The OOH industry is largely fragmented. Outdoor media sites are predominantly owned and operated by small local players and are typically marketed by them to advertisers and advertising agencies. Tremendous technological innovation has taken place in this industry which these small players cannot utilize due to lack of knowledge and funds. New billboard technologies like LCD (Liquid Crystal Display) billboards have now come to India which can be seen in airport business lounges. These are digital posters that provide information for business-class passengers with Eye selling advertising. The information is transmitted to the LCDs via wireless technology, similar to that used in mobile phones.
LED (Light-emitting diode) billboards are also driving the market. LED video billboards are brighter than conventional billboards require less electricity to operate and can be changed from a central location. OOH advertising successfully focuses on the targeted audience. Due to the localized nature of the medium, this medium turns out to be a relatively cheaper and cost effective for local advertisers than broad based regional or national medium.
Advertising In India 