MUMBAI: In 2025, the Out-of-Home (OOH) industry is poised for continued growth, with an emphasis on digital and tech innovations, increased infrastructure, and more consumer mobility, driving new branding opportunities across key locations.
Considering the above factors, the 2025 Pitch Madison Report anticipates a 12% growth in 2025, similar to the growth seen in 2024, bringing the OOH advertising sector to Rs 5,200 crore, an increase of Rs. 550 crore from 2024, while maintaining OOH’s share at 4%. The share of outdoor advertising in the global market is expected to reach 5%.
The OOH media industry is growing rapidly, fuelled by technological advancements, better infrastructure, and higher investments. A major trend is the rise of Digital Out-of-Home (DOOH), which grew by 12-15% in 2024, especially in large cities. However, 70% of these screens are smaller formats in locations like malls, transit areas and corporate hubs. DOOH’s growth is expected to accelerate in 2025, with more on-road and ambient screens. Currently, DOOH holds 10% of the OOH market, and while programmatic advertising is still in its early stages, it remainsinnovation- driven.
OOH advertising saw growth in high-footfall locations like airports, malls, and metro stations in 2024. Air travel is expected to rise by 7-10% in 2025, non-metro airports are also gaining traction with advertisers. Digital OOH in malls is expanding, particularly with luxury and beauty brands. The growing metro network offers new branding opportunities through station naming rights and static and digital ads.
Tech-driven innovations, such as anamorphic screens, sensor-based activations, and multilayer printing for backlit media, have further enhanced media quality and visibility said the report.
