Exchange4Media
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OOH & DOOH
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Sep 16, 2026
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5 min read
OOH Measurement is Evolving — But is the Industry Ready for One Currency?
Measurement has long been the single most debated issue in India's out-of-home advertising industry — and in September 2026, that debate has reached a new level of urgency. Industry stakeholders are broadly agreed that OOH has made significant progress in building measurement infrastructure over the past two years, but the next critical step is building consistency, trust and commercial relevance around the numbers that measurement systems produce. DOOH currently accounts for approximately 12% of India's total OOH spending — a figure that belies the medium's creative and targeting potential, and one that industry leaders argue is directly constrained by the absence of a unified measurement currency that advertisers and agencies can trust equally. The medium's growing power lies in three forces coming together simultaneously: digitised inventory scaling rapidly, deeper reach into Bharat markets, and data-led programmatic planning becoming more accessible.
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Exchange4Media
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Airport Advertising
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Sep 8, 2026
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5 min read
OTT on OOH: Why Streaming Players Are Moving Outdoors
India's streaming giants are turning to one of advertising's oldest formats — and not just for visibility. OTT platforms are increasingly investing in premium large-format outdoor inventory, airport media and large-format digital OOH as a way to build cultural presence that digital platforms alone cannot deliver. Industry experts note that premium large-format inventory across major metros and airport media are among the most sought-after formats for OTT brand campaigns. What makes this trend significant is that it marks a decisive reversal — brands born and raised in the digital world are voluntarily choosing physical outdoor media because it delivers something digital cannot: uninterrupted, high-attention exposure in environments where audiences are present but not scrolling. For airport advertising specifically, the entry of OTT budgets signals rising demand for premium inventory.
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Exchange4Media
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Airport Advertising
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Sep 2, 2026
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4 min read
Laqshya Media Wins Exclusive Advertising Rights at Vizag's New Bhogapuram Airport
Laqshya Media Group has secured exclusive advertising rights at Alluri Sitarama Raju International Airport in Bhogapuram, Andhra Pradesh — the greenfield airport serving Visakhapatnam that opened commercial operations on August 17, 2026. The mandate covers digital out-of-home, traditional OOH, branded installations and experiential formats, planned around passenger movement and dwell time. Bhogapuram becomes the fourth airport in Laqshya's portfolio. The broader significance is what it reveals about India's airport advertising market: new greenfield airports are being commissioned, fitted with world-class advertising infrastructure, and immediately attracting serious media players before passenger volumes even reach scale. For brands, this creates a rare window — the opportunity to establish strong airport media presence in fast-growing markets before inventory becomes scarce and rates rise significantly with demand.
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Media4Growth
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Industry Report
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Sep 1, 2026
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5 min read
India's OOH Market is Evolving Into a More Technology-Driven Ecosystem: PwC Report
PwC's Global Entertainment & Media Outlook 2026–30 places India's out-of-home advertising sector firmly in its growth narrative, identifying urbanisation, transit infrastructure expansion, digital inventory growth and programmatic buying as the four structural forces reshaping the market. The report specifically highlights programmatic DOOH capabilities at Bengaluru's Kempegowda International Airport — 64 digital screens generating over 41 million monthly impressions. PwC forecasts India's OOH revenue to approach $800 million, driven by airports, metros and expressway corridors. With the IOAA national audience measurement system expected to cover 85% of India's OOH market, the measurement infrastructure brands have long demanded is finally maturing — unlocking the next phase of airport and outdoor advertising investment across India.
Read full article on Media4Growth →
Exchange4Media
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OOH Conference
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Apr 22, 2026
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6 min read
Infra-Led OOH Pushes Brands Beyond Visibility to Attention and Precision
India's infrastructure boom — spanning new airports, expanding metro networks and national expressways — is fundamentally changing what out-of-home advertising can deliver. At the e4m OOH Conference 2026, industry leaders argued that new infrastructure represents not just more inventory, but a qualitative shift in how OOH reaches and holds consumer attention. Airports are at the forefront: new terminals with integrated digital and static media environments allow advertisers to extend campaign narratives across the entire passenger journey — from approach roads through check-in, security, lounge and boarding — creating a sequenced brand experience no other medium can replicate. With plans for 400 airports across India by 2047, brands that establish airport media relationships now are building strategic advantages that will compound as India's aviation market expands.
