Outdoor advertising gains traction, diversifies commercial real estate revenue streams
What was once just an extra branding element is now becoming an important part of the commercial real estate business strategy, say several industry executives.
By definition, outdoor advertising or out-of-home (OOH) advertising is a form of marketing that reaches consumers when they are outside their homes.
The real estate executives say that outdoor advertising has moved from the basic static hoardings to a high-revenue-generating, value-added business segment for commercial properties.
Umang Jindal, Chief Executive Officer (CEO) at Homeland Group, says that advertising is rapidly becoming a core vertical as commercial assets have become a mixed-use place.
"As commercial assets become mixed-use destinations, advertising is no longer peripheral--it's fast becoming a core vertical that adds strategic value," said Homeland Group CEO.
"Growing urbanisation and pedestrian flow have transformed buildings into potential media channels. Facades, rooftops, digital billboards, and transition points in commercial buildings are strategically used for brand exposure," said Vijay Kamboj, Founder, Bric-X Infra.
According to the data made available by MarkNtel, an Indian data intelligence firm, 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, said the firm in its report.
The executives say that advertising income normally represents 3 per cent to 8 per cent of the revenues of a commercial building, but it can reach more than 10 per cent on marquee frontage and digitally enabled display properties.
"It contributes about 7 per cent to 10 per cent to the total income of a commercial property. Outdoor advertising in premium Special Economic Zones or transit points can drive revenues as high as 12 per cent or even more," said G Hari Babu, National President of NAREDCO.
On the other hand, the executives representing electronic equipment say that they have seen traction in the Indian markets.
"Digital billboards, LED screens, interactive displays, and digital transit advertising are becoming more common in major cities like Mumbai, Delhi, Bangalore, and Chennai," said Muneer Ahmad, Vice President (Audio/Visual Business) ViewSonic India.
He added that demand for digital out-of-home advertising is rapidly rising in India as consumer preferences shift from traditional to digital platforms, noting that global real estate players are ramping up their investments more than their Indian counterparts.
Indian players are increasingly looking for popular sites to maximise their presence in the crowded or popular places, giving more visibility to the brands.
Observing the trends, Ashish Gupta, Director - Mandate Strategy, ANAROCK Group, says that revenue potential is a function of the location and the amount of traffic or footfall it sees.
"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," the ANAROCK Group Director added.
Sharing more insights on the specifics of the market, Bric-X Infra Founder added that in Delhi NCR and Gurugram, there is strong demand for non-traditional advertising media such as facades, terrace edges, lobby screens, and elevator wraps.
He added that advertisers are keen to utilise these eyeball-catching, out-of-home 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 beyond captive audiences in traditional billboard sites," Kamboj added. (ANI)
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Mint
18 minutes ago
- Mint
Buy or sell: Vaishali Parekh recommends three stocks to buy today — 25 July 2025
Buy or sell stocks: The benchmark indices of the Indian stock market began the session on a weak footing and remained under pressure throughout the weekly expiry, as lacklustre Q1 results 2025 from IT majors triggered a sharp sell-off in the sector, weighing on overall sentiment. Caution also prevailed before next week's U.S. Federal Reserve policy decision, likely to steer global market direction. The Sensex dropped 542.47 points, or 0.66%, to close at 82,184.17, while the Nifty fell 157.80 points, or 0.63%, settling at 25,062.10. Sector-wise, PSU Banks, Healthcare, and Pharma outperformed in positive territory, bucking the broader downtrend. In contrast, heavy selling was seen across most other sectors, with the IT index sliding over 2%, leading the losses. Broader markets also came under selling pressure, with the Nifty Midcap index down 0.58% and the Small-cap index shedding 1.09%, indicating a weak undertone across segments. Vaishali Parekh, Vice President of Technical Research at Prabhudas Lilladher, believes the Indian stock market sentiment is sideways to positive. The Nifty 50 index is sustaining above the 50-DEMA support of 24,900, while the key benchmark index faces resistance at 25,250. Speaking on the outlook of the Nifty 50 today, Vaishali Parekh said, "The Nifty 50 