India Out of Home (OOH) Advertising Market Outlook to 2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media

India Out of Home (OOH) Advertising Market Outlook to 2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media


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Executive Summary

The report titled "India Out of Home (OOH) Advertising Market Outlook to 2021 - Future Growth to be Driven by Digital and Innovative Physical OOH Media" provides a comprehensive analysis of OOH advertising market in India. The report focuses on overall market size for lease and renting of OOH advertising space. Market is segmented based on product type (Physical and Digital) and sub segmented by type of media vehicle (billboard, gantries, transit and others), by target locations (road side environment, transit, street furniture and others) and by sectors. The report also covers the competitive landscape of major players in India for OOH advertising market, regulations/ compliance governing OOH advertising, SWOT analysis and Porter 5 forces analysis. The report concludes with market projection for future and analyst recommendation highlighting the major opportunities and threats.

India Out of Home (OOH) Advertising Market
OOH advertising in India is no more restricted to billboards, the new media options such as street furniture, transit media, mall kiosks, and digital media have evolved to present advertisers a variety of options to choose from. Growth in the first half of analysis period (FY'2011-FY'2014) was mainly driven by improvement of technologies in transit media advertising and airport advertising which are high traffic volume areas with potential consumers. Lower growth in terms on spending on OOH advertising was accounted for by reduced economic growth and high inflation in country where consumer confidence was low. In the second half of the analysis period (FY'2015-FY'2016) the market was largely driven by demand from Ecommerce companies and banking sector. Government also became the major contributor to the OOH advertising industry. Significant improvement was registered in mass transit OOH advertising such as train wrap has further helped in boosting the revenue in the period. The key participants involved in India OOH Industry are advertisers, media agencies, specialist buyers, outdoor media owners, and outdoor site owners.

India Out of Home (OOH) Advertising Market Segmentation
Physical OOH advertising has remained the dominant segment in India OOH advertising industry. Traditional methods such as billboards, gantries, and other roadside advertisement still dominate the market in physical OOH advertising. New innovative methods such as train wraps, street furniture are fast gaining prominence in physical OOH market with strong growth rate. Physical OOH has remained major source for promoting products and services when general public has to be reached at large. The market segment for physical OOH was largely dominated by billboards followed by transit media and gantries in FY'2016.

Reduced price, weight, and thickness of flat panel display have led the advertisers to choose digital mode as they can display multiple ads and can be customized as per changing consumer pattern. It has become a very vital source for reaching people in metros, airports, malls and other location where safety of the digital display equipments can be guaranteed from public and nature. Reduced power consumption and availability of power source is the other factor promoting the advancement of digital infrastructure in OOH advertising. Transit media continue to remain the dominant segment in digital OOH market advertising. Other sector which showed significant growth include hospitality centers, health and personality, cinemas, retail outlets and other location of public access.

Competitive Scenario in India OOH Advertising Market
OOH industry in India is fragmented market though majorly dominated by few large players but has a presence of large number of small players. Laqshya media leads the market followed by Times OOH and Pioneer publicity. There many small players with marginal market share. Market is dominated by regional players in each region. No company has Pan India dominance but few companies have expanded their business to many states but their share in market at those locations is still minimal. The top seven players have more than ~% market share and the remaining market is occupied by many small players. These small players either specialize in particular location or in particular type of OOH medium such as EG communication which is a large player but has presence in transit media at DMRC only. Large international players such as JC Decaux have operations in major metro cities at organized spaces such as street furniture, airports, and metros.

Future Outlook
FIFA U-17 world cup, general election in 2019, Promotion of 4G services, auction of unconventional locations by government for OOH advertising, disinvestment from government, launch of new payment banks and other services to promote social welfare such as promote financial inclusion will be other major factor promoting the sale of OOH advertising space.

Key Topics Covered in the Report

  • Global Out of Home (OOH) Advertising Market Overview and Size
  • India Advertising Industry Introduction
  • India OOH Advertising Industry market Structure
  • India OOH Advertising Market Segmentation by Type, By Sectors
  • Rules and Regulations governing India OOH Advertising Industry
  • Introduction and Market Size for Physical OOH Market in India, Pricing, Market Segmentation by type of Media Vehicle, Target Location, By Sectors, Trends & Developments and Future Outlook.
  • Introduction and Market Size for Digital OOH Market in India, Pricing, Market Segmentation by type of Media Vehicle, Target Location, By Sectors, Trends & Developments and Future Outlook
  • Segment Wise major players in India OOH market.
  • Competitive landscape of major players in India OOH market.
  • SWOT Analysis.
  • Porter 5 forces analysis.
  • Mergers and Acquisitions
  • Tendering Process in procuring government owned sites for OOH advertising.
  • Trends and Developments.
  • Future projections and recommendation.


