In under a decade, Tribes Communication has evolved from an out-of-home (OOH) advertising firm into a full-spectrum marketing agency, offering services in brand activations, events, retail, rural marketing, sports marketing, digital marketing, content creation, and talent management. With a remarkable revenue of INR 800cr.

Tribes is gearing up for an IPO by 2027, marking its impressive journey in the industry.

Gour Gupta, an industry stalwart and the Chairman and Managing Director of Tribes Communication, sheds light on the significant evolution of the OOH sector.

Traditional OOH advertising—characterised by billboards, posters, and transit ads—is being revolutionised by advancements in technology, data analytics, and changing consumer behaviours.

These changes are making public advertising more dynamic, targeted, and interactive.

According to Gupta, the most profound shift in OOH advertising is the integration of digital technology. Digital Out-of-Home (DOOH) advertising has ushered in a new era of flexibility and engagement.

Digital billboards and screens, now common in urban landscapes, offer high-resolution displays capable of showcasing multiple ads in a loop. Unlike static billboards, which require physical updates, digital screens can be updated remotely in real time, allowing for timely and relevant messaging.

The transformation in OOH advertising is also aligned with growing sustainability initiatives and smart city projects. Digital displays are more energy-efficient and can be powered by renewable energy sources, reducing their environmental impact.

Furthermore, smart city infrastructure—such as connected streetlights and public Wi-Fi—provides new platforms for digital advertising, simultaneously enhancing urban living.

Looking ahead, the future of OOH advertising appears increasingly promising as technology continues to advance.