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Navi Mumbai International Airport Limited (NMIAL) has already sold 70% of its out-of-home (OOH) advertising inventory to brands, months ahead of its anticipated operational launch in June 2025. The airport is expected to become a major hub, and brands are already locking in premium spots to gain early visibility.

Sources reveal that the airport’s management has been working directly with brands over an extended period, bypassing traditional OOH agencies. This direct engagement strategy has allowed brands to negotiate long-term deals for high-impact visibility at the airport.

Set to begin commercial operations in June 2025, NMIAL will see low-cost carriers leading the charge with around 30 weekly domestic flights initially. A senior OOH industry professional noted, “More than 70% of the available advertising inventory has been sold. Premium watchmakers, fragrance companies, and luxury brands have already secured their positions.”

An insider added, “It’s notable that brands are choosing to deal directly with the airport’s internal sales teams. As a result, OOH agencies are scrambling to find available spots.”

The growing interest in airport advertising comes at a time when air travel in India is on the rise. According to credit rating agency ICRA, domestic air passenger traffic reached 79.3 million during the first half of FY25, reflecting a 5.3% year-over-year increase. International traffic posted even stronger growth at 16.2%. ICRA expects the trend to continue, with international passenger numbers projected to hit 34–36 million for the full fiscal year, a 15–20% increase over FY24.

Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Ltd., emphasized the appeal of the new airport: “Brands are rushing to secure visibility at Navi Mumbai Airport, which is expected to see massive foot traffic. Passengers visiting the airport will likely post pictures and videos that could go viral, offering valuable organic exposure.”

Praveen Vadhera, CEO of the Indian Outdoor Advertising Association, echoed this sentiment, saying, “Seeing brands invest in airport advertising well before launch shows the strength of OOH, especially in key locations. It’s a clear sign that companies recognize the power of being first to market in high-traffic public spaces.”

Meanwhile, similar momentum is building at Noida International Airport, also known as Jewar Airport. Roughly 50–60% of its OOH inventory has already been booked. The initial phase will see about 30 flights operating - 25 for domestic routes and three for international destinations - alongside two dedicated cargo flights.

Once completed, Jewar Airport is expected to be Asia’s largest and the fourth-largest globally, greatly enhancing connectivity in India’s National Capital Region (NCR). This scale and reach are further attracting advertisers eager to establish their presence in what could become one of the busiest airports in the world.

Navi Mumbai airport sells 70% of ad space before opening; Jewar follows close behind

A Fevicol hoarding at Bandra Reclamation junction was taken down on Saturday following objections from Western Railway, which claimed the advertisement depicted Mumbai’s local trains in a derogatory and misleading way.

The hoarding, managed by the Maharashtra State Road Development Corporation (MSRDC), featured an image from an earlier era, showing overcrowded trains with passengers hanging from the footboard. Railway authorities argued the ad unfairly capitalized on an outdated stereotype for commercial purposes.

Vineet Abhishek, CPRO, Western Railway confirmed the development to Storyboard18. Railways is undergoing an unprecedented transformation. Railway officials stated that the misrepresentation or negative portrayal is completely unacceptable and they have strongly objected to the ad and requested an immediate recall.

Western Railway further highlighted improvements made over the past decade, including modern rakes, a shift from DC to AC systems, the introduction of air-conditioned locals, and infrastructure upgrades aimed at enhancing passenger safety and comfort. With over 70 lakh commuters traveling daily, officials said such portrayals undermine the massive progress achieved.

A formal complaint has also been filed with the MSRDC, the site owner. As per the reports, Pidilite Industries, which owns Fevicol, confirmed that the hoarding would be removed by Saturday.



Fevicol hoarding taken down after Western Railway objects to 'Derogatory' portrayal of Mumbai locals

Bright Outdoor Media has officially secured exclusive rights for ten years to transform the Navi Mumbai Metro Line 1 into a dynamic advertising platform. The company will revamp metro stations, pillars, and viaducts, turning them into vibrant canvases for brand promotions. As part of this initiative, Bright Outdoor will also enhance the infrastructure at the metro stations, further improving the overall experience for commuters. 

The Navi Mumbai Metro Line 1 runs between Belapur Terminus and Pendhar, encompassing eleven strategically located stations. The OOH agency has acquired advertising space spanning approximately 85,000 square feet, ensuring extensive brand visibility in one of India’s fastest-growing urban centers.

