Insights

Media24x7 bets on Tier 2 and Tier 3 growth as it expands DOOH footprint

Vipin Kumar, Co-Founder and Director, Media24x7, discusses the company’s expansion across North India, the growing importance of Tier 2 and Tier 3 markets, and why DOOH is becoming central to its future growth strategy.

Published

June 9, 2026

Himanshi Jain

Media24x7 is strengthening its presence across North India as it looks to capitalise on the growing OOH opportunities emerging beyond metropolitan markets.

Speaking to Media4Growth, Vipin Kumar, Co-Founder and Director, Media24x7, said that Tier 2 and Tier 3 cities are increasingly becoming key growth drivers for the outdoor advertising industry. According to him, infrastructure development across cities such as Lucknow, Jaipur, Chandigarh, and regions across Uttar Pradesh and Uttarakhand is creating new opportunities for advertisers and media owners alike.

“Earlier, local businesses dominated outdoor advertising in many of these markets. Today, national and digital-first brands are actively investing in OOH to build visibility and credibility,” he said.

While real estate continues to be the dominant advertising category, Vipin noted that FMCG, automobile, education, gaming, luxury, and D2C brands are also increasing their OOH spends, particularly along highways, expressways, metro corridors, and organised retail hubs.

Traditionally focused on static outdoor media, Media24x7 is also accelerating its transition towards DOOH advertising. The company has begun deploying LED screens across Ghaziabad, with more than 10 screens already operational and plans to expand the network further.

“While static OOH remains our core business, we have begun investing in DOOH. In Ghaziabad alone, we are deploying nearly 30 LED screens,” Vipin shared.

However, he believes policy restrictions continue to slow the adoption of DOOH in Delhi NCR compared to markets such as Mumbai, where digital outdoor infrastructure has grown more rapidly.

Vipin also highlighted the challenges associated with building OOH infrastructure, pointing to the lack of a centralised regulatory framework and varying approaches adopted by local authorities across cities. Despite these challenges, he remains optimistic about the industry’s future, driven by expanding infrastructure networks and evolving advertiser demand.

For Media24x7, the focus remains on growing alongside emerging markets while steadily building a stronger digital footprint across North India.