Revival & optimism mark OOH industry in 2024, but regulatory issues remain: Partho Ghose

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.

Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.

In this REWIND 2024 article, Partho Ghose, CEO, InSync, a specialized division of Tribes Communication, highlights the key developments that propelled OOH Advertising in India in the year gone by…

OOH Advertising industry in India during 2024

The Out-of-Home (OOH) advertising industry in India showed positive growth in 2024, fostered by technological advancements, measurement metrics, urban expansion and evolving consumer behaviour, a focus on sustainability and of course, increased ad spends. DOOH continued to drive growth for the sector with experiences that were dynamic and interactive. While Tier 1 cities integrated digital screens and interactive displays into urban landscapes, Tier 2 and Tier 3 cities also emerged as significant growth markets, especially with increased investments in infrastructure.

The year saw an increased integration of digital and mobile campaigns, propelled by use of QR codes, geotargeting, and augmented reality to engage audiences effectively. All in all, the Indian OOH industry in 2024 was characterized by a revival and optimism, which surpassed pre-pandemic levels. There were of course challenges such as regulatory complexities, market fragmentation and standardized measurement metrics and these will need definitive policy changes moving forward.

Economy and OOH sector

The Indian economy’s growth trajectory in 2024 has largely supported the expansion of the OOH sector, particularly through increased consumer activity, and rising advertising spends. Expanding infrastructure has also been one of the key drivers for growth in OOH, especially given the increasing number of Airports and Metro rails, which have started operations in many Tier-1 and Tier-2 cities.

The general elections and the IPL fueled the growth of both conventional and digital OOH through the year. However, economic challenges such as inflation and global uncertainties have made advertisers more selective, making the need for innovation, data-backed solutions, and ROI-driven campaigns more imperative.

Key trends and developments

This year saw the fusion of traditional OOH formats with cutting-edge technology, from CGI-driven billboards to interactive displays that blended seamlessly into the digital landscape and engaged audiences like never before. This enabled brands to create social media and digital chatter to delight consumers. These campaigns blurred the lines between the physical and digital worlds, turning city streets into stages for brand experiences. One of the most exciting trends in 2024 was the rise of collaborative yet competitive campaigns. The industry showcased healthy competitive narratives to showcase the brand’s voice, product portfolio and demonstrated the power of delivering value with innovation.

This year was transformative for the OOH industry as it went green. Sustainability became more than just a buzzword; it formed the core of how brands approached campaigns – from merely delivering impactful campaigns to ensuring those messages left a minimal environmental footprint. Energy-efficient digital displays, carbon-neutral campaigns, the repurposing of vinyl flexes, and empty OOH spaces into green vertical gardens were some examples of green initiatives taken by marketers.

Major milestones achieved during the year

In 2024, Tribes Communication achieved significant growth and milestones, driven by strategic expansions and innovative campaigns. We leveraged Digital Out-of-Home (DOOH) technology by incorporating tools like real-time audience analytics to enhance the impact and measurability of OOH campaigns. Our use of innovative ‘Game Adoptive technology’ for a live billboard blended real-time moment marketing in the OOH space during the cricket World Cup.

In addition, we also adopted environmentally conscious practices in our OOH strategies, such as recycling materials and utilizing eco-friendly display solutions. The agency’s creative projects received industry recognition, with campaigns winning accolades for their impact and originality.

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