Dr. Yogesh Lakhani, Chairman and Managing Director of Bright Outdoor Media Limited, confirmed this strategic move and emphasized the company’s commitment to innovation in outdoor advertising. He stated, "This fresh approach has opened up new, engaging ways for brands to connect with people on the move. Every project we undertake not only meets but exceeds expectations, as we blend innovative ideas with cutting-edge digital LED technology to create unforgettable visual experiences."

Bright Outdoor has continuously evolved in the OOH sector by exploring innovative branding formats. According to Lakhani, the company has ventured into multiple new advertising avenues, including lift branding, bus shelters, cinema branding, passenger and metro train branding, and even air-conditioned (AC) bus branding. These creative solutions have helped Bright Outdoor maintain a competitive edge in the fast-changing advertising landscape.

Looking ahead, Bright Outdoor is making significant investments in upgrading infrastructure along the Navi Mumbai Metro line to attract more advertisers. Lakhani expressed optimism about future opportunities, stating, "With the Navi Mumbai International Airport set to open to the public, we anticipate substantial growth in business from outdoor advertising on metro stations in Navi Mumbai. This expansion will provide brands with an even greater reach to commuters and travellers."

In addition to the Navi Mumbai Metro project, Bright Outdoor achieved a major milestone in 2024 by securing the Western Railways Advertising Tender. The company took charge of 11 high-profile locations, including Kandivali ROB, Goregaon ROB, and Mrinal Tai Gore Flyover. These sites now feature four state-of-the-art LED displays and seven static hoardings, which will remain operational for the next seven years.

Bright Outdoor continues to expand its digital network with the installation of 12 modern digital LED displays and numerous static billboards. The company now boasts an impressive network of 419 displays covering 386,000 square feet, reinforcing its status as a leader in outdoor advertising.

Lakhani further said, "The year 2024 was particularly successful for Bright Outdoor, as the company executed over 550 advertising campaigns across various sectors, including finance, media, and entertainment. Notably, the company played a crucial role in promoting over 50 blockbuster films, including "Singham Again," "Pushpa 2: The Rule," "Bhool Bhulaiyaa 3," and "Kalki 2898."

Bright Outdoor acquires exclusive OOH media rights for Navi Mumbai Metro 1

Mumbai's lifeline, the railway route from Churchgate to Virar, offers significant advertising opportunities. According to a Right to Information (RTI) response, Western Railway has earned ₹219 crore from advertisements over the past five years. The Mumbai division of Western Railway hosts 127 hoardings, but challenges persist regarding alignment on multiple fronts.

The RTI data (a copy of which is with Storyboard18) reveals that advertising revenue for Western Railway surged from ₹11.47 crore in 2020-21 to ₹70.69 crore in 2023-24. As of January 2024-25, the revenue stands at ₹64.69 crore.

Churchgate is the costliest station for advertisers, with table space priced at ₹40,000 per day, while LCD/LED display ads at stations cost ₹14,655. Rates are significantly lower at stations beyond Nandurbar.

An industry source from the Out-of-Home (OOH) advertising sector commented, "Spending dipped after the Ghatkopar incident. In fact, metro station advertisements had a greater impact than those in local railways. We prioritize visibility, such as web releases or films, so costs will continue to rise."

Advertising Revenue from Railways Over the Last Five Years: (As per RTI response)
2020-21: ₹11.47 crore
2021-22: ₹16.32 crore
2022-23: ₹55.40 crore
2023-24: ₹70.69 crore
2024 (Till Jan 2025): ₹64.69 crore

Railway data highlights that Chhatrapati Shivaji Maharaj Terminus (CSMT) and Churchgate are the busiest suburban stations. In August, daily commuter footfall at CSMT and Churchgate reached 569,000 and 432,000, respectively. Other high-traffic stations include Thane, Kalyan, Panvel, Borivali, Virar, and Bhayander, each recording an average daily footfall of over 200,000.

Storyboard18 also spoke to local OOH agencies in Vasai, who expressed strong opposition to external regulatory interference. One agency representative stated, "We were never included in the regulatory process. Why should we allow an outside agency or federation into our domain? They will face unprecedented resistance."

Interestingly, both media agencies and OOH advertisers continue to secure prime advertising spaces, sometimes through legal means and sometimes by turning a blind eye to regulations.