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Exchange4Media
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DOOH
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Apr 22, 2026
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6 min read
DOOH Grows Up: From Missed Glances to Measurable Impact
At the e4m OOH Conference 2026, the conversation around Digital Out-of-Home advertising underwent a decisive shift — from potential to performance. Industry leaders explored how DOOH and programmatic DOOH are evolving into accountable, performance-driven media that can be planned and optimised with the same rigour as digital channels. Experts described programmatic DOOH as a "stock market for advertising" where buyers and sellers transact inventory through platforms, creating efficiency and transparency. One of the most striking quotes captured the pace of change: "Programmatic out-of-home is actually old news now — it is the AI-led programmatic out-of-home that is going to define the future." For brands considering airport advertising, the conference reinforced a clear direction: agencies that invest in understanding DOOH's data capabilities now will have a significant competitive advantage as the medium matures.
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Exchange4Media
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OOH Campaigns
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Jan 3, 2026
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7 min read
OOH Campaigns That Defined 2025
From tree-blocked hoardings to airport baggage belts transformed into Pride-themed runways at Goa Airport, 2025 saw outdoor advertising move far beyond scale and visibility. Brands leaned into realism, humour and cultural timing to earn attention rather than demand it.
Read full article on Exchange4Media →
Exchange4Media
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OOH Industry
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Jan 2, 2026
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6 min read
OOH in 2026: Integration, Discipline and Experience to Decide Growth
OOH advertising spends crossed Rs 4,500 crore in 2024, registering double-digit growth driven by transit media, digital screens and airport-led inventory. Industry leaders are unanimous that 2026 will be a stronger year, with digital fatigue and rising mobility working in OOH's favour.
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Campaign India
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Airport Advertising
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Dec 15, 2025
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5 min read
How Airport Advertising is Taking Off
Apollo Tyres, Volkswagen and other marquee brands are increasing airport advertising budgets, targeting post-security, lounge and boarding gate touchpoints to engage both domestic and international flyers. Laqshya Media CEO notes the boom started well before the festive season.
Read full article on Campaign India →
Exchange4Media
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DOOH
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Apr 9, 2025
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4 min read
'There's a Renewed Energy Around Outdoor Advertising' - Rohit Chopra, Times OOH
According to the FICCI-EY M&E report, OOH grew by 10% in 2024 to reach Rs 5,920 crore, with digital OOH contributing 12% - up from 7% in 2023, marking a staggering 78% growth. Times OOH COO Rohit Chopra says marketers are taking the medium more seriously than ever before.
Read full article on Exchange4Media →
Exchange4Media
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Industry Report
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Feb 12, 2025
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4 min read
PMAR 2025: OOH Revenue Surges to Rs 4,650 Crore, Set to Grow 12% in 2025
The Pitch Madison Advertising Report 2025 confirms OOH advertising revenue grew from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024 - two consecutive years of double-digit growth. New airports and metro rail expansion are cited as key growth drivers, with DOOH now contributing 22% of total OOH AdEx.
Read full article on Exchange4Media →
Campaign India
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Airport Advertising
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Nov 29, 2024
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5 min read
Cathay Pacific's OOH Campaign: Real-Time FIDS Messaging at Delhi IGI Airport
Cathay Pacific used Flight Information Display Systems (FIDS) near departure gates at Delhi's IGI Airport to deliver real-time, contextually relevant messaging to departing passengers. The campaign targeted specific flights and highlighted in-flight hospitality, dining and entertainment - creating connection at the exact moment of travel decision.
Read full article on Campaign India →
Exchange4Media
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Airport Advertising
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Mar 10, 2022
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6 min read
Advertising at Mumbai and Delhi Airports: Ready for Takeoff
Volkswagen's Head of Marketing reveals airport advertising constitutes a major share of their OOH budget - cities like Mumbai and Delhi account for nearly 60% of air travel in India. With focused, captive audiences and premium placements, airports are becoming the go-to medium for brands targeting high-value consumers.
