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OOH advertising in India is no more restricted to billboards, the new media options such as street furniture, transit media, mall kiosks, and digital media have evolved to present advertisers a variety of options to choose from.
OOH Advertising Market Trends, Government Regulations OOH Advertisement - Ken Research
India Out Of Home (OOH) Advertising Market
Future Outlook To 2021: Ken Research
How the India Out of Home (OOH) Advertising Market Is Positioned?
India OOH advertising industry has transcended the traditional media
options and consumers are being communicated at every touch point
possible. OOH advertising in India is no more restricted to billboards, the
new media options like street furniture, transit media, mall kiosks, and
digital media have come up presenting advertisers with a variety of options
to choose from. This had led the sector to register CAGR of ~% in FY’2011-
FY’2016. The revenue increased from INR ~ billion in FY’2011 to INR ~
billion in FY’2016.
Market was mainly driven by improvement of technologies in transit media
advertising and airport advertising which are high traffic volume areas with
Demand from Ecommerce companies and banking sector, government also
became the major contributor to the OOH advertising industry. Significant
improvement was registered in mass transit OOH advertising which further
helped in boosting the revenue during the period. Growth was mainly led by
increased demand from new and emerging companies with dominant share
being captured by physical OOH advertising.
India Physical OOH Advertising Market
Market Size for India Physical OOH Advertising Market
Physical OOH advertising consists of traditional and new methods of OOH
advertising in which the display is static. These mainly include billboards,
unipoles, gantries, standees, building and train wraps street furniture and
Market for physical OOH had been registering positive growth in terms of
revenue since FY’2011 with an estimated growth from INR ~ billion in FY’2011
to INR ~ billion in FY’2016. Advent of 3G services in India, introduction of
global e-commerce companies in India, price war between ecommerce
companies in India, assembly and general elections, launch of key government
schemes such as Jandhan and Swachh Bharat Abhiyaan led to growth in
demand for physical OOH advertising in India. Price of the physical OOH
advertising is variable and is dependent on location and type of consumers
thronging the area.
The market segment for physical OOH was largely dominated by billboards
commanding an estimated ~% market share. Transit media has seen significant
rise in demand leading its market share in Physical OOH advertising increasing
from ~% in FY’2011 to ~% in FY’2016. Gantries and other segments such as
street furniture, standees constituted ~% In terms of location roadside
environment dominated the market with ~% market share followed by transit
media, street furniture and others.
Physical OOH Market Trends in India
There is increased focus to improve the transport and other related
infrastructure to satisfy the needs of rising population in urban locations.
These structures face the huge traffic volume and are very attractive source
for state and municipalities to earn revenue by leasing these spaces for OOH
advertising. Implementation new regulations regarding outdoor advertising is
expected to help in curbing illegal hoardings and promote the use of these
public spaces for advertisement. With the passage of time and advent of
many technologies OOH advertising has developed in leaps and bounds.
India Digital OOH Market In India
Market Size for India Digital OOH Advertising Market
Digital advertising in India had risen significantly during the analysis period
(FY’2011-FY’2016) registering CAGR of ~%. Revenue generation from
advertising on Digital OOH platform had risen from INR ~ million in FY’2011 to
INR ~ million in FY’2016. Growth was maximum in FY’2015 as general election
was held in India and digital advertising was used extensively to reach the
Continuous improvement infrastructure is the very important factor
promoting the use digital OOH medium to reach the audience. These have
become significant source for target advertising at major locations like
metros and airports, malls and shopping complexes generating revenue for
companies. Metro cities remain the major growth driver for demand of
digital OOH medium for advertisements. Integration of digital content with
OOH is leading to location based customization of advertisements.
Transit media continues to remain the dominant player in digital OOH market
advertising. Market share declined during analysis period but there had been
significant increase in revenue. The market share for the digital OOH
advertisement on street furniture has increased from~% in FY’2011 to ~% in
FY’2016. Other sector which showed significant growth include hospitality
centers, health and personality, cinemas, retail outlets and other location of
Video ads remain a dominant player in digital out of home advertising with
staggering market share of ~% in FY’2016. Revenue from image ads had
decreased from INR ~ million in FY’2011 to INR ~million in FY’2016. Wrap around
had its market share declined from ~% to ~% during the same period due to rise
in market share of video ads.
Companies Cited in the Report
List of Companies Companies Covered in the Report
Times OOH, TDI, Pioneer Publicity, Laqshya Media,
JC Decaux, EG Communications, Bright Outdoor Media, Traditional Asset Owners
Global Advertisers Alakh Advertising & Publicity,
Jagran Engage, Noida Publicity, Icons, Signpost India Pvt. Ltd.
JCDecaux, Explomedia, Group AAO,
Roshan Publicity, Prakash Publicity Service
S&O Investments, Group AAO, Brite Advertising,
Lead Advertisers, Aspek Media, The Social Street, Mall Asset Owners
Adwel Advertising, Mohan Media, Mediashop
Times OOH Media, Laqshya Media, JCDecaux Airport Asset Owners
CASHurDRIVE, Fast Track Cabs, My Cab, BCabs Cab Asset Owners
Atibn OOH, Spice Jet, Blue Mushroom Infozone, Inflight Asset Owners
Air Asia, Jet Airways, Live Media
Gold`s Gym, Talwalkars, Fitness First Gym Asset Owners
TDI International India Ltd., EG Communications, Transit Media Asset Owners
Ashok Sharma & Associates Pvt. Ltd., Jegson Publicity,
Times OOH Media
Key Factors Considered in the Report
•Comprehensive analysis of India OOH Market and its segments.
•Listed major players and their positioning in the market.
•Identified major industry developments in last few years and assessed the
future growth of the industry.
For more information about the publication, refer to below link:
Ankur Gupta, Head Marketing & Communications