India outdoor advertising market
is anticipated to grow at an impressive rate during the forecast period on
account of growing spending on display advertisements and growing utilization of
indoor advertising for publicity in end use industries. The advertising
industry is one of the most important segments of media and entertainment
industry. Among its types, outdoor advertising has 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 tend
to spend a great fortune over advertising and brand promotion as this method
ensures a far greater consumer reach. Also, the Indian government provides
remarkable support to the advertising industry. The improving market sentiments, supportive
policies by Reserve Bank of India and the opening of newly licensed banks in
India is opening doors to various opportunities for advertising expenditure companies
in the financial sector.
Rapid development of
infrastructure, including upcoming airports, smart city projects, malls,
metros, bus shelters, public conveniences, coffee shops, along with increased
advertising opportunities in tier-II and tier-III cities are major factors
boosting outdoor advertising market in India. During events like Kumbh, IPL &
elections, the demand for outdoor media advertising increases as the organisers
seek to draw attention of people towards the event. Additionally, any event,
which is not a part of a yearly predictability and plan, is more benefiting.
One such example are general elections which come once in five years.
Along with growth factors, outdoor
advertising market also faces challenges such as lack of strong monitoring
systems, the unorganized nature of the media, a lack of strong research to
prove the efficacy of outdoor advertising, a lack of transparency and a huge
fragmentation in the market.
India outdoor advertising market
is segmented based on type, demand category, region and company. Based on type,
the market can be segmented into billboard advertising, digital outdoor
advertising, lamp post advertising, bridge advertising, point of sale displays,
transit advertising, others. Billboard 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. Billboards
tend to have the highest number of views and impressions when compared to other
marketing methods because they are usually put up in busy areas. Therefore, the
segment accounted for significant share in FY2021.
Major players operating in the Indian
outdoor advertising market include McCann Erickson India Pvt Ltd., GroupM Media
India Pvt Ltd., DDB Mudra Pvt Ltd., Dentsu Communications Pvt Ltd., Law &
Kenneth Saatchi & Saatchi Pvt Ltd., Ogilvy & Mather Pvt Ltd., Mullen
Lowe Lintas Group, TLG India Pvt Ltd., Fcb Ulka Advertising Pvt Ltd., J Walter
Thompson Co. and others. As companies look for better productivity and
increasing efficiencies in a tough market environment, advertising plays a
pivotal role in establishing brand image of an organization.
Years considered for this report:
Historical Years: FY2017-FY2020
Base Year: FY2021
Estimated Year: FY2022
Forecast Period: FY2023–FY2027
Objective of the
- To analyze and forecast the market size of
India outdoor advertising market.
- To classify and forecast India outdoor
advertising market based on type, demand category, and regional
- To identify drivers and challenges for India outdoor
- To examine competitive developments such as
expansions, new method launches in India outdoor advertising market.
- To conduct pricing analysis for India outdoor
- To identify and analyze the profile of leading players operating in
India outdoor advertising market.
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TechSci Research performed both primary as well as
exhaustive secondary research for this study. Initially, TechSci Research
sourced a list of agencies across the country. Subsequently, TechSci Research
conducted primary research surveys with the identified companies. While
interviewing, the respondents were also enquired about their competitors.
Through this technique, TechSci Research could include the agencies which could
not be identified due to the limitations of secondary research. TechSci
Research analyzed the agencies, distribution channels and presence of all major
players across India.
TechSci Research calculated the market size of India outdoor advertising market using a bottom-up approach, wherein data for various demand
category segments was recorded and
forecast for the future years. TechSci Research sourced these values from the
industry experts and company representatives and externally validated through
analyzing historical data of these types and applications for getting an
appropriate, overall market size. Various secondary sources such as company
websites, news articles, press releases, company annual reports, investor
presentations and financial reports were also studied by TechSci Research.
Key Target Audience:
- Outdoor advertising agencies,
vendors and other stakeholders
- Government bodies such as
regulating authorities and policy makers
- Organizations, forums and
alliances related to outdoor advertising
- Market research and
The study is useful in providing answers
to several critical questions that are important for the industry stakeholders
such as agencies, brands, partners, end users, etc., besides allowing them in
strategizing investments and capitalizing on market opportunities.
In this report, India outdoor
advertising market has been segmented into following categories, in
addition to the industry trends which have also been detailed below:
- India Outdoor Advertising Market, By Type:
- Billboard Advertising
- Digital Outdoor Advertising
- Lamp Post Advertising
- Bridge Advertising
- Point of Sale Displays
- Transit Advertising
- India Outdoor
Advertising Market, By Demand Category:
& Financial Institutions
- India Outdoor Advertising Market, By Region:
- North India
- South India
- East India
- West India
Company Profiles: Detailed analysis of the
major agencies present in India outdoor advertising market.
With the given market data, TechSci
Research offers customizations according to a company’s specific needs. The
following customization options are available for the report:
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confirm the date of release, please contact us at [email protected]
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- Detailed analysis and
profiling of additional market players (up to five).