Experts believe OOH advertising on railway networks will grow by 20 percent. With growth from local MSME sectors. 

The significant increase from ₹11.47 crore in 2020-21 to ₹70.69 crore in 2023-24 underscores the growing interest in railway advertising, fueled by the ever-expanding commuter base. However, challenges persist. The lack of standardized regulations and the ongoing tussle between local agencies and regulatory bodies pose hurdles to streamlined advertising practices. Many agencies, particularly in areas like Vasai, strongly resist outside involvement, leading to a fragmented and often unregulated marketplace.

Mumbai’s railway advertising boom: ₹219 crore earned in five years: EXCLUSIVE

On Tuesday, the Mumbai Civic Chief presented the budget for 2025-2026. India's richest civic body announced that it will soon introduce advertising policy for the city. Following the collapse of a hoarding in Ghatkopar in May 2024, which resulted in 17 deaths and 74 injuries, the BMC released the Draft Policy for Outdoor Advertisements, 2024, in August and sought public feedback.

Regarded as the largest budget to date, the BMC presented a budget of ₹74,427 crore for the 2025-26 fiscal year. Maharashtra's Deputy Chief Minister, Eknath Shinde, praised the Brihanmumbai Municipal Corporation (BMC) budget on Tuesday, calling it a relief for Mumbaikars and a signal of the beginning of 'Global Mumbai.'

Bhushan Gagrani, Municipal Commissioner in his speech said, "Mumbai City attracts large number of tourists for its cosmopolitan nature and heritage status. Hence, it is proposed to decongest the skyline with a new hoarding policy."

Gagrani continued, "Accordingly, draft for new advertisement guidelines under section 328/328A is published. Suggestions and objections have been received regarding the same. Advertisement guidelines will be declared shortly."

Gagrani further mentioned that, "Existing Advertisement Boards, Sky Signs in Mumbai have been digitised for beautification project as recommended by the State Government. BMC owned sites and other identified locations have been offered to advertisers for advertising purposes through e-Tender/Auction, aimed at enhancing revenue generation through rent, property tax and advertisement fees."

The Mumbai Traffic Police Department, responsible for issuing No Objection Certificates (NOCs) for the installation of out-of-home (OOH) hoardings in the city, has suspended all new proposals until the Brihanmumbai Municipal Corporation (BMC) finalizes its Guidelines for the Display of Outdoor Advertisements, 2024.

Several stakeholders, including citizen groups, have expressed concerns regarding the BMC's draft advertising policy. MSRDC and Railways had also strongly opposed BMC's draft policy. 

To create comprehensive guidelines for outdoor advertising in Mumbai, the BMC had formed a committee that includes experts from IIT-B, environmental specialists, and law enforcement officials. The BMC requested that the Indian Institute of Technology-Bombay nominate two experts to assist with policy development. For environmental guidance, the BMC has consulted Rakesh Kumar, the former director of the National Environmental Engineering Research Institute (NEERI).

Entertainment tax and fees

In accordance with the amendment to Maharashtra Entertainment Duty Act through Maharashtra Act No. XLII dated 29th May 2017, the responsibility for collecting Entertainment Tax/Fees, previously levied by the “State Government”, has been entrusted to the “Local Authorities”.

This change has been effective from 1st July 2017. As per the provisions of this amendment, the Municipal Commissioner of BMC has been duly empowered to collect Entertainment Tax/Fees within the jurisdiction of its municipal body. 

The Government of Maharashtra, under sub-section (3) of section 6 of The Maharashtra Entertainments Duty Act (I of 1923), has extended the exemption from entertainment duty under section 3 of the Act from 16th September 2017 to 30th September 2026, as previously granted by Revenue and Forest Department.

Gagrani said, "The levy of Entertainment Tax/Fees will be implemented as per the amendments after exemption period. It is essential for the State Government to issue a notification formalising the collection of Entertainment Tax/Fees by BMC. Vigorous follow up will be done in this regard with the State Government."

Advertisement policy will decongest skyline, to be declared shortly: BMC Chief

The Brihanmumbai Municipal Corporation (BMC) generated ₹234.783 crore from advertisement and hoarding fees in 2024-25, compared to ₹157.8492 crore in 2023-24, marking a 48.74 percent increase in revenue from BMC's license department. Mumbai Civic Chief, Bhushan Gagrani highlighted that the ₹74,427 crore budget estimate presented for the fiscal year 2025-26 is the biggest BMC budget to date and it reflects the demands and expectations of Mumbaikars.

