OOH renaissance: the DOOH tipping point

India's out-of-home market grew 15% YoY in 2025, but the real story is digital OOH (DOOH). Premium urban screens — airports, malls, gyms — are flipping to programmatic at speed.

The upside for advertisers: dayparting, audience triggers, and weather-based creative swaps without renegotiating site contracts. Buy in 6-second loops, plan reach against mobility data, and treat every screen as a digital placement.