Surat’s OOH market faces a static squeeze, but DOOH opens a new window

Surat’s OOH market continues to remain strong, but the city’s changing physical landscape is putting pressure on conventional hoardings. According to Manthan Patel, Owner, Venus Publicity, new private hoarding permissions have been closed, while road development and changing municipal guidelines could further reduce existing inventory. 

With 70–80% of Venus Publicity’s business now coming from national and corporate advertisers, the changing demand is also pushing the market towards formats that offer greater flexibility. Manthan believes digital OOH could become an important part of that transition, with national brands increasingly interested in digital and its ability to support more dynamic creative. 

For established media owners, older inventory costs provide some protection from rising media expenses. However, as new development and stricter guidelines reshape the city’s outdoor landscape, the economics of creating new inventory could become increasingly challenging. 

Digital, therefore, represents more than a technological shift. Manthan sees it as a new creative opportunity for Surat, particularly because the city’s digital environment can offer advertisers greater flexibility in how they use moving content and video. 

Infrastructure development ahead of the Commonwealth Games could further accelerate change. While better roads and investment can strengthen Gujarat’s wider economy, they could also put conventional outdoor inventory under pressure as the city prioritises aesthetics and redevelopment. 

Despite these challenges, Manthan remains positive about Surat’s OOH future. With national advertisers becoming a larger part of the market and digital creating new possibilities, he believes the next phase of growth will depend on how effectively the industry and the corporation balance development, regulation and commercially viable outdoor media.