In the fiscal year (FY) 2024-25, revenue from BMC's License Department was estimated at ₹324.49 crore, which has been revised to ₹260 crore, reflecting a decline of 19.87%, or ₹64.49 crore. The budget estimate for revenue from the License Department for FY 2025-26 is proposed at ₹362 crore.

According to the revenue disclosed in the 2024-25 budget, BMC generated ₹30 crore from license fees for illuminated advertisement boards/hoardings (skysigns) on BMC land through e-auction/tender (registered persons). In 2024-25, BMC collected ₹190 crore in hoarding fees, compared to ₹109.9559 crore in 2023-24.

Advertising hoarding fees from MMRDA and MSRDC sites generated ₹1.65 crore in 2024-25, compared to ₹56.79 lakh in 2022-23.

BMC collected ₹42 crore in license fees for advertisements via glow/neon signboards in 2024-25, with a proposed revenue of ₹77 crore for 2025-26. This is a sharp increase from ₹59.5206 crore collected in 2023-24.

Furthermore, BMC collected ₹1.1 crore in advertising hoarding fees from registered persons in 2024-25, compared to ₹5.2922 crore in 2023-24. In 2024-25, BMC earned ₹3.3 lakh in advertisement hoarding fees by renting its properties, compared to ₹3.32 lakh in 2023-24. The proposed revenue for 2025-26 is ₹1.1 crore.

The city's overall civic budget estimate for FY 2025-26 is proposed at ₹74,427.41 crore, which exceeds the budget estimates of 2024-25 i.e. ₹65,180.79 crore, by 14.19 percent. 

Interestingly, BMC Chief Bhushan Gagrani during his budget presentation announced that BMC will soon announce the advertisement policy. The policy aims to decongest Mumbai's skyline. Following the collapse of a hoarding in Ghatkopar in May 2024, which resulted in 17 deaths and 74 injuries, the BMC released the Draft Policy for Outdoor Advertisements, 2024, in August and sought public feedback.

BMC's advertisement revenue soars 48.74%, reaches Rs 235 crore

Interpublic Group's OOH arm, Rapport retained the Hindustan Unilever Limited's (HUL) Rs 200 crore OOH media account. Sources close to the development said, Publicis and GroupM participated in the pitch. 

Storyboard18 on December 17 had reported about HUL re-evaluating its OOH media account. According to sources, HUL's OOH media spends is about Rs 200 crore for pan India campaigns. "HUL had invited only global agencies for the pitch due to their strict audit processes. GroupM, IPG and Publicis participated in the pitch."

Sources close to the development said that the pitch was finalized with IPG's Rapport and GroupM being shortlisted by HUL. Rapport later retained the brand's OOH Media mandate. HUL was evaluating multiple aspects including the roadmap for the ongoing year.

The total advertising revenue in 2024 is expected to reach Rs 1.2 trillion ($14.6 billion) from Rs 1.1 trillion ($13.1 billion), as per the latest Magna Global Advertising Forecast report. The revenue is estimated to increase by 16% to reach Rs 34 billion ($402 million), DOOH's share to total OOH is at six percent, growing at a compound annual growth rate of 33% and the share of DOOH would be approximately 11% by 2028.

As per the report, OOH (Out-of-Home) media is on a growth trajectory and is expected to cross 2019 levels in 2024. Traditional, transit and DOOH (Digital Out-of-Home) have shown incremental revenues. The government’s push on infrastructure and urbanisation is an expected boost for OOH inventory, especially premium formats.

IPG's Rapport retains OOH media mandate for HUL

Multiple citizen groups have raised their objection regarding the clutter on the Western Express Highway in Mumbai. The busy junctions from Dadar to Andheri are flooded with Digital Out-of-Home (DOOH) billboards. Mumbai traffic police have already stopped issuing  No Objection Certificates (NOCs) until Brihanmumbai Municipal Corporation (BMC) implements its hoarding policy.

The Brihanmumbai Municipal Corporation (BMC) considered the wealthiest civic body in India, says that Mumbai, the country's financial hub, has only 1,025 legally authorized hoardings throughout the city. The BMC generates a substantial revenue of approximately Rs 100 crore from the licensing fees associated with these hoardings.

The BMC is the nodal agency that establishes contracts with advertising companies to erect their hoardings.