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Contact Us:
Ken Research
Ankur Gupta, Head Marketing & Communications

+91-9015378249

1. Executive Summary
India Advertising Industry Overview
India Out of Home Advertising Market Introduction
Contribution of Major sectors in OOH Advertising Market
Regulatory Norms in India OOH Advertising
Physical OOH Advertising
Digital OOH advertising
Major Players in India OOH industry
Mergers and Acquisitions
Future Outlook
2. Research Methodology
2.1. Market Definitions
2.2. Abbreviations
2.1. Market Size and Modeling
Consolidated Research Approach
Market Sizing - India OOH Advertising Market
Limitations
Variables (Dependent and Independent)
Multi Factor Based Sensitivity Model
Final Conclusion
3. Global Out of Home (OOH) Advertising Market Overview and Size, 2011-2016
4. India Advertising Industry Introduction
4.1. India Advertising Industry Segmentation by Print, TV, Online, OOH and Radio, FY'2011 – FY'2016
4.2. India Out of Home (OOH) Advertising Market Scenario
5. India OOH Advertising Industry
5.1. India OOH Advertising Industry Market Structure
5.2. India OOH Advertising Industry Market Size by Advertising Spending, FY'2011 – FY'2016
6. India OOH Advertising Market Segmentation
6.1. By Physical and Digital Space
6.2. By Sectors (BFSI, Ecommerce, Government, FMCG & FMCD, Telecom, Real estate, Automobiles, Media& Entertainment and Others)
7. Rules and Regulations governing India OOH Advertising Industry
Haryana
Delhi
Mumbai
Bengaluru
Kolkata
7.1. Safety Instructions
8. Physical OOH Advertising
8.1. Introduction and Market Size for Physical OOH Market in India FY'2011-FY'2016
8.2. Pricing of Physical OOH Ad Space
8.3. Physical OOH Advertising Market Segmentation
8.3.1. By Type of Media Vehicle
8.3.2. By Target Location
8.3.3. By Sectors
8.4. Physical OOH Market Trends in India
Improvement in Infrastructure is Driving the Growth
creativity and Innovation in OOH advertising
Transformation in Business model
Growing Demand for Transit MEDIA OOH Advertising
8.5. India Physical OOH advertisement Market Future Projections, FY'2017 – FY'2021
9. Digital OOH Advertising
9.1. Introduction and Market Size for Digital OOH Market in India FY'2011-FY'2016
9.2. Pricing of Digital OOH AD Space
9.3. Digital OOH Market Segmentation
9.3.1. By Places
9.3.2. By Type of Medium
9.3.3. By Sector
9.4. Digital OOH market Trends in India
Improvement in Infrastructure is Driving the Growth
Digital OOH has led to creativity and Innovation in OOH advertising
Interative advertising
9.5. India Digital OOH advertisements Market Future Projections
10. Segment Wise Market Share of Major Companies in OOH Advertising
10.1. Traditional Asset Owners
10.2. Mall Asset Owners
10.3. Airport Asset Owners
10.4. Cab Asset Owners
10.5. Inflight Asset Owners
10.6. Gym Asset Owners
10.7. Transit Media Asset Owners
11. Competitive Landscape of Major Players
11.1. Times OOH
11.2. Pioneer Publicity Corporation Pvt Ltd
11.3. TDI
11.4. J.C.Decaux
11.5. Bright Outdoor Media Pvt Limited
11.6. Laqshya Media Pvt Limited
11.7. EG Communications
12. Growth in Tier 2 and Tier 3 Cities
Less Clutter
Relative Cost of Media
Unexplored Markets
Infrastructure Development
13. SWOT Analysis
14. Porter 5 Forces Analysis
Threat of New Entrants (HIGH)
Bargaining Power of Suppliers (Low)
Bargaining Power of Buyers (High)
Threat of Substitutes (High)
Rivalry among Existing Firms (High)
15. Tendering Process in Procuring Government Owned Sites for OOH Advertisement
15.1. Decision Making Process
16. Mergers and Acquisitions
17. India OOH Advertising Industry Future Projections, FY'2017 - FY'2021
18. Macroeconomic and Industry factors
18.1. Total Population FY'2011-FY'2021
18.2. Private Final Consumption Expenditure, FY'2011-FY'2021
18.3. FDI In Information & Broadcasting, FY'2011-FY'2021
18.4. Air Passenger Traffic Volume, FY'2011-FY'2021
18.5. Media and Entertainment industry Size, FY'2011-FY'2021
19. Analyst Recommendations
Disclaimer
Contact Us

