OOH in Gujarat: Growing demand, growing need for certainty

Gujarat’s OOH market is evolving beyond Ahmedabad, with Rajkot and the wider Saurashtra region seeing growing demand for premium locations, better planning and more strategic outdoor campaigns, according to Mihir Bhatt, Director, WebPulse AD. 

Mihir said advertisers across retail, real estate, automotive, education, healthcare, jewellery and consumer brands are increasingly looking at OOH as more than a visibility medium. “The interesting shift is that OOH is moving from simply being a visibility medium to becoming a strategic brand-building medium,” he said. 

As demand grows, Mihir sees opportunities for DOOH, dynamic content, improved illumination, data-led planning and technologically advanced formats. However, he believes greater investment will depend on regulatory certainty and a level playing field for compliant media owners. 

“The industry has both the appetite and the capability to invest. But these investments require regulatory certainty and reasonable long-term visibility,” Mihir said, adding that the larger concern is ensuring compliant media owners are not competing with unauthorised inventory. 

For WebPulse AD, the focus is on strengthening its network through high-quality and strategically important assets rather than simply increasing the number of sites. Mihir also sees infrastructure development in Gujarat, including the potential impact of the Ahmedabad 2030 Commonwealth Games, as an opportunity for the OOH industry. 

He believes the next phase of growth will require greater collaboration between authorities, media owners, agencies and advertisers. “The future of OOH will not be built by one stakeholder, it will be built by the ecosystem working together,” Mihir said. 

Read the full article in the latest edition of Outdoor Asia Magazine.