Indian Outdoor Advertising Market F.Y. 2022 & 2023 — By Service Type, By Demand Type, By Region Type

4 min readJul 29, 2022

Billboard Advertising Pune, Mumbai, Maharashtra, India — Billboard Advertising

The Indian outdoor advertising market is expected to grow at an impressive rate during the forecast period of growing spending on display advertisements and the growing utilization of outdoor advertising for publicity in end-use industries. The advertising industry is one of the most important segments of the media and entertainment industries. Among its types, outdoor advertisements have been one of the fastest-growing segments in the advertising space of India. It represents a high potential opportunity for outdoor media advertisers as brand owners, corporates, and big groups of companies tend to spend a big fortune on advertising and promoting the brand because this method guarantees a much greater reach to the consumer. Also, the Indian government provides remarkable support and hand to the advertising industry. The improving market sentiments, supportive policies by our Reserve Bank (India), and the opening of newly licensed Indian banks are opening their doors to various opportunities for ad spend companies in the financial sector.

Rapid development seen in infrastructure, including upcoming airports, smart city projects, malls, metros, bus shelters, public conveniences, and coffee shops, along with increased advertising opportunities in Tier II and III cities is the major driver of the outdoor advertising market in India. During events like Ganpati, Diwali, Durga Pooja, Kumbh, IPL & elections, the demand for outdoor media publicity increases as organizers try to get people’s attention to the event. Additionally, any event or festival, which is not a part of the yearly predictability and plan, is more beneficial. One such example is general body elections which come once in five years.

Along with growth factors, the Indian outdoor advertising market also faces challenges such as a lack of strong monitoring systems, the unorganized nature of the media, a lack of solid research to prove the effectiveness of outdoor advertising, a lack of transparency, and enormous market fragmentation.

The Indian outdoor advertising market is segmented based on type, demand category, region, and company. Based on type, the market can be segmented into billboard (hoarding) advertising, digital outdoor advertising, lamp post (kiosk) advertising, bridge (gantry) advertising, point of sale displays, transit media advertising, and others. Billboard (hoarding) advertising is the process of using a large-scale print to market a company, brand, product, service, or campaign. Its cost in India has no standard pricing and purely depends on the location and size. Billboards tend to have more views and impressions than other marketing methods because they are usually put up in busy areas and prime spots.

Major Advertising Agencies operating in the Indian outdoor advertising market include Dentsu Communications Pvt Ltd., Madison World (MOMS), Shubindia Ad Works, McCann Erickson India Pvt Ltd., Saatchi & Saatchi Pvt Ltd, Law & Kenneth, Ogilvy & Mather Pvt Ltd., Mullen Lowe Lintas Group, GroupM Media India Pvt Ltd., DDB Mudra Pvt Ltd., TLG India Pvt Ltd., FCB Ulka Advertising Pvt Ltd., J Walter Thompson Co. and others. As businesses seek better productivity and greater efficiency in a tough market, advertising plays a pivotal role in establishing the brand image of an organization.