Figure 1-1: Industry Structure of India Out of Home (OOH) Advertising Market
Figure 3-1: Global OOH Advertising Market Size on the Basis of Revenue in INR Billion, CY'2011-CY'2016
Figure 4-1: India Advertising Market Share (Print, TV, Digital Advertising, OOH, Radio) Share on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Figure 6-1: India OOH Advertising Industry Market Segmentation (Digital and Physical) on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Figure 6-2: India OOH Advertising Market Segmentation by Major Sectors (BFSI, Ecommerce, Government, FMCG, Telecom, Real estate, Automobiles, and Others) on the Basis of Revenue in INR Billion, FY'2016
Figure 6-3: India OOH Advertising Market Segmentation by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY'2014
Figure 6-4: India OOH Advertising Market Segmentation by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY'2011
Figure 8-1: India Physical OOH Advertising Market Size on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Figure 8-2: India Physical OOH Advertising Market Segmentation by Type of Media Vehicle (Billboards, Transit, Gantries, and Others) on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Figure 8-3: India Physical OOH Advertising Market Segmentation (Roadside Environment, Transit, Street Furniture, and Others) by Target Location on The basis of Revenue in INR Billion, FY'2016
Figure 8-4: India Physical OOH Advertising Market Segmentation (BFSI, Ecommerce, Government, FMCG, Telecom, Real Estate and Others) by Sectors on the Basis of Revenue in INR Billion, FY'2016
Figure 8-5: India Physical Out of Home (OOH) Advertising Market Future Projections on the Basis of Expected Revenue in Terms of INR Billion, FY'2017-FY'2021
Figure 8-6: India Physical OOH Advertising Expected Market Share on the Basis of Revenue in INR Billion, FY'2021
Figure 9-1: India Digital OOH Advertising Market Size Based on Revenue in INR Million and Rationale, FY'2011-FY'2016
Figure 9-2: India Digital OOH Market Share by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million, FY'2011-FY'2016
Figure 9-3: India Digital OOH Advertising Market Share by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY'2011-FY'2016
Figure 9-4: India Digital OOH Advertising Market Share by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million,FY'2016
Figure 9-5: India Digital Out of Home (OOH) Advertising Market Future Projections on the Basis of Revenue in terms of INR Million, FY'2017-FY'2021
Figure 9-6: India Digital OOH Advertising Expected Market Share on the Basis of Revenue in INR Billion, FY'2021
Figure 11-1: Competitive Landscape of Times OOH Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Advertising Innovation, Major Clients Contact Details
Figure 11-2: Times OOH Revenue from OOH Advertising in INR Million, FY'2011-FY'2016
Figure 11-3: Competitive Landscape of Pioneer Publicity Corporation Pvt. Ltd. Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Advertising Innovation, Major Cities, Major Clients
Figure 11-4: Pioneer Publicity Revenue from OOH Advertising in India OOH Advertising Market, FY'2011-FY'2016
Figure 11-5: Competitive Landscape of TDI Including Company Overview, USP, Business Strategy, Major Cities, Revenue Split, Operational Segment, Major Cities, and Major Clients
Figure 11-6: TDI India Revenue from OOH Advertising in India OOH Advertising Market, FY'2011-FY'2016
Figure 11-7: Competitive Landscape of JC Decaux Including Company Overview, USP, Business Strategy, Revenue Split, Operational Segment, Major Cities, Major Clients
Figure 11-8: JC Decaux India Revenue from OOH Advertising in INR Million, FY'2011-FY'2016
Figure 11-9: Competitive Landscape of Bright Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.
Figure 11-10: Bright Outdoor Media Pvt. Ltd. Revenue from OOH Advertising in INR Million, FY'2011-FY'2016
Figure 11-11: Competitive Landscape of Laqshya Media Pvt. Ltd. Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.
Figure 11-12: Laqshya Media Pvt. Ltd. Revenue from OOH Advertising in INR Million, FY'2011-FY'2016
Figure 11-13: Competitive Landscape of EG Communication Including Company Overview, USP, Business Strategy, Revenue Split on the Basis of Segment, Operational Segment, Major Cities, Major Clients.
Figure 11-14: EG Communications Revenue from OOH Advertising in India OOH Advertising Market, FY'2011-FY'2016
Figure 17-1: India Out of Home (OOH) Advertising Market Future Outlook on the Basis of Revenue in terms of INR Billion, FY'2017-FY'2021
Figure 18-1: Total Population of India in Billion and Projected Growth, FY2011- FY'2021
Figure 18-2: Private Final Consumption Expenditure in India in INR Billion, FY2011- FY'2021
Figure 18-3: Foreign Direct Investment (FDI) in Information and Broadcasting Sector in INR Billion, FY2011- FY'2021
Figure 18-4: Air Passenger Traffic Volume in India (Domestic and International) in Million, FY2011- FY'2021
Figure 18-5: India Media and Entertainment Industry Size by Revenue in INR Billion, FY2011- FY'2021

