As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.

Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.

The Out-of-Home (OOH) advertising industry in India showed positive growth in 2024, fostered by technological advancements, measurement metrics, urban expansion and evolving consumer behaviour, a focus on sustainability and of course, increased ad spends. DOOH continued to drive growth for the sector with experiences that were dynamic and interactive. While Tier 1 cities integrated digital screens and interactive displays into urban landscapes, Tier 2 and Tier 3 cities also emerged as significant growth markets, especially with increased investments in infrastructure.

The year saw an increased integration of digital and mobile campaigns, propelled by use of QR codes, geotargeting, and augmented reality to engage audiences effectively. All in all, the Indian OOH industry in 2024 was characterized by a revival and optimism, which surpassed pre-pandemic levels. There were of course challenges such as regulatory complexities, market fragmentation and standardized measurement metrics and these will need definitive policy changes moving forward.