The future of Indian OOH: Transit media driving the next big wave

Out-of-home (OOH) advertising has long been a dynamic and evolving medium in India. Traditional formats like billboards, bus shelters, gantries, and unipoles have been mainstays, consistently commanding a 60% share of the OOH media mix over the past two decades. 

“Traditional formats offer immense visibility and extensive reach, making them indispensable for iconic brands like Amul, HUL, and even global players like Apple and Amazon,” says Aman Nanda, Chief Strategy Officer and Head of Marketing at Times OOH. Despite the rise of new formats, these staples remain integral to many campaigns, especially in high-traffic areas. 

Transit media: a rising star in the OOH mix 

Transit media, encompassing advertising in airports, metro systems, and other transit hubs, has emerged as a game-changer. Over the years, its share in the OOH media mix has grown from 25% to 35%, with projections suggesting it could reach 40% by 2026. 

“India’s rapidly expanding transit infrastructure is a key driver,” Aman notes. “With plans for 400 airports by 2047 and over 1,000 kilometers of metro lines under construction, transit hubs are becoming high-value spaces for advertisers.” 

Transit media offers unique advantages, including high dwell times, premium audience quality, and legal clarity. Airports, in particular, are proving to be lucrative, showing double-digit revenue growth annually. 

Data and analytics shaping transit media 

One of the standout features of transit media is its ability to leverage data and analytics to create highly targeted campaigns. Times OOH has been at the forefront of using audience insights to craft effective advertising strategies. 

“We’ve conducted extensive passenger profile studies that uncover shopping preferences, app usage, entertainment habits, and more,” says Aman. “At airports and metro stations, we know how much time passengers spend in specific areas like ticketing zones or concourses. These insights allow advertisers to craft precise, impactful campaigns.” 

The rise of digital out-of-home (DOOH) 

As transit spaces become increasingly digitized, the role of digital out-of-home (DOOH) is expanding. Globally, DOOH innovations like programmatic DOOH (pDOOH), anamorphic displays, and AR/VR technologies are reshaping the industry. India is following suit, with the share of DOOH assets expected to grow from 9% to 15% in the next two years. 

“Transit environments, being largely weather-controlled, are ideal for DOOH,” explains Aman. “pDOOH, in particular, is driving growth by enabling hyper-local targeting and real-time audience engagement. At Times OOH, we’ve seen significant revenue growth in pDOOH across airport locations in 2023.” 

With global pDOOH spending projected to exceed $1 billion by 2025, the Indian market is poised to contribute significantly to this surge. 

Global parallels and the indian advantage 

Transit media’s growth is not unique to India. In the U.S., for instance, transit advertising has seen a rapid rise, with ad spending in the category growing by 18.8% year-over-year in Q1 2024. DOOH is also gaining momentum globally, expected to account for over 40% of total OOH ad spend by 2026. 

“India is uniquely positioned to benefit from its expanding urban infrastructure and digital penetration,” says Aman. “The scale and pace of transit development here provide unmatched opportunities for advertisers to tap into high-traffic, high-dwell-time environments.” 

Balancing tradition and innovation 

While transit and DOOH formats are reshaping the OOH landscape, traditional formats remain indispensable. Each format caters to distinct audiences and serves specific advertising goals. 

“At Times OOH, we’re committed to maintaining a strong presence in traditional media while expanding our transit and digital portfolios,” Aman emphasizes. “The future of OOH lies in achieving a balance—leveraging the strengths of each format to create comprehensive, impactful campaigns.” 

A bright future for indian OOH 

Looking ahead, the synergy between traditional formats and emerging innovations like transit and DOOH will define the future of OOH advertising in India. As cities continue investing in smarter, more sustainable infrastructure, the demand for advertising in transit spaces is expected to grow exponentially. 

“The future of Indian OOH is bright and moving at full speed,” says Aman. “We’re entering an era of sophisticated, data-driven, and impactful advertising that will set new benchmarks for the industry.”