In this industry snapshot, Footprint’s Founder and Managing Partner, Kashif Merchant explores the upcoming trends and innovations in the Out-of-home (OOH) industry in the region. He delves into topics ranging from interactive displays, performance-orientated OOH to sustainability and 3D executions.
What new formats or innovations in OOH have caught the most advertiser interest recently?
Advertisers today are moving beyond evaluating OOH formats solely by their size or location. There’s growing interest in high-impact structures and visually striking designs that capture attention. Additionally, innovations in digital and interactive displays – such as 3D anamorphic screens, motion-integrated facades, and dynamic LED installations – are drawing strong advertiser interest for their ability to create memorable, immersive brand experiences.
How are brands balancing traditional static OOH with digital screens and programmatic buys?
Brands are increasingly taking a data-driven approach when balancing static and digital OOH. The choice often depends on the location’s dwell time and audience engagement potential. In environments with longer dwell times – such as shopping districts, airports, and transit hubs – advertisers are leaning toward digital screens that allow for dynamic, time-sensitive, and even programmatic creative rotations. These formats offer measurable engagement, flexibility in messaging, and the ability to optimise in real time.
Conversely, in high-traffic corridors or highways where audiences have limited viewing time, static formats continue to dominate. Their large-scale visibility ensures stronger brand recall and impact with a single, bold creative. Many brands now integrate both formats within the same campaign – using static for broad awareness and digital for contextual, data-triggered engagement – creating a more cohesive and performance-oriented OOH strategy.
Has sustainability become a real consideration in OOH production and deployment?
Sustainability is gaining traction in OOH, but its adoption still varies significantly by region. In many markets, including ours, there’s still a long way to go before sustainable practices become an industry standard rather than an exception. At our company, we’ve made sustainability a core commitment – being one of the few, if not the only, zero-to-landfill suppliers and actively working toward net-zero operations.
While these efforts set an important benchmark, broader change will only come when more suppliers integrate responsible production methods and when clients begin prioritising partners who demonstrate genuine sustainability credentials. The shift is gradual, but there’s growing recognition that sustainable OOH isn’t just ethical – it’s becoming a key factor in long-term brand reputation and procurement decisions.
If you could change one thing about the OOH industry today, what would it be?
If I could change one thing about the OOH industry today, it would be the lack of creativity and risk-taking in campaign execution. Too many campaigns feel monotonous and formulaic, relying on safe visuals rather than bold ideas that truly captivate audiences. When you look at cities like Mumbai, London, or São Paulo, their OOH campaigns often push creative boundaries – they’re immersive, interactive and unforgettable.
One of my favourite examples was a Sephora campaign that used a 3D execution, where the visual transformed as you drove past it. It was a perfect example of how innovation and storytelling can turn a billboard into an experience. I’d love to see more of that level of creativity in our region – campaigns that not only deliver impressions but leave a lasting impression.
