laqshya Media Group, Dentsu, and AdOnMo, among others.
- April 2024: Parle Agro, a prominent player in the beverage industry, launched out-of-home (OOH) campaigns for its flagship brands: Frooti, Appy Fizz, and Smoodh. These campaigns, strategically timed for the summer season, are crafted to enhance brand visibility and engagement, targeting a nationwide audience in India.
- August 2023: Dentsu India congratulated the Indian Space Research Organization (ISRO) for Chandrayaan-3's successful soft landing on the moon. To mark this achievement, Dentsu India launched a DOOH campaign in Mumbai, expressing its respect and support for ISRO. Executed by Posterscope India, Dentsu's OOH specialist agency, each digital billboard featured Dentsu's congratulatory message, celebrating this success.
India OOH and DOOH Market Leaders
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JCDecaux SE
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Laqshya Media Group
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Times OOH
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AdOnMo
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Dentsu
*Disclaimer: Major Players sorted in no particular order
India OOH and DOOH Market News
- February 2024: The Dadasaheb Phalke International Film Festival Awards 2024, India's premier film accolade, was scheduled for February 20th, 2024, in Mumbai, Maharashtra. Organizers revealed Adonmo as the sole DOOH partner, marking a collaboration between cinematic excellence and innovative outdoor advertising.
- February 2024: Aditya Birla Finance enhanced its brand recognition and attracted potential customers through a comprehensive out-of-home campaign in partnership with Platinum Outdoor, a division of Madison World. This well-coordinated media mix allowed the campaign to engage audiences in 12 different cities.
India OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Competitive Rivalry within the Industry
- 4.2.5 Threat of Substitutes
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Increasing Use of Recommendation Engines
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country (Based on Availability)
- 5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Country
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Others
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6.2 By Application
- 6.2.1 Billboard
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Others (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-Based Media
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6.3 By End-User Industry
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE*
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7.1 Company Profiles
- 7.1.1 JCDecaux SE
- 7.1.2 Laqshya Media Group
- 7.1.3 Times OOH
- 7.1.4 AdOnMo
- 7.1.5 Dentsu
- 7.1.6 ARMOUR Digital
- 7.1.7 Ooh! Media Digital PTY Limited
- 7.1.8 Mooving Walls
- 7.1.9 PlayAds Advertisement Spaces Pvt. Ltd
- 7.1.10 Bellplus Media
- *List Not Exhaustive
8. FUTURE OUTLOOK
** Subject To AvailablityIndia OOH and DOOH Industry Segmentation
Digital out-of-home (DOOH) advertising involves showcasing dynamic digital ads in public spaces, be it indoors or outdoors. It is essentially a fusion of digital technology with the traditional out-of-home advertising landscape. This transition to digital OOH has eclipsed the more traditional offline approaches.
The OOH and DOOH market in India is segmented by type (static [traditional] OOH and digital OOH [programmatic OOH and other DOOH types]), application (billboards, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Others | ||
| By Application | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-Based Media | ||
| By End-User Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End Users |
India OOH and DOOH Market Research FAQs
How big is the India OOH And DOOH Market?
The India OOH And DOOH Market size is expected to reach USD 471.5 million in 2024 and grow at a CAGR of 6.21% to reach USD 637.32 million by 2029.
What is the current India OOH And DOOH Market size?
In 2024, the India OOH And DOOH Market size is expected to reach USD 471.5 million.
Who are the key players in India OOH And DOOH Market?
JCDecaux SE, Laqshya Media Group, Times OOH, AdOnMo and Dentsu are the major companies operating in the India OOH And DOOH Market.
What years does this India OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the India OOH And DOOH Market size was estimated at USD 442.22 million. The report covers the India OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the India OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
India OOH and DOOH Industry Report
Statistics for the 2024 India OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. India OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
