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ew Delhi [India], June 22: The shift in consumer behavior and the increasing demand for experiential marketing have transformed outdoor advertising into a lucrative business segment for commercial real estate developers. What was once considered an additional branding element is now a vital part of their strategy, say industry executives.
Outdoor advertising, also known as out-of-home (OOH) advertising, targets consumers when they are outside their homes. Real estate executives claim that it has evolved from static hoardings to a high-revenue-generating business segment for commercial properties.
Advertising is becoming a core vertical in the commercial real estate business, says Umang Jindal, CEO at Homeland Group. "As commercial assets become mixed-use destinations, advertising is no longer peripheral - it's fast becoming a core vertical that adds strategic value," he added.
The Digital Out-of-Home Advertising Market size was valued at around USD 284 million in 2024 and is projected to reach USD 620 million by 2030, according to MarkNtel. The executives say that advertising income can represent up to 10% of a commercial building's revenue, with premium locations driving even higher returns.
Digital billboards, LED screens, and interactive displays are becoming increasingly popular in major cities like Mumbai, Delhi, Bangalore, and Chennai. Demand for digital out-of-home advertising is rising rapidly as consumer preferences shift from traditional to digital platforms.
Revenue potential is a function of location and footfall, says Ashish Gupta, Director at ANAROCK Group. "ANAROCK Creative Agency focuses on locations such as Bandra Kurla Complex (Mumbai), Cyber Hub (Gurugram), Connaught Place (Delhi), MG Road (Bengaluru), and HiTech City (Hyderabad) to drive the highest value for our developer clients' digital advertising spends," he added.
In Delhi NCR and Gurugram, there is strong demand for non-traditional advertising media such as facades, terrace edges, lobby screens, and elevator wraps. Advertisers are keen to utilise these eyeball-catching locations to create experience-based brand interactions. Experiential activations and pop-ups in amenity spaces are also gaining momentum, allowing brands to reach captive audiences within commercial buildings.
