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 Dr Yogesh Lakhani, CMD – Bright Outdoor Media Limited, 2025 marked a decisive acceleration of digital, data-led transformation in outdoor media, blurring boundaries between physical spaces and digital engagement.
Reflecting on how the medium is evolving, he notes:“In my view Outdoor Media Advertising is evolving big time. Integration with mobile, QR codes, and social media has already blurred offline-online boundaries. With infrastructure growth and urban mobility, premium sites in metros and rapid expansion in Tier-II/III cities will drive sustained growth.”
Zooming in on the defining shift of the year, he adds, “In 2025, Digital Out-of-Home (DOOH) dominance is the biggest trend — dynamic, data-driven digital screens with real-time content updates are reshaping outdoor media advertising. Brands are using smart displays to deliver context-aware messages and bridge offline and online engagement.”
Looking ahead, Lakhani believes the next phase of growth will be driven by scale, intelligence and deeper market penetration. He outlines the key forces expected to shape the medium in the year ahead: Programmatic DOOH at Scale – Automated, audience-optimized buys across cities and transit hubs. AI & Analytics-Led Measurement – AI tools measure impressions, dwell time, and creative performance. Tier-II/III City Expansion – Growing OOH inventory and localized messaging beyond metros.”
(As told to Antora Chakraborty)
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