India’s OOH market is evolving into a more technology-driven ecosystem: PwC report

India’s OOH advertising market is undergoing a structural shift, with digitalisation and data increasingly influencing how the medium is developed, bought and experienced. PwC describes the sector as evolving into a digital and data-driven ecosystem, supported by economic growth, accelerating urbanisation and significant investment in transport infrastructure. The report projects the Indian OOH market to grow at a 2.9% CAGR through 2030. 

A major catalyst for this evolution is the expansion of India’s transit infrastructure. Investments in metro rail systems, highways and airports are creating high-dwell-time environments that offer advertisers access to large, mobile and increasingly affluent audiences. PwC highlights the rapid expansion of metro networks across Delhi, Mumbai, Bengaluru, Chennai and Kolkata, alongside new systems being developed in emerging urban centres. 

These developments are simultaneously expanding the availability of premium digital advertising inventory. Media owners are investing in high-impact digital installations across airports, railway stations, metro networks and roadside locations, accelerating the industry’s movement towards DOOH. PwC expects DOOH to account for more than 34.5% of total OOH advertising expenditure in the period covered by its outlook. 

The shift is visible in the revenue trajectory as well. PwC projects DOOH revenue to rise from USD 193 million to USD 318.5 million by 2030, while physical OOH revenue is projected to move from USD 365.9 million to USD 326.3 million. The numbers point to a changing composition of the market, with digital taking an increasingly significant share of OOH revenues. 

PwC’s projections also track the expansion of digital screen infrastructure. The number of digital 2D screens is projected to reach 6,501 by 2030, while digital 3D screens are expected to remain close to the 5,000-screen mark. This growing digital footprint is giving media owners more inventory capable of supporting dynamic and flexible advertising formats. 

Programmatic buying is emerging as another important development. PwC points to the introduction of programmatic DOOH capabilities at Bengaluru’s Kempegowda International Airport, providing advertisers automated access to 64 digital screens generating more than 41 million monthly impressions. The model allows brands to target high-value audiences such as business travellers with greater precision and campaign flexibility. 

The report sees programmatic trading as particularly significant because it brings DOOH closer to the wider digital advertising ecosystem. Automated buying, audience targeting and campaign optimisation can make digital outdoor inventory more attractive to advertisers looking for measurable and targeted media investments. 

At the same time, the technology layer is expanding beyond programmatic. PwC highlights continued investment in digital bus shelter networks, large-format video walls and AI-enabled content creation platforms. These developments are allowing advertisers to explore dynamic content, real-time messaging and integrated campaigns that bring together OOH, DOOH and digital marketing. 

The report also identifies urbanisation, infrastructure development and the rising spending power of India’s large Gen Z consumer base as factors that can support the sector’s growth. As digital inventory expands across transit hubs, airports and metro networks, the medium is gaining more opportunities to engage audiences in environments where they are moving, commuting and spending time. 

For advertisers, this evolution could make OOH increasingly relevant within a broader omnichannel media strategy. The combination of physical presence with digital capabilities creates opportunities for brands to use outdoor not only for visibility, but also for more targeted, flexible and data-led communication. 

PwC’s outlook ultimately points towards an OOH ecosystem where technology, data and infrastructure are becoming increasingly central to value creation. With programmatic trading becoming more widespread and digital inventory expanding across key urban environments, the report expects the market to unlock new revenue pools and become a more sophisticated, technology-driven advertising ecosystem.