Seventeen persons, including a former general manager of the Mumbai airport's Air Traffic Control and his wife, died after the billboard crashed onto a petrol pump in Ghatkopar on May 13 during sudden dusty winds and unseasonal rains.

Recently, Bombay High Court in its judgement directed the Zilla Parishads to instruct Gram Panchayats prohibiting them from providing any licences towards erecting billboards. 

Sumaira Abdulali, an activist from Mumbai said, "Today, Western Express Highway and almost around Mumbai is cluttered with digital hoardings. The OOH mafia has led to multiple accidents on the WEH and EEH." 

"We wrote to BMC to not allow video or moving graphics along the highways. Light pollution is a major concern not only on highways but across Mumbai," said, Abdulali

Storyboard18 spoke to a senior police officer from Mumbai Traffic Police department regarding the permissions around OOH in Mumbai, the officer said, "We cannot give permissions for OOH until BMC comes up with its policy. We will soon conduct a survey to ascertain if any DOOH is causing any distraction to motorists." 

Praveen Vadhera, CEO, IOAA said, "Giving mass approvals for DOOH along WEH was a mistake, instead it should have been strategically allocated. The major concern is the small kiosks which which distracts motorists."

Another leading media owner on condition of anonymity said, "Because of the media clutter on WEH, price of the media has gone down, moreover it has also affected brands leading to lack of media attention. BMC's boarding policy is much awaited due to the clarity the media owners will receive."

The growing clutter of digital and static billboards along Mumbai’s Western Express Highway has sparked significant concerns among citizens, activists, and authorities. Activists emphasize the urgency of addressing light pollution and unsafe billboard placements.



Mumbai’s digital outdoor ads clutter: Activists, stakeholders raise concerns

The Indian Outdoor Advertising Association (IOAA) and OOH media owners have written to Municipal Corporation of Delhi to relook at the existing Outdoor Advertising Policy (OAP) which was implemented in 2017. The OOH media owners are urging the civic body to increase the size of hoardings in the national capital. 

Moreover, the OOH media owners have also urged the civic corporation to extend the permission of DOOH assets beyond the restricted areas defined in OAP 2017. As per the current norms, the digital displays are currently limited to markets, malls, high congregation pedestrian zones. Variable Message Advertising Devices LED/LCD are permitted on case to case basis by Commissioner of Municipal Corporation. 

A OOH media owner on condition of anonymity said, "We have written to MCD to allow DOOH on roads facing traffic which will not hamper visibility of motorists. Globally, LED digital displays are used far more strategically placed to disseminate messages on behalf the city administration and enhance the landscape aesthetics on primary vehicular thoroughfares. In-fact New Delhi Municipal Corporation has encouraged the LED and digital displays on the mail vehicular pathways to break the monotony of the roadside visage."  

As per the existing OAP, 2017- the size of hoardings is capped at 10x5m (32x16 ft) for roads wider than 100ft, and 6x3m (20x10ft) for roads less than 100ft in width. However, most hoardings in the city are 20x10 ft, and few hoardings with maximum size of 26x13ft. The maximum permitted height for uni-poles is 10m. Media owners are demanding that the MCD should allow 26x13ft hoardings across its jurisdiction. 

IOAA has urged MCD to increase the size of the uni-poles to 30sq. meter from the current 18sq.mtr. The letter written by Chairman of IOAA to MCD (a copy of which is with Storyboard18) states, “The current size of the uni-poles is minuscule in comparison to the wide roads of the capital city, thus belying their primary purpose of being visible or more accurately creating visibility and impacts of the brands.” 

Moreover, the media owners and IOAA has urged that the duration of the contract to be increased to 10 years and more as compared to current 3 years contract. The letter states, “This enables a media owner to invest more in the media asset to design and create a state-of-the-art media assets. Currently the shorter duration of the contract limits the investments on the structure thus limiting the utility and aesthetics of the structure.” 

Another OOH Media owner told Storyboard18, "The NCR regions such as Noida and Gurgaon are today flourishing with huge hoardings. Both the revenue and brand placements have increased, it is time that the MCD should relook at the existing outdoor policy and help us build the ecosystem while maintaining aesthetics of the city." 

Delhi’s outdoor advertisement sector has been under the scanner of the Supreme Court since 1997, which led to the creation of the Outdoor Advertisement Policy in 2007, followed by amendments in 2008 and 2017. 

