The India digital OOH advertising market size reached US$ 1.9 Billion in 2023. Looking forward, IMARC Group expects the market to reach US$ 5.7 Billion by 2032, exhibiting a growth rate (CAGR) of 12.5% during 2024-2032. The growing construction of shopping malls and various other commercial buildings, increasing adoption of effective marketing strategies by small and medium-sized enterprises (SMEs), and rising advancements in programmatic technology represent some of the key factors driving the market.
Market Size in 2023
|US$ 1.9 Billion
Market Forecast in 2032
|US$ 5.7 Billion
|Market Growth Rate (2024-2032)
Digital out-of-home (DOOH) advertising refers to the e-displaying of various promotional content or media on digital billboards, outdoor signage, and networked screens installed in public places. It comprises a wide variety of dynamic media consisting of videos, animations, and interactive content made with the help of programmatic technology. It is primarily streamed at extremely crowded locations, such as malls, stadiums, railway stations, airports, retail shops, salons, spas, hotels, cafes, movie theaters or multiplexes, and bus stops. It is different from social media marketing or search engines, wherein behavioral advertising is employed to examine the online activities of customers and create profiles accordingly. It helps companies connect with their targeted customers without being intrusive. DOOH advertising assists brands in connecting with larger volumes of audiences and delivering their message to the correct set of audiences. It functions depending on the location and time or on the demographic and behavior of people identified by anonymous aggregates mobile tracking. Furthermore, as DOOH advertising is impervious to advertisement blockers and capable of delivering the brand message efficiently, its demand is increasing in India.
India Digital OOH Advertising Market Trends:
At present, the increasing demand for DOOH advertising, as it is simple to implement and cost-effective, represents one of the primary factors influencing the market positively in India. Besides this, the rising construction of shopping malls and other commercial buildings, along with the increasing infrastructure development, is propelling the growth of the market in the country. In addition, the growing advancement in programmatic technology is offering a favorable market outlook. Apart from this, the rising awareness about the benefits of DOOH advertising among companies, along with the increasing adoption of effective marketing strategies by small and medium-sized enterprises (SMEs) to improve brand visibility and connect with a targeted audience, is contributing to the growth of the market. Additionally, the rising utilization of DOOH advertising, as it is capable of running more than one advertisement on a single screen, is supporting the market growth in India. Moreover, the wide availability of efficient screens that deliver contextually relevant, smart, and real-time content is strengthening the growth of the market. Furthermore, the rising installation of liquid crystal display (LCD) screens on buses to display advertisements is bolstering the market growth in India.
Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each sub-segment of the India digital OOH advertising market report, along with forecasts at the country level from 2024-2032. Our report has categorized the market based on format type, application and end user.
Format Type Insights:
- Digital Billboards
- Video Advertising
- Ambient Advertising
The report has provided a detailed breakup and analysis of the India digital OOH advertising market based on the format type. This includes digital billboards, video advertising, ambient advertising, and others. According to the report, digital billboards represented the largest segment.
A detailed breakup and analysis of the India digital OOH advertising market based on the application has also been provided in the report. This includes outdoor and indoor. According to the report, outdoor accounted for the largest market share.
End User Insights:
A detailed breakup and analysis of the India digital OOH advertising market based on the end user has also been provided in the report. This includes retail, recreation, banking, transportation, education, and others. According to the report, retail accounted for the largest market share.
- North India
- West and Central India
- South India
- East India
The report has also provided a comprehensive analysis of all the major regional markets, which include North India, West and Central India, South India, and East India. According to the report, West and Central India was the largest market for India digital OOH advertising. Some of the factors driving the West and Central India digital OOH advertising market included the growing construction of shopping malls, increasing awareness about the benefits of digital advertising, rising adoption of digital transit, etc.
The report has also provided a comprehensive analysis of the competitive landscape in the India digital OOH advertising market. Competitive analysis such as market structure, market share by key players, player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Kindly note that this only represents a partial list of companies, and the complete list has been provided in the report.
|Base Year of the Analysis
|Format Type, Application, End User, Region
| North India, West and Central India, South India, East India
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Key Benefits for Stakeholders:
- IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the India digital OOH advertising market from 2018-2032.
- The research study provides the latest information on the market drivers, challenges, and opportunities in the India digital OOH advertising market.
- The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
- Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the India digital OOH advertising industry and its attractiveness.
- Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.