Market Trends of India OOH And DOOH Industry
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.
Understand The Key Trends Shaping This Market
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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.
