Why digital-first brands are buying more billboards this festive season

Quick-commerce and fintech brands are spending more on out-of-home (OOH) advertising this festive season, says Dr. Anttim Maheshvwari, Founder and Partner of Jayprabha Synergy. 

Speaking to exchange4media, he explains when it pays to digitise a hoarding, what’s holding back programmatic buying and how brands can test whether outdoor ads drive store visits or sales.

Edited excerpts:

Which sectors increased their outdoor advertising spend this festive season?

FMCG, jewellery, automobiles and consumer durables remain strong festive advertisers. We’re also seeing more investment from e-commerce, quick commerce, fintech, real estate, fashion, smartphone brands and organised retailers. Digital-first brands want visibility in places where people shop and commute, including busy roads, transit hubs and shopping districts. Industry estimates suggest festive OOH spending could reach ₹2,300–2,400 crore in 2026, up around 15–20 per cent from 2025.

What payback period justifies converting a static hoarding to digital?

I’d use 24–36 months as a benchmark. The calculation depends on the upfront investment, site permissions and how many ad slots you can realistically sell. It should also account for electricity, maintenance, connectivity, content management and compliance. A premium static site can sometimes deliver better returns because it costs less to operate.

What’s holding back programmatic buying in digital outdoor advertising?

Brands need reliable reach, impression and frequency data they can compare with other media. Today, inventory is spread across operators and platforms, pricing can be hard to compare, and only some screens are connected to programmatic buying systems. Many owners still sell on monthly bookings, while programmatic buyers often want shorter campaigns. Common standards for pricing, delivery and measurement would make it easier for brands to buy regularly.

What would make RoadStar the industry standard for buying OOH?

Media owners, agencies and advertisers need to adopt a common measurement method. RoadStar should report reach, frequency, impressions and audience profiles consistently, with transparent data sources and independent validation. Its value will show up when buyers can compare a site in Mumbai with one in Pune on the same basis and use that information to decide where to spend.

How can advertisers measure whether an outdoor campaign drives store visits or sales?

A retailer could run a campaign in one market and use a comparable market as a control. It would track store visits, enquiries, QR-code interactions and sales in both markets before and during the campaign. Comparing how those measures change can help estimate the campaign’s contribution, provided the analysis accounts for other marketing activity and local factors. Location-based audience data can also help assess visits, subject to privacy safeguards.

Who should verify a hoarding’s permits and structural safety before it’s booked?

The media owner or authorised operator should take primary responsibility and make the documentation available before booking. The advertiser or agency should check that permits are current and cover the site, dimensions and display specifications. They should also verify a structural stability certificate from a qualified engineer and any required no-objection certificates. For digital screens, the checks should cover electrical safety and installation compliance as well.

Which non-metro city would you invest in for 2027, and which formats would you back?

I’d choose Indore for its expanding consumer market and growth in organised retail and real estate. I’d build a network of digital screens at major junctions, transit advertising along busy commuter routes and neighbourhood formats such as street furniture. That would give national and regional advertisers coverage across the city, with scope to reach consumers along the Indore–Ujjain corridor.