Table 2-1: List of Tier 1, Tier 2, and Tier 3 Cities in India, 2016
Table 2-2: Correlation Matrix for India OOH Advertising Market
Table 2-3: Regression Coefficients Output for India OOH Advertising Market
Table 4-1: India Advertising Market Segmentation (Print, TV, Online, OOH and Radio) on the Basis of Revenue in INR Billion and Rationale, FY'2011-FY'2016
Table 4-2: India Advertising Market Segmentation (Print, TV, Digital Advertising, OOH, and Radio) on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Table 5-1: India OOH Advertising Industry Market Size on the Basis of Revenue in INR Billion and Rationale, FY'2011-FY'2016
Table 5-2: India OOH Advertising Industry Market Size By Advertising Spending in INR Billion and Rationale, FY'2011-FY'2016
Table 6-1: India OOH Advertising Industry Market Segmentation (Physical and Digital) on the Basis of Revenue in INR Billion and Rationale, FY'2011-FY'2016
Table 6-2: India OOH Advertising Industry Market Size (Digital, Physical) on the Basis of Revenue in INR Billion, FY'2011-FY'2016
Table 6-3: India OOH Advertising Market Segmentation by Major Sectors (BFSI, Ecommerce, Government, FMCG & FMCD, Telecom, Real estate, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion and Rationale, FY'2011 & FY'2016
Table 6-4: India OOH Advertising Market by Major Sectors (BFSI, FMCG & FMCD, Telecom, Automobiles, Media& Entertainment and Others) on the Basis of Revenue in INR Billion, FY'2016
Table 7-1: Schedule of Taxes, Fees, and Charges for Outdoor Advertising as per Kolkata Municipal Corporation, FY'2016-2017
Table 8-1: Market Size for Physical OOH Advertising Based on Revenue in INR Billion and Rationale, FY'2011-FY'2016
Table 8-2: Monthly Rental and Description for OOH Advertising Media at Some Major Location in India, FY'2017
Table 8-3: India Physical OOH Advertising Market Segmentation by Type of Media Vehicle (Billboards, Gantries, Transit and Others) on the Basis of Revenue in INR Billion and Rationale, FY'2011-FY'2016
Table 8-4: India Physical OOH Advertising Market Segmentation (Roadside Environment, Transit, Street Furniture, and Others) by Target Location on The basis of Revenue in INR Billion and Rationale, FY'2016
Table 8-5: India Physical OOH Advertising Market Segmentation by Sectors (BFSI, Ecommerce, Government, FMCG, Telecom, Real Estate and Others) on The Basis of Revenue in INR Billion, FY'2016
Table 8-6: Number of Flyovers and Over bridges in Major Indian Cities as of January 2017
Table 8-7: India Physical Out of Home (OOH) Advertising Market Future Outlook and Rationale on the Basis of Revenue in INR Billion and Rationale, FY'2017-FY'2021
Table 8-8: India Physical OOH Advertising Segmentation (Billboard, Gantries, Transit, Others) on the Basis of Revenue in INR Billion and Rationale, FY'2021
Table 8-9: Some Major Projects in Developing City Infrastructures in India
Table 9-1: India Digital OOH Advertising Market Size on the Basis of Revenue in INR Million, FY'2011-FY'2016
Table 9-2: Monthly Rental and Description for OOH Advertising Media at Some Major Location in India, FY'2017
Table 9-3: India Digital OOH Market Segmentation by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million and Rationale, FY'2011-FY'2016
Table 9-4: India Digital OOH Market Size by Places (Transit, Street Furniture, Hospitality Centre, Health & Personality, and Others) on the Basis of Revenue in INR Million, FY'2011-FY'2016
Table 9-5: India Digital OOH Advertising Market Segmentation by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY'2011-FY'2016
Table 9-6: India Digital OOH Advertising Market Size by Type of Medium (Video Ads, Image Ads, Wrap Around) on the Basis of Revenue in INR Million, FY'2011-FY'2016
Table 9-7: India Digital OOH Advertising Market Segmentation by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million and Rationale, FY'2011-FY'2016
