Lakshya Media's Yuvrraj Agarwal: 'Presence is the new performance' as OOH bucks traditional media decline
At ET Brand World Summit 2026, Agarwal argued marketing faces a 'remembering crisis,' urging brands to prioritise distinction over reach. He flagged OOH as the only growing traditional medium (~13%) and estimated India's market at INR 7,000-8,500 crore, well above reported figures of INR 4,700-4,800 crore, with potential to hit INR 10,000 crore by 2030.
What happened
Lakshya Media Group · At ET Brand World Summit 2026, Lakshya Media's Yuvrraj Agarwal argued marketing faces a 'remembering crisis,' urging brand distinction
Key facts
- OOH growing ~13%
- market est. INR 4,700-4,800 crore
- Lakshya est. INR 7,000-8,500 crore
- potential INR 10,000 crore
Why this matters
A large under-reported, faster-growing OOH market signals fragmentation and consolidation upside, though Agarwal's self-interested sizing (72% confidence) warrants independent validation before deal moves.
What to watch
- Publication of audited India OOH market-size figures reconciling the reported vs claimed gap
- Q1-Q2 2026 media spend disclosures from listed agencies showing OOH share shifts
- DOOH inventory acquisition or funding announcements
- Adoption of standardized OOH measurement/audience metrics by industry associations
- Major brand case studies claiming 'distinction over reach' campaign outcomes
- Lakshya Media positions itself as thought leader to win premium metro OOH mandates ahead of 2030 target
- Rival OOH operators and industry bodies (like IOAA) respond with counter-data or endorse revised market sizing
- Ad-tech and DOOH vendors pitch