‘More organized & standardized OOH ecosystem across cities needed’

OOH advertising continues to evolve as cities modernise, mobility patterns shift, and digital formats expand across urban landscapes. In this changing environment, brands are reassessing the role of outdoor media not only as a visibility driver but as an essential part of a balanced and effective media mix. Sharing his perspective, Kunal Gurnani explains how OOH has shaped the Utkarsh India’s marketing journey, the challenges that persist, and what the ecosystem must improve for the medium’s next leap forward. 

The role of OOH in meeting marketing goals 

OOH, Kunal says, has played a central role in strengthening top-of-mind awareness across high-traffic, high-footfall locations. Its presence enables the brand to maintain broad, consistent visibility and drive recall in a way that complements digital and ATL initiatives. “OOH has played a pivotal role in reinforcing our top-of-mind awareness,” he shares. “It provides consistent, widespread visibility and elevates brand recall, working seamlessly alongside our digital and ATL initiatives.” 

He also highlights one of outdoor’s continued advantages, its ability to reach audiences not captured effectively through digital or print. “OOH enables us to connect with audiences that often fall outside the reach of digital or print,” he adds, making it a critical component of a comprehensive media presence. 

What OOH delivers that no other medium can 

According to Kunal, the biggest differentiator of OOH is its sheer physical impact. “OOH stands out for its unmissable, high-impact presence,” he notes. Its scale, location precision and ability to create larger-than-life brand impressions offer a level of dominance that digital channels simply cannot replicate. 

He emphasizes the unique advantage of being unskippable. “Unlike digital ads, OOH is unskippable and unblockable,” he says, making it particularly effective for mass visibility and continuous reinforcement of brand messaging. This characteristic allows outdoor advertising to remain resilient despite heavy fragmentation across other media platforms. 

Expected growth in OOH budgets 

Looking ahead, Kunal sees OOH investments rising steadily. “Yes, we expect OOH budgets to grow by around 10-15%,” he says. The expansion of Digital OOH, the availability of better display formats, and increasing urban mobility are improving both measurability and ROI, making the medium more compelling for brands. 

He also notes that as cities adopt premium, well-regulated OOH structures, brand confidence is naturally increasing, leading to a more positive investment outlook for the medium. 

Persistent challenges in the OOH ecosystem 

Despite its strengths, several structural challenges continue to limit OOH’s full potential. Kunal points to the lack of standardized formats and quality benchmarks across regions, inconsistencies in measurement systems, and cluttered environments in certain markets that dilute impact. Night visibility, especially on non-illuminated units, also remains an operational concern. 

These issues, he emphasises, highlight the need for a more unified and reliable framework that supports planning, assessment, and brand trust. 

What stakeholders must prioritise 

Kunal outlines a clear wish-list for the ecosystem. “A more organized and standardized OOH ecosystem across cities” is top priority, along with transparent and unified measurement metrics to enable better decision-making. Improved maintenance, illumination, and hygiene of media assets are essential, as is a stronger push toward digital OOH innovation. 

He also stresses the value of deeper collaboration. “Closer partnership between agencies and brand teams can elevate planning and execution,” he notes, calling for a more coordinated approach. 

The evolving purpose of OOH 

Kunal sums up his perspective with a view on how the medium itself is changing: 

“OOH is no longer just about visibility; it’s about creating impact where the consumer lives, moves, and makes decisions. As the medium evolves, so must the ecosystem supporting it,  with better data, better formats, and better innovation.”