OOH sector's 3T formula in 2025 by Laqshya Media's Atul Shrivastava

Combining traditional formats with cutting-edge digital innovations, the OOH sector is also adopting sustainability practices, creating a future that’s not only growth-oriented but also environmentally conscious in 2025.

With eco-friendly initiatives like recyclable materials and energy-efficient solutions, the industry is making strides towards aligning with global environmental goals. 

Atul Shrivastava, CEO, Laqshya Media, shared the top trends shaping the OOH sector’s 2025.  

He mentioned, “Traditional OOH formats like large format billboards, Unipoles, Overhead Panels and unconventional street media remain essential to the advertising landscape, particularly in Top Metros and Mini metros where Traditional media gives the deeper reach and larger than life displays creating high Impact. These formats are high impact and offer a level of familiarity/flexibility and trust that resonates with audiences.”

What’s exciting is how traditional media is evolving to meet modern demands. Sustainable practices are becoming the norm, such as using recyclable materials for billboards and eco-friendly printing methods, he mentioned. Additionally, innovations like 3D installations and LED-lit static displays add a creative edge, proving that traditional OOH can coexist with its digital counterparts while supporting environmentally conscious advertising.

Another trend Shrivastava noticed was that transit media is also growing as urbanisation and mobility continue to rise across India. High-traffic locations like airports, metro stations, bus terminals are becoming prime advertising spots, allowing brands to connect with diverse and dynamic audiences.

As urbanisation transforms the mobility patterns of India, transit media is emerging as a preferred choice for advertisers. Locations with high footfalls, such as airports, metro stations, and bus terminals, offer brands a golden opportunity to connect with dynamic and diverse audiences.

He added, “The digitalisation of transit media is also accelerating, with the share of DOOH assets in transit environments expected to grow from 7% to 16% in the next two years. These digital assets offer real-time and location-specific messaging. This combination of reach, innovation, and eco-consciousness makes transit media a preferred media for advertisers in 2025.”

Integrating Artificial Intelligence (AI) and DOOH is driving a technological revolution in the OOH industry, shared the executive. “AI is helping advertisers optimise campaigns for maximum impact. For example, AI-powered tools can adjust real-time ads based on weather, traffic patterns, or even audience demographics at specific locations.”

“DOOH, with its dynamic digital screens, is taking this tech-driven approach to new heights. These screens are interactive and adaptable and increasingly designed with sustainability in mind. Solar-powered DOOH displays and energy-efficient technologies are becoming standard, ensuring that innovation doesn’t come at the cost of the environment. This tech-enabled, eco-friendly transformation sets the stage for smarter and more responsible advertising,” Shirvatsava highlighted.

Looking at the scenario futuristically in 2025, he explained that the OOH advertising industry in India is set to thrive by combining the enduring appeal of traditional formats, the growing influence of transit media, and the power of AI and DOOH. All of this is underpinned by a strong commitment to sustainability, ensuring that the industry’s growth aligns with global environmental goals. With a projected 12-13% growth rate this year, the future of OOH is not just bright—it’s green and forward-thinking.

As brands and advertisers chart their course through 2025, it is evident that OOH advertising will remain an indispensable part of the marketing mix, balancing tradition with innovation and creativity with conscience.