Indian OOH industry grew by 8.8% in FY2018-19

Organised retail sector key contributor to OOH revenue growth, according to EY-FICCI 2019 Media & Entertainment report 2019

The EY-FICCI 2019 Media & Entertainment report states that the Indian OOH industry grew by 8.8% in FY 2018-19, taking the industry size to Rs 37.3 billion. Digital OOH size is estimated at Rs 1.5 billion, accounting for 4.7% of the overall OOH market. There are an estimated 70,000 digital formats in business, with 50%-60% of the advertising space at airports and malls having been converted to digital OOH.

A factor pushing the OOH graph upwards, according to the report, is the rapid development of infrastructure, including upcoming airports, smart city projects, malls, metros, bus shelters, public conveniences, coffee shops, along with increased advertising opportunities in tier-II and tier-III cities.

The report lists down the OOH spending categories. The first position in the list of top spending categories is taken by the Organized Retail category which contributed 16% to the OOH spends. And OOH ad spends fell across telecom, petroleum, pharmacy and energy categories