The Appeal of OOH in India: Challenges Holding Brands Back
- Sudeep Kumar Jain
- Jul 27
- 2 min read
India’s urban landscape is a marketer’s dream for OOH. With millions commuting daily through crowded streets, highways, and public transport hubs, billboards offer high-visibility touchpoints. From the iconic Marine Drive in Mumbai to the tech corridors of Bengaluru, billboards have the power to capture attention in a way few other mediums can. They’re bold, unskippable, and can create lasting impressions when done right. Moreover, OOH has evolved beyond static billboards. Digital OOH (DOOH), interactive displays, and programmatic advertising are transforming the medium, offering brands dynamic ways to engage audiences.
In a country where 1.4 billion people are constantly on the move, OOH should theoretically be a no-brainer.
So why isn’t it dominating advertising budgets?
The Challenges Holding Brands Back
High Costs and Fragmented Market
Billboard advertising in India can be expensive, especially in prime locations like Mumbai’s Bandra or Delhi’s Connaught Place. The cost of securing high-traffic spots, coupled with production and maintenance expenses, can deter smaller brands or those with limited budgets. Additionally, the OOH market in India is highly fragmented, with numerous local vendors, varying pricing structures, and a lack of standardized metrics. This makes it challenging for brands to plan and execute large-scale campaigns efficiently.
Measurement and ROI Concerns
Unlike digital advertising, where clicks, impressions, and conversions are easily trackable, OOH has historically struggled with measurable ROI. While advancements like geofencing and DOOH analytics are improving attribution, many brands still perceive billboards as a “spray-and-pray” approach. Without clear data on audience reach or impact, marketers hesitate to allocate significant budgets, especially when digital platforms offer granular insights.
Competition from Digital Advertising
India’s digital advertising market is booming, with a projected ad spend of $8 billion by 2025, according to industry reports. Platforms like Google, Meta, and regional players like Jio offer hyper-targeted, cost-effective campaigns that appeal to data-driven marketers. With India’s internet penetration crossing 50% and smartphone usage skyrocketing, brands are prioritizing digital channels that allow real-time optimization and personalized messaging over static billboards.
Regulatory and Logistical Hurdles
OOH advertising in India is subject to complex regulations that vary by state and city. Securing permits, adhering to local advertising guidelines, and navigating bureaucratic red tape can be time-consuming and costly. Additionally, logistical challenges like vandalism, weather damage, and inconsistent maintenance of billboards can diminish their appeal. For instance, a poorly maintained billboard during the monsoon season risks becoming an eyesore rather than an asset.
Perception of Being “Old-School”
Despite the rise of DOOH, traditional billboards are often seen as outdated compared to the interactivity and engagement offered by digital and social media. Younger marketers, in particular, may view OOH as less innovative, preferring to invest in influencer marketing or immersive online experiences that resonate with Gen Z and millennial audiences.
So, how about OOH? It’s time for brands to see billboards not as a relic of the past but as a bold, vibrant part of India’s advertising future. By blending innovation, data, and creativity, brands can turn India’s streets into their storytelling playground.