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 Nipun Arora, Co-founder, OSMO, 2025 marked the transformation of OOH from broad visibility to precision-led relevance.
As this shift set the foundation, Arora believes the next phase will push OOH into a far more intelligent, measurable and immersive medium. Reflecting upon the year that has passed by, Arora says, “In 2025, the biggest trend was the rise of precision led OOH. Brands were moving beyond mass visibility to hyper contextual placements powered by real time traffic data. OOH was less about buying locations, it was more about buying moments of relevance. With audience mapping, dwell time optimisation, and AI-driven planning, advertisers prioritised more on outcome focused OOH that delivered more accurate impact across cities.”
Building on the precision mindset of 2025, Arora outlines three forces that will define how outdoor advertising evolves in 2026. Highlighting the three trends that will define 2026, he says, “By 2026, tech-integrated OOH sites will dominate, using programmatic delivery, real-time triggers, sensors, and AI to create hyper-contextual messaging that adapts to environment and audience cues. This trend matters because it boosts relevance and efficiency. It’s happening due to rapid digital infrastructure growth, demand for dynamic creatives, and brands expecting smarter, responsive outdoor communication that maximises impact across varied contexts.”
“Data-led planning will redefine OOH by emphasising attention metrics, footfall attribution, and behavioural insights to guide investment decisions. Brands will demand measurable outcomes and greater accountability from agencies. This trend matters because it reduces wastage and proves ROI. It’s happening as AI modelling, telco data, and advanced attribution tools make outdoor advertising far more precise, predictable, and performance-driven for brands.”
“Experiential and interactive OOH will grow through AR/VR zones, pods, and kiosks that shift audiences from passive viewers to active participants. This trend matters because immersive engagement strengthens memory, emotional connection, and organic shareability. It’s happening as consumers seek richer experiences and brands pursue standout formats that merge physical environments with digital storytelling to create memorable, impactful public interactions today.”
(As told to Antora Chakraborty)