A leading OOH media owner in Delhi said, "Today, OOH advertising in New Delhi is not only super expensive but has led many top brands to exit the market. Markets like Mumbai and Bengaluru are clearly taking away the majority of OOH spends. MCD inorder to increase its revenue is unable to understand the dynamics of OOH industry. Brands are today refraining to indulge in OOH advertising in the national capital." 


EXCLUSIVE: IOAA bats for increased hoarding size, DOOH in New Delhi

The Out-of-Home (OOH) advertising industry is projected to grow by 15-16% in the coming year, contributing Rs 5,500 crore to overall advertising expenditures. Additionally, the Indian Outdoor Advertising Association (IOAA) is actively leveraging technology to drive industry benefits.

In a significant move towards sustainability, IOAA partnered with GroupM, WPP's media investment arm, to form a dedicated task force. This initiative aims to introduce eco-friendly practices across the sector, with a goal to ensure that half of all advertising sites in India utilize recyclable materials by 2027.

Discussing the anticipated growth of the OOH industry, with an estimated value of Rs 5,500 crore and upwards, IOAA CEO Praveen Kumar Vadhera spoke with Storyboard18 about the industry’s expansion and the challenges faced by media owners.

On the impact of government policies, Vadhera noted, “The OOH policy has been put on hold in Mumbai. In other states, there haven’t been major policy changes. However, with the upcoming BMC elections, decisions regarding policy remain on pause.” IOAA plans to meet with BMC officials soon to address issues surrounding OOH policy.

In May 2024, collapse of an illegal oversized hoarding killed 17 persons and injured 74 people in Ghatkopar raising severe concerns over illegal hoarding sites in the country. 

Multiple stakeholders raised severe concerns over illegal hoardings as a major challenge for the industry. Vadhera explained, “Illegal sites continue to harm the industry. While some may derive short-term revenue, the overall growth of the sector suffers.”

To tackle this issue, IOAA will conduct a survey of hoardings and make the data available to clients and agencies. Vadhera clarified, “Any site not listed in this data will place liability on the specific media owner and client if any wrongdoing occurs. Within few months, this data will be available on the IOAA website, covering the top 10 markets, which account for around 60% of total OOH spending.”

Blatant exploitation of OOH as a medium by notorious offshore gambling and betting firms has miffed not only the Real Money Gaming industry but also the government and regulatory bodies. 

Regarding advertisements by illegal betting and gambling firms, Vadhera remarked, “We collaborate closely with gaming federations and legitimate Real Money Gaming companies. We are forming a committee to reduce such ads. While ASCI has made progress in curbing betting and gambling ads in print media, their prevalence in digital and OOH formats remains a concern.”

Vadhera added, “Within upcoming months, we aim to significantly restrict advertisements by notorious betting and gambling firms on OOH as a medium.”

Multiple media agencies including GroupM, Publicis, Madison and IPG are testing RoadStar- a measurement system addressing the lack of a standardized currency in the OOH industry. RoadStar uses the GPS technology and was initially launched by Relu AI in 2020. 

RoadStar covers over 800 markets in India, from metro cities to taluka levels, and tracks more than 60,000 media sites. It uses data from over 35 million mobile users to identify high-traffic areas and optimise ad placements. The platform maps consumer movements through 3 million places of interest across 120 categories, providing detailed metrics such as Unique Reach, Gross Reach, Frequency, among others. 

Discussing IOAA’s efforts to advance the OOH industry, Vadhera emphasized the importance of RoadStar, “We’re engaging with media agencies and clients nationwide. We will also meet members of the Indian Society of Advertisers (ISA), to promote awareness about how RoadStar can bring measurability and value to advertisers, ensuring OOH is treated on par with other media,” he said.

Vadhera highlighted the progress of RoadStar, stating, “We’ve received positive feedback from stakeholders. It has been widely accepted as the standard currency by Advertising Agencies Association of India (AAAI) after extensive due diligence on the tool by a technical committee. Most are on board, and the remaining should follow in the next couple of months.”

IOAA is also collaborating with the World Out-of-Home Organization on technology integration and aesthetic media advancements. Vadhera pointed out, “Currently, OOH AdEx is not measured accurately. By collecting data from media owners, we estimate the actual OOH AdEx should represent 10% of total AdEx, amounting to approximately ₹10,000 crore.”