Southern Markets show promise, but OOH challenges persist, say industry leaders

At the third edition of South India Talks OOH, a key panel discussion brought together leading voices from the industry to discuss the apparent gap between the economic potential of South India and the relatively lower advertising spend on Out-of-Home (OOH) media in the region. The panel included Deepa Gupta, Vice President West & South at MOMS Outdoor Media Solutions – Madison OOH; Shalini Sankar, National Head – Business Development at Laqshya Media Group; and Suresh Seerna, Director of RSB Retail India. The session was moderated by Rajiv Raghunath, Founder & CEO of Wellversed Media and Business Adviser to VJ Media Works. 

The spend discrepancy: A question of alignment 

The discussion opened with the well-established observation that South India contributes significantly to the national GDP (approximately 30%) and shows higher-than-average urbanization and income levels. Despite this, OOH ad spends in the region lag behind. Moderator Rajiv Raghunath asked panelists to explore the reasons for this gap. 

Shalini Sankar emphasized that one of the biggest hurdles lies in inconsistent and unreliable media infrastructure across key Southern cities. She pointed out that in cities like Hyderabad and Bengaluru, policy shifts and lack of clarity often result in media being pulled down, reducing advertiser confidence. The constant flux makes it difficult for marketers to plan and execute long-term campaigns. 

Format and language challenges 

Shalini also highlighted the creative complexities brands face when executing campaigns in the South. With multiple languages spoken across states, marketers often struggle with messaging consistency and cultural relevance. This, she argued, can discourage pan-India brands from heavily investing in the region. 

Deepa Gupta echoed this, pointing out that the aesthetics and quality of available media are also factors. She explained that national agencies often find it challenging to pitch Southern inventory to brands due to lack of standardisation, visibility, or marketing efforts by media owners. “You can’t just put a contact number on a billboard and expect us to sell it,” she said. 

Retail perspective and the need for 360-degree strategy 

Suresh Seerna brought in a brand marketer’s perspective, speaking from his experience at RSB Retail India. He acknowledged that traditional hoardings have decreased in number while tariffs have risen, causing brands to reconsider their media mix. For newer, younger audiences, his brand is increasingly relying on digital and in-mall placements where dwell time is higher. 

He stressed the importance of reaching younger consumers through contextually relevant media formats like in-metro and mall media, rather than relying solely on traditional OOH. 

Action points for media owners 

When asked about how regional media owners could better attract national advertisers, Deepa listed clear takeaways: improve media aesthetics, invest in sales skills, and actively market available inventory to agencies and brands. “We want to partner with media owners, not just act as gatekeepers,” she said, urging for collaboration that includes shared data and co-pitching strategies. 

Conclusion: Building trust and standardisation 

The panel concluded with consensus that the South Indian OOH ecosystem holds immense promise, but needs better standardisation, reliable media options, and more proactive collaboration between media owners and agencies. With cities like Bengaluru and Hyderabad being major economic centres, unlocking their full OOH potential could significantly shift national advertising patterns.