Read full article on Exchange4Media →
Campaign India
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OOH Measurement
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Jan 5, 2012
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5 min read
Common Currency for OOH Measurement: What Marketers Are Demanding
IOAA and Campaign India's session on OOH Advertising brought marketers together to demand a unified measurement currency. 'OOH works, maybe even better than other mediums at times. However, the industry hasn't professionalised itself enough, leading to distrust and no common metrics.' - Indrajit Sen, Executive Director, IOAA.
Read full article on Campaign India →
OOH advertising spends crossed Rs 4,500 crore in 2024, registering double-digit growth driven by transit media, digital screens and airport-led inventory. Industry leaders are unanimous that 2026 will be a stronger year, with digital fatigue and rising mobility working in OOH's favour.
Campaign India
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Airport Advertising
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Dec 15, 2025
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5 min read
How Airport Advertising is Taking Off
Apollo Tyres, Volkswagen and other marquee brands are increasing airport advertising budgets, targeting post-security, lounge and boarding gate touchpoints to engage both domestic and international flyers. Laqshya Media CEO notes the boom started well before the festive season.
Read full article on Campaign India →
Exchange4Media
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OOH Campaigns
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Jan 3, 2026
·
7 min read
OOH Campaigns That Defined 2025
From tree-blocked hoardings to airport baggage belts transformed into Pride-themed runways at Goa Airport, 2025 saw outdoor advertising move far beyond scale and visibility. Brands leaned into realism, humour and cultural timing to earn attention rather than demand it.
Read full article on Exchange4Media →
Exchange4Media
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Industry Report
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Feb 12, 2025
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4 min read
PMAR 2025: OOH Revenue Surges to Rs 4,650 Crore, Set to Grow 12% in 2025
The Pitch Madison Advertising Report 2025 confirms OOH advertising revenue grew from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024 - two consecutive years of double-digit growth. New airports and metro rail expansion are cited as key growth drivers, with DOOH now contributing 22% of total OOH AdEx.
Read full article on Exchange4Media →
Campaign India
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Airport Advertising
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Nov 29, 2024
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5 min read
Cathay Pacific's OOH Campaign: Real-Time FIDS Messaging at Delhi IGI Airport
Cathay Pacific used Flight Information Display Systems (FIDS) near departure gates at Delhi's IGI Airport to deliver real-time, contextually relevant messaging to departing passengers. The campaign targeted specific flights and highlighted in-flight hospitality, dining and entertainment - creating connection at the exact moment of travel decision.
Read full article on Campaign India →
Exchange4Media
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DOOH
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Apr 9, 2025
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4 min read
'There's a Renewed Energy Around Outdoor Advertising' - Rohit Chopra, Times OOH
According to the FICCI-EY M&E report, OOH grew by 10% in 2024 to reach Rs 5,920 crore, with digital OOH contributing 12% - up from 7% in 2023, marking a staggering 78% growth. Times OOH COO Rohit Chopra says marketers are taking the medium more seriously than ever before.
Read full article on Exchange4Media →
Campaign India
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OOH Measurement
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Jan 5, 2012
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5 min read
Common Currency for OOH Measurement: What Marketers Are Demanding
IOAA and Campaign India's session on OOH Advertising brought marketers together to demand a unified measurement currency. 'OOH works, maybe even better than other mediums at times. However, the industry hasn't professionalised itself enough, leading to distrust and no common metrics.' - Indrajit Sen, Executive Director, IOAA.
Read full article on Campaign India →
Exchange4Media
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Airport Advertising
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Mar 10, 2022
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6 min read
Advertising at Mumbai and Delhi Airports: Ready for Takeoff
Volkswagen's Head of Marketing reveals airport advertising constitutes a major share of their OOH budget - cities like Mumbai and Delhi account for nearly 60% of air travel in India. With focused, captive audiences and premium placements, airports are becoming the go-to medium for brands targeting high-value consumers.
Read full article on Exchange4Media →