MAM
OOH To skyrocket its growth with technical innovation
MUMBAI: Out-of-home (OOH) advertising, also known as outdoor advertising, refers to billboards, signage, or other highly visual, highly impactful media displayed in public spaces people walk past and drive by every day. It also represents one of the biggest opportunities for advertisers to connect with their target audience outside the crowded context of their personal devices.
As the advertising landscape continues to evolve, OOH advertising will undoubtedly continue to play a crucial role in reaching and engaging audiences around the world. For brands looking to make a bold statement and connect with consumers in meaningful ways, OOH advertising is an investment worth making.
A major trend is the rise of Digital OOH, which grew by 12-15 per cent in 2024, especially in large cities due to technological advancements. In January this year I went to Time Square in New York where I came across a 3D LED screen. I was influenced by it and wanted to bring to India the technologies adopted for this purpose. Bright should be the first to introduce cutting-edge technology in the country.
However, 70 per cent of these screens are smaller formats in locations like malls, transit areas and corporate hubs. DOOH’s growth is expected to accelerate in 2025, with more on-road and ambient screens. Currently, DOOH holds 10 per cent of the OOH market, and while programmatic advertising is still in its early stages, it remains innovation-driven enhancing the scope for media quality and visibility.
OOH advertisement fulfilling the consumers’ desire for non- interruption spiked growth in high-footfall locations like airports, malls, and metro stations in 2024. Air travel is expected to rise by seven to ten per cent in 2025, non-metro airports are also gaining traction with advertisers.
The digital OOH landscape in malls is expanding rapidly, especially with luxury and beauty brands leveraging this space to connect with their audience. Additionally, the growing metro network presents exciting branding opportunities through station naming rights, as well as static and digital advertisements. I truly believe that the scope of OOH advertising is immense, catering to a wide range of industries—from real estate to entertainment. At Bright Outdoor Media, we have established ourselves as a leader in outdoor advertising, recognised for our extensive network, innovative approach, and strong client relationships. Our commitment to excellence has made us a trusted brand in the OOH industry.
In 2025, the OOH industry is poised for continued growth, with an emphasis on digital and tech innovations, increased infrastructure, and more consumer mobility. The OOH advertising revenue grew from Rs 4,140 crore in 2023 to Rs 4,650 crore in 2024, marking a robust 12 per cent year-on-year increase.
It is this triple barrel growth in Digital OOH, Airports and Regular Outdoor that has resulted in a growth of 13 per cent in 2023 and 12 per cent in 2024. Another significant growth factor was the Parliamentary Elections with all political parties utilising this medium for campaigns.
In terms of categories, real estate showed a remarkable growth of as high as 28 per cent, contributing over Rs 1,000 crore in 2024 up from Rs 789 crore in 2023.
When the demand for OOH is on the rise, a significant drop has been observed in terms of TV advertisers, with the numbers shrinking from 11,100 in 2023 to 8,650 in 2024.
It is expected in 2025 TV will increase by Rs 2,000 crore, growing at six per cent in 2025, bringing the total to Rs 36,520 crore. However, its share of the total ad spend is likely to decline further, settling at 30 per cent, keeping it as the second-largest medium after Digital.
For the last five years the overall Radio industry has more or less remained constant at 2 per cent, though having dropped from Rs 2,260 crore to Rs 1,270 crore. The digital radio replacing the old model is the lookout for consumers integrating innovation and outlook. Radio advertising compared to the OOH fails to make any impact due to its major limitation to video.
Print’s overall share in the Total Adex will gradually decline. From a 19 per cent share in 2024, Print’s contribution is expected to drop slightly to 18 per cent in 2025. This reduction reflects the broader trend of digital media increasing at a rapid pace.
With increased disposable income of Rs 1 lakh crore among middle-class consumers, brands are likely to benefit and invest more readily in marketing and advertising. The union budget enhances consumer spending, promoting digital innovation and supporting the growth of MSMEs and startups. This shows an immense growth projected in India in the coming years.
Brands
Jubilant Foodworks to end Dunkin’ franchise in India
Pizza chain operator will not renew agreement when it expires at end of 2026.
MUMBAI: When the doughnuts stop turning and the coffee goes cold, even a global giant like Dunkin’ can find the Indian market a tough brew to crack. Jubilant Foodworks has decided not to renew its franchise agreement with Dunkin’ when the pact expires on 31 December 2026, according to a Reuters report. The operator, best known for running Domino’s outlets in India, said it would evaluate options for its existing Dunkin’ stores, including a potential sale or transfer of franchise rights, in consultation with the US-based brand.
The decision follows years of underperformance in a market where local tastes and intense competition have made it difficult for international coffee-and-doughnut formats to gain traction. Jubilant, which has increasingly focused on its core pizza business and newer bets like Popeyes, indicated that the exit would not materially affect its financial or operational position.
Dunkin’ accounted for just 0.61 per cent of Jubilant’s revenue in the fiscal year ending 2025 and recorded a loss of approximately Rs 191 million, according to a regulatory filing. The company operated 27 outlets as of December 2025, having shuttered seven stores over the preceding year.
The retreat comes even as Jubilant’s broader business shows signs of momentum. The company reported a 65 per cent rise in quarterly profit for the October to December period, reaching Rs 70.9 crore, up from Rs 42.91 crore a year earlier.
For Jubilant, the exit reflects a sharpening strategic focus. For Dunkin’, it marks another setback in a market that has proven resistant to imported café concepts without significant localisation.
In the cut-throat world of Indian quick-service restaurants, sometimes the sweetest deals are the ones you quietly walk away from leaving more room for the brands that truly rise to the occasion.
