As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Aman Nanda, Chief Strategy Officer and Head – Marketing & HR, Times OOH, 2025 marked the moment outdoor advertising transformed from static visibility to immersive brand experiences.
Reflecting on the most defining shift of the year, Nanda highlights how experience became central to OOH’s evolution. He says, “If I had to pick one defining trend for OOH in 2025, it would be the rise of ‘experience-led outdoor’. Brands are moving beyond plain visibility to sensory immersion, integrating 3D, dynamic DOOH, sound, motion, data triggers and hyper-contextual creatives. Airports, metros and premium urban centres are transforming into experience zones where OOH is no longer passive; it actively engages, entertains and converts. This shift is making OOH one of the most powerful brand-building mediums in India.”
Looking ahead, Nanda believes this momentum will accelerate, driven by data, infrastructure growth and a renewed focus on responsibility.
Sharing his outlook for 2026, he outlines the three forces set to redefine the medium in the coming year.
Trend 1: Hyper-Personalised DOOH Powered by Data
“In 2026, DOOH will evolve into precision-led OOH. Audience movement patterns, day-parting, weather triggers and real-time data will power highly context-aware messaging. Programmatic OOH will scale rapidly, giving brands the kind of campaign agility and optimisation that was previously limited to digital.”
Trend 2: Airport & Metro OOH as the New Premium Mass Media
“With India’s rapid aviation and metro expansion, these transit hubs will anchor premium advertising. High dwell times, controlled environments and affluent, intent-driven audiences will make airports and metros the preferred choice for high-impact national and launch-led campaigns.”
Trend 3: Sustainable, Responsible OOH
“Brands and media owners will increasingly prioritise eco-friendly materials, recyclable formats, energy-efficient DOOH and green-powered installations. Sustainability will move from being a good-to-have practice to a core buying criterion when brands choose OOH partners.”
(As told to Antora Chakraborty)