Table 9-8: India Digital OOH Advertising Market Size by Sector (FMCG, Media & Entertainment, Automobiles, Telecom, Financial Services, and Others) on the Basis of Revenue in INR Million, FY'2011 & FY'2016
Table 9-9: India Digital Out of Home (OOH) Advertising Market Future Outlook and Rationale on the basis of Revenue in terms of INR Million, FY'2017-FY'2021
Table 9-10: : India Digital OOH Advertising (Video Ads, Wrap Around, and Image ads) Expected Market Share on the Basis of Revenue in INR Billion and Rationale, FY'2021
Table 10-1: Major Traditional Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-2: Major Mall Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-3: Major Airport Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-4: Major Cab Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-5: Major Inflight Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-6: Major Gym Asset Owners in India OOH Advertising Industry and Their Profile including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 10-7: Major Transit Media Asset Owners in India OOH Advertising Industry and Their Profiles including Revenue, Market Share, Number of Sites and USP, FY'2016
Table 11-1: Times OOH Segment of Operation, Revenue Split by Location and Number of Sites, FY'2016
Table 11-2: Contact Details of Important Business Personalities at Pioneer Publicity Corporation Pvt. Ltd.
Table 11-3: Pioneer Publicity Corporation Pvt. Ltd. Segment of Operation, Revenue Share, and Revenue Split by Location and Number of Sites, FY'2016
Table 11-4: Contact Details of Important Business Personalities at TDI India
Table 11-5: TDI India Segment of Operation, Revenue Share, and Revenue Split by Location and Number of Sites, FY'2016
Table 11-6: Contact Details of Important Business Personalities at JC Decaux India
Table 11-7: JC Decaux India Segment of Operation, Revenue Split by Location and Number of Sites, FY'2016
Table 11-8: Laqshya Media Pvt Ltd. Segment of Operation, Revenue Split by Location and Number of Sites, FY'2016
Table 11-9: Contact Details of Important Business Personalities at Laqshya Media Pvt. Ltd.
Table 13-1: SWOT (Strength, Weakness, Opportunities, Threat) Analysis of India OOH Advertising Industry
Table 15-1: Tendering Process in Government Out of Home Advertising Sites Auction
Table 15-2: Key Decision Making Parameters While Selecting the OOH Advertising Media
Table 16-1: Mergers and Acquisitions in India OOH Advertising Industry, FY'2011-FY2016
Table 17-1: India Out of Home (OOH) Advertising Market Future Outlook and Rationale on the Basis of Revenue in terms of INR Billion, FY'2017-FY'2021
Table 19-1: Recommendation for Participants in India OOH Industry

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Traditional Asset Owners: Times OOH, TDI, Pioneer Publicity, Laqshya Media, JC Decaux, EG Communications, Bright Outdoor Media, Global Advertisers Alakh Advertising & Publicity, Jagran Engage, Noida Publicity, Icons, Signpost India Pvt. Ltd., JCDecaux, Explomedia, Group AAO, Roshan Publicity, Prakash Publicity Service; Mall Asset Owners: S&O Investments, Group AAO, Brite Advertising, Lead Advertisers, Aspek Media, The Social Street, Adwel Advertising, Mohan Media, Mediashop; Airport Asset Owners: Times OOH Media, Laqshya Media, JCDecaux; Cab Asset Owners: CASHurDRIVE, Fast Track Cabs, My Cab, BCabs; Inflight Asset Owners: Atibn OOH, Spice Jet, Blue Mushroom Infozone, Air Asia, Jet Airways, Live Media; Gym Asset Owners: Gold's Gym, Talwalkars, Fitness First; Transit Media Asset Owners: TDI International India Ltd., EG Communications, Ashok Sharma & Associates Pvt. Ltd., Jegson Publicity, Times OOH Media

Billboards, Gantries, Transit, Video Ads, Street Furniture, Image Ads, Wrap Arounds

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