As television, print and even cinema gets battered by digital, out-of-home (OOH) was the only promising news traditional media.
The organized OOH segment grew 13% in 2025 on the back of inventory growth, increased commuter volumes, premiumization of assets, and firmed-up rates, says the FICCI report. Traditional media in the OOH segment grew 10% as it expanded to a larger number of sites and cities.
Digital OOH (DOOH) assets, across both traditional and transit media, grew significantly and now contribute around 18% of total OOH revenues. The OOH segment is expected to grow at an 8.3% CAGR to reach Rs 85 billion (Rs 8,500 crore) by 2028. Growth will be driven by premium assets and DOOH. “DOOH is expected to generate 25% of OOH segment revenues by 2028.”
Even the Pitch-Madison report says OOH was the only traditional medium to post healthy growth in 2025, expanding by around 4%. Growth was concentrated in larger cities and premium formats.
“Its share held firm, signaling that brands continue to value physical presence in cities and on key travel corridors, especially as urban mobility normalized post-pandemic… OOH is the traditional survivor, growing absolutely and relatively, holding shares, and evolving (DOOH). It is the only traditional medium growing in aggregate,” the Pitch-Madison report says.
The Dentsu report also backs OOH, saying the medium is projected to expand at a 3% CAGR, reaching a 4% share by 2027, “supported by the scaling of digital OOH networks, modernized transit infrastructure and growing demand for high-impact urban visibility.”
N Shekhar of Times OOH says the OOH industry is shifting from a reminder medium to an insight-led driver of integrated campaigns. “Rapid digital expansion and premium transit growth are enabling programmatic agility, real-time creative optimization, and measurable, cross-platform brand impact.”
“OOH advertising is going through a digital transformation, not just in terms of Digital billboards, but in terms of data, planning & most importantly, digital retargeting of customers on mobile. This should lead to exponential growth as we can reach people with the right message at the right time,” feels Jahan Mehta of Selvel.
