Shekhar Narayanaswami charts 20-year evolution of India’s vibrant OOH landscape

Shekhar Narayanaswami, CEO of Times Innovative Media Ltd (Times OOH), recently shared insights on the significant transformation of the OOH advertising industry over the past two decades. He highlighted that the market has evolved from a fragmented landscape dominated by static billboards to a more dynamic and tech-enabled environment.

A key change, according to Shekhar, is the increased focus on measurement and data availability, allowing for better brand engagement through dynamic options and insights into footfall and visibility. He noted the impressive growth of DOOH screens within Times OOH’s network, projecting a threefold increase in the next three years while emphasizing the continued importance of a balanced portfolio that includes static options.

Shekhar also underscored the growing significance of transit media, particularly in airports, due to its captive audiences and improved ambience. While acknowledging the ongoing debate between traditional billboards and transit formats, he pointed out that traditional OOH now encompasses street furniture, which offers mutual benefits for cities and advertisers. He observed a shift away from static billboards towards digital displays, although large-format billboards still constitute a substantial portion of the OOH landscape.