“UP is growing, but small agencies are being left behind”

Uttar Pradesh’s OOH advertising market is expanding across major cities and emerging clusters, yet the pace and benefits of this growth remain uneven. For Saurabh Sharma, the state’s OOH evolution is undeniable — but so are the widening gaps in opportunity and policy support for smaller media owners. His observations reflect the lived reality of players navigating a fast-commercialising environment where infrastructure is growing, but inclusivity is lagging. 

A market that’s strong but uneven 

Saurabh acknowledges that UP’s OOH demand has risen consistently, with major advertisers investing heavily in Tier 1 and A-category cities. “The market is good,” he says, pointing to the steady inflow of campaigns across verticals. But he is quick to clarify that this growth doesn’t lift everyone equally. Larger agencies and corporate media owners continue to dominate the landscape, while smaller players struggle to access the same opportunities, inventories, and margins. 

This unevenness, he suggests, is shaping the competitive balance within UP’s outdoor ecosystem. 

Policies that disadvantage smaller agencies 

For Saurabh, the biggest roadblock today is policy — or more specifically, policy that does not support smaller independent media owners. “Nowadays government policies are not supporting small agencies,” he states plainly. 

Fragmentation in permissions, high compliance costs, and regulations that favour larger tenders have collectively made it harder for regional players to sustain or grow. The environment, he implies, needs structural fairness to ensure that independent operators remain part of UP’s expanding OOH opportunity. 

Growth patterns shaped by big agencies 

He notes that the state’s outdoor growth is currently led by big advertisers and pan-India agencies. “Corporate and big agencies are focused in UP,” Saurabh says, emphasising that their presence drives large-format visibility but also raises entry barriers for smaller businesses. 

While UP’s markets — from Lucknow and Varanasi to Kanpur and Prayagraj — are seeing consistent demand, the benefits disproportionately tilt towards larger media operators with deeper networks and financial muscle. 

Formats that continue to dominate 

Saurabh keeps his assessment of format performance straightforward: “All A-type cities,” he says, referring to the high-demand zones that attract most brand spending. In these areas, traditional formats continue to outperform. 

“Billboards and transit media continue to see the most traction,” he explains. Hoardings, bus shelters, and mobile formats remain advertisers’ preferred choices due to their massive reach and cost efficiency, particularly in city centres and high-traffic corridors. 

Digital OOH adoption remains slow 

Despite UP’s rapidly changing urban landscape, Saurabh believes digital OOH adoption remains limited. “Not much,” he admits when asked about DOOH uptake. High installation costs, lower awareness, and limited brand readiness mean that static formats still command the majority of demand, especially outside the major metros in the state. 

Advertisers driving the market 

For Saurabh, OOH continues to hold relevance across sectors. “Almost all sectors,” he says, reflecting the medium’s universal visibility. From real estate and retail to healthcare, politics, and local brands, the advertiser mix remains broad — one of UP’s strengths as a diverse consumer market. 

A call for a more equitable market 

Saurabh’s views capture a crucial sentiment within UP’s OOH ecosystem: the need for policy and structural support for small and mid-sized agencies. As the state’s outdoor landscape becomes more organised and commercially attractive, ensuring inclusivity will be key to sustaining its long-term growth.