‘DOOH presents a compelling case for brands to invest more’

Year 2023 saw a notable increase in digitisation of OOH advertising space, with OOH gaining traction, adopting interactive and dynamic content for greater engagement. Haresh Nayak, Founder & CEO, Connect OOH Inc. says, “The addition of data analytics increased targeting and personalisation, bringing in more precise targeting and transparency. Sustainability became the focus, and environmentally friendly products and practices gained prominence, via new rules and policies in many states in India. Mobile integration for real-time interactions with OOH ads surged. Additionally, creative use of CGI, AR and VR technologies emerged, transforming static billboards into immersive experiences. Lastly, collaborations with influencers and brand ambassadors became prevalent for more impactful campaigns, reflecting a shift towards experiential and socially conscious advertising strategies.”

In terms of industry growth, Haresh observes that the trajectory is largely influenced by factors like digital transformation, innovative ad formats, deeper market penetration by OOH and evolving consumer behaviour.

The brand categories that were most active in OOH during 2023 were Automobiles, Real Estate, Media, E-com & FMCG.

In this period, Connect OOH handled major campaigns for brands like Viacom 18, Vadilal, Tata Motors, Hero, Pernod Rickard.

Commenting on the DOOH growth prospects, Haresh says, “The growth of DOOH presents a compelling case for brands to invest more in the OOH space. DOOH's dynamic, targeted, and measurable nature aligns with modern marketing needs, attracting brands seeking interactive, data-driven, and engaging advertising solutions. The flexibility, real-time adaptability, and potential for personalised content in DOOH campaigns enhance brand visibility and consumer engagement. As brands increasingly value digital strategies, the scalability and tech-driven advantages of DOOH are poised to drive greater spending in the overall OOH sector, reflecting a shift toward innovative, tech-infused advertising methods.

Looking ahead, Haresh expects Indian OOH to sustain a 10-12% annual growth even as the industry sees swift transition to DOOH, innovative ad formats and deeper market penetration.