index once again found resistance near the hurdle of 25,250 zone and witnessed profit booking to slip towards the 25,000 zone to indicate a tight rangebound movement between 25,000 and 25,250 level for quite some time, with overall bias maintained positive. As mentioned earlier, we continue to maintain our stance, would need a decisive breach above the 25,250 to 25,300 zone to continue with the positive movement further ahead and expect the next targets of 25,500 and 25,700 levels in the coming days, provided the crucial support zone of 24,900 level is sustained as of now." "The Bank Nifty index continues to move within a tight range, having the tough resistance barrier near the 57,300 zone, which needs to be breached decisively and expect further upward movement in the coming days. On the downside, the 50-DEMA zone at the 56,000 level shall be an important and crucial support which needs to be sustained to maintain the overall bias and sentiment intact," said Parekh. Parekh said that the immediate support for the Nifty 50 index is at 24,900, while the resistance is at 25,300. The Bank Nifty would have a daily range of 56,500 to 57,600. Regarding stocks to buy today, Vaishali Parekh recommended three buy-or-sell stocks: Bandhan Bank, REC, and Hubtown. 1] Bandhan Bank: Buy at ₹ 184, Target ₹ 190, Stop Loss ₹ 180; 2] REC: Buy at ₹ 405.50, Target ₹ 412, Stop Loss ₹ 398; and 3] Hubtown: Buy at ₹ 305, Target ₹ 325, Stop Loss ₹ 295. Disclaimer: The views and recommendations made above are those of individual analysts or brokerage companies and not of Mint. We advise investors to check with certified experts before making any investment decisions.
India.com
18 minutes ago
- India.com
India-UK Trade Deal Brings New Hope, Boosts Crop Exports And Income: Farmers
New Delhi: Farmers on Thursday welcomed the India-UK Free Trade Agreement (FTA), calling it a major boost for Indian agriculture and a turning point for the farming community. Gurmeet Singh, a farmer who shared his thoughts on the deal, said it will not only raise incomes but also help farmers move away from traditional cropping patterns towards more profitable options like horticulture and oilseed cultivation. "This is a very good decision. It will help us solve crop-related problems and water scarcity. If we grow good-quality fruits and export them, we will get better returns. Crops like mustard and soybean will also bring big benefits,' Singh told IANS. The landmark trade agreement, signed by Prime Minister Narendra Modi and his UK counterpart Keir Starmer, promises zero-duty access to 99 per cent of Indian exports, including a wide range of agricultural products. This is expected to improve price realisation for Indian farmers and bring their products on par with European competitors in the UK market. Singh highlighted that many farmers are stuck in the cycle of cultivating cumin seeds and sugarcane, leading to stagnant earnings. Another farmer said that "now, with better prices available through exports, we can explore more profitable crops. It's time we move beyond the same crops again and again". He also noted that promoting oilseed crops will reduce pressure on water resources and improve sustainability. "Mustard, soybean, and fruits grown for export will not just boost our income but also support India's overall development," he added. The deal is also expected to open up the UK market for horticulture products, with reduced tariffs and faster regulatory clearances. "With easier access and improved competitiveness, Indian farm exports like spices, fresh fruits, processed foods, and oilseeds will now reach more global customers," another farmer stated. Signed during PM Modi's visit to the UK, the FTA is set to increase bilateral trade by about $34 billion and enhance India's economic engagement with one of the world's major economies.
New Indian Express
18 minutes ago
- New Indian Express
Landmark free trade deal with UK: The power of zero
NEW DELHI: India and the UK signed a landmark Free Trade Agreement (FTA) on Thursday during Prime Minister Narendra Modi's visit to London, sealing the most significant trade pact for Britain since Brexit and marking a major breakthrough in India's global trade strategy. The deal, finalised after three years of stop-start negotiations, cuts tariffs on key goods like textiles, whisky, automobiles, and electronics, and is expected to double the current bilateral trade of 56 billion by 2030. Negotiated amid shifting global trade dynamics and rising protectionism, the India–UK Comprehensive Economic and Trade Agreement (CETA) opens up one of the world's fastest-growing markets to UK firms while giving Indian exporters critical access to one of the G7's leading economies. The agreement is set to take effect after a formal ratification process in the UK, likely within a year or less.
