Market Insights Advertising & Media Advertising

Out-of-Home Advertising - India

India

India is expected to witness an increase in ad spending within the Out-of-Home Advertising market, with projections indicating a figure of €450.70m in 2024.
The dominant market within this market is Traditional Out-of-Home Advertising, accounting for a substantial market volume of €352.90m in 2024.
Globally, United States is anticipated to lead in ad spending, reaching €8,665.00m in 2024.
The average ad spending per capita in the Out-of-Home Advertising market for India is forecasted at €0.31 in 2024.
India's Out-of-Home Advertising market is rapidly expanding, driven by innovative digital platforms and strategic location-based campaigns.

Key regions: France, India, United Kingdom, Australia, China

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Analyst Opinion

The Out-of-Home Advertising market in India has witnessed significant growth in recent years, driven by changing customer preferences and the increasing demand for outdoor advertising solutions.

Customer preferences: Indian consumers have shown a growing preference for outdoor advertising due to its wide reach and ability to create impactful brand experiences. With the increasing urbanization and population density in India, out-of-home advertising provides a unique opportunity for brands to connect with a large and diverse audience. Additionally, the rise of digital out-of-home advertising has further enhanced customer engagement by offering dynamic and interactive content.

Trends in the market: One of the key trends in the Indian out-of-home advertising market is the adoption of digital signage. Traditional static billboards are being replaced by dynamic digital displays that can deliver targeted and personalized content. This trend is driven by advancements in technology and the decreasing cost of digital signage solutions. Digital out-of-home advertising allows brands to deliver real-time messages, capture attention, and create a memorable brand experience. Another trend in the market is the integration of data analytics and audience measurement tools. Advertisers are increasingly using data-driven insights to optimize their out-of-home advertising campaigns and measure their effectiveness. By analyzing audience demographics, behavior, and location data, advertisers can target their messages more effectively and ensure maximum impact.

Local special circumstances: India's diverse cultural landscape and regional variations present unique challenges and opportunities for the out-of-home advertising market. Advertisers need to understand the local preferences, languages, and cultural nuances to effectively connect with their target audience. Additionally, the vast geographical spread of India requires advertisers to carefully select the locations for their outdoor advertising campaigns to ensure maximum visibility and reach.

Underlying macroeconomic factors: The growth of the out-of-home advertising market in India is also influenced by underlying macroeconomic factors. India's strong economic growth, rising disposable incomes, and increasing urbanization have contributed to the expansion of the advertising industry as a whole. As more brands compete for consumer attention, out-of-home advertising offers a cost-effective and impactful way to reach a wide audience. Furthermore, government initiatives such as the Smart Cities Mission and infrastructure development projects have led to the creation of new advertising spaces and opportunities. The development of modern infrastructure, such as airports, metro stations, and shopping malls, has increased the availability of prime advertising locations. In conclusion, the Out-of-Home Advertising market in India is experiencing significant growth due to changing customer preferences, the adoption of digital signage, the integration of data analytics, and the underlying macroeconomic factors. As the Indian economy continues to grow and urbanization accelerates, the out-of-home advertising market is expected to further expand, providing new opportunities for brands to connect with consumers.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.