Crafting urban narratives: How OOH is Shaping city identity

Here’s his perspective:

As cities transform into dynamic ecosystems of experience, OOH advertising is evolving into a powerful instrument of urban expression. OOH is no longer confined to static billboards. Instead, it is becoming a medium for crafting immersive, data-driven, and culturally resonant experiences that contribute meaningfully to the urban environment. 

Iconic OOH is becoming central to city branding 

Global trends show that large-scale digital OOH (DOOH) installations are emerging as urban signifiers. Times Square in New York attracts over 50 million visitors annually, while Piccadilly Lights in London and Shibuya Crossing in Tokyo each see daily footfalls over 100,000. These sites are not only commercial zones but cultural landmarks that contribute to city identity and tourism. 

India’s DOOH market is quickly catching up, projected to grow at a CAGR of 12.6% through 2027. Assets like RoshanSpace’s ProDigi Flagpoles and TWINN exemplify the shift—offering dynamic, scalable, and visually distinctive formats that elevate both brand impact and urban engagement. 

Immersive design drives deeper audience connection 

The design of these installations plays a critical role in their long-term value. The LED canopy at Fremont Street in Las Vegas, which draws over 23 million visitors annually, transforms public space into a sensory-rich destination. India’s new-generation DOOH formats are beginning to replicate this model by blending local design sensibilities with high-impact visuals. 

According to a joint KPMG–FICCI report, experiential OOH drives 1.7 times higher engagement than static formats. Integration of responsive technology, contextual content, and local cultural cues is key to making these structures resonate with urban audiences. 

Design thinking and regulation go hand in hand 

Creating an OOH landmark doesn’t start with tech—it starts with planning. In cities like Tokyo, design codes ensure visual harmony between media surfaces and urban infrastructure. Similar principles are now visible in India, where municipal authorities assess factors like spatial flow and pedestrian visibility before approving OOH placements across flyovers, skywalks, and metro zones. 

A Knight Frank India study found that 70% of urban Indians prefer public advertising that blends into the cityscape rather than disrupts it. This underscores the need for thoughtful placement and user-first design. 

Safety and compliance are non-negotiable 

As OOH formats become more complex, safety becomes a foundational requirement. In cities like Seoul and Singapore, DOOH installations follow stringent codes related to weather resilience, structural integrity, and crowd safety. Singapore’s Land Transport Authority mandates quarterly audits of all large-format OOH assets. 

In India, the industry is moving in the same direction. According to the Indian Outdoor Advertising Association (IOAA), new DOOH formats in metro cities now include predictive maintenance systems, wind-load resistance testing, and fire-retardant materials to ensure durability and compliance year-round. 

Tech innovation is transforming content delivery 

What truly powers modern OOH is the technology behind the screens. Platforms like Desync CMS and Screen Sync Tech enable contextual creative delivery, hyperlocal targeting, and seamless visual coordination across sites. 

Recent campaigns for Zepto and Birla Opus Paints used Desync to push creatives based on live weather, footfall, and geographic clusters. With Screen Sync Tech, synchronized creative rotations across multiple sites generated viral attention, even creating buzz on platforms like Sicua Medi. 

These innovations are not just technical flexes—they’re performance drivers. Nielsen’s Global OOH Study (2023) found that campaigns using audience analytics and real-time data achieved 40% higher ROI and saw a 20% lift in purchase intent compared to static formats. 

Sustainability is now a strategic priority 

As global media buyers increasingly prioritize sustainability, OOH has to adapt. According to PwC’s Media Outlook Report, 72% of global brands now consider environmental sustainability a key factor in media planning. 

In response, companies like RoshanSpace have implemented smart dimming systems, motion-activated lighting, and recycled aluminium structures across their DOOH assets. Industry reports suggest these eco-conscious upgrades can lower operating costs by up to 28% while qualifying for green advertising credits. 

Collaboration is key to lasting impact 

Landmark OOH cannot succeed in isolation. Successful projects require close collaboration between advertisers, municipal bodies, designers, and technologists. In Mumbai, RoshanSpace’s integrations along arterial roads have shown that smart OOH media can simultaneously enhance infrastructure and elevate the city’s aesthetic. 

As Indian cities advance toward smarter, more sustainable futures, OOH must evolve beyond advertising. With the right blend of creativity, compliance, and data, it becomes an architectural voice, one that helps shape how we see, feel, and remember our cities.