“UP’s outdoor landscape is dynamic, expanding, and full of promise”

Uttar Pradesh’s OOH market is no longer a passive regional extension of Delhi-NCR — it has become a network of high-growth cities powered by mobility, tourism, and rising local consumer engagement. From Lucknow to Varanasi and Agra to Prayagraj, large-format media, transit assets, and new digital touchpoints are drawing strong advertiser attention across the state. 

In this edition of the series, Vinay Verma, Director, BBanner Media Pvt Ltd, shares his perspective on the state’s OOH momentum — a view rooted in day-to-day market experience, city-level diversity, and his understanding of how brands behave across UP’s advertising landscape. 

A dynamic market with expanding opportunities 

Vinay describes Uttar Pradesh’s OOH environment as “dynamic and full of opportunities,” emphasising that several cities today offer both scale and brand depth. “Cities like Lucknow, Varanasi, Agra, Ayodhya, and Prayagraj offer a huge audience and potential for brand growth,” he says, pointing to how rising mobility, tourism, and infrastructure expansion have strengthened each city’s advertising footprint. 

What excites him most is the spread of demand. Instead of a single metro driving visibility, multiple high-population centres are emerging simultaneously — each with a distinct value proposition for advertisers. 

Cities leading the demand curve 

Echoing market growth across regions, Vinay identifies a clear cluster of high-traction cities. “Lucknow, Varanasi, and Agra are leading the OOH demand,” he notes. These cities combine strong local commerce, cultural attraction, and consistent consumer movement, giving brands visibility at scale. 

Lucknow’s metro network, Varanasi’s tourism-heavy corridors, and Agra’s international footfall create a natural pull for advertisers seeking high-frequency exposure. Vinay observes that this mix has widened the state’s advertising opportunities far beyond traditional hotspots. 

Growth trends: A shift toward data-driven OOH 

The last few years, according to Vinay, have reshaped advertiser expectations in UP. “We’ve seen a significant shift towards digital OOH adoption, data-driven optimisation, and experiential interactive OOH,” he shares. This shift marks a clear transition in the market — from static visibility to measurable impact. 

Vinay points out that brands are increasingly looking at how OOH can offer not just exposure, but engagement. While the adoption curve differs by city tier, the appetite for tech-enabled formats has undoubtedly grown. 

Formats: Static still dominates, but digital is rising 

While UP’s OOH universe is evolving, Vinay highlights that static large-format media remains central. “Static outdoor media is still the most prominent for promoting brands, offering large-scale visibility,” he says. Traditional media continues to deliver unmatched scale in high-traffic zones across cities, making it indispensable for regional outreach. 

At the same time, he notes a clear rise in digital-led curiosity. More advertisers are evaluating LED screens and interactive formats, driven by their ability to refresh content and offer dynamic messaging. 

Who’s driving the spends? 

Vinay observes a consistent pattern across the state. “Currently, Real Estate, Automotive, FMCG, and Jewellers are driving high OOH spends in UP,” he shares. These sectors rely heavily on mass visibility and citywide recall, making OOH a foundational component of their regional strategies. 

Across festival seasons, launch cycles, and regional promotions, these categories contribute significantly to UP’s outdoor advertising volumes, reinforcing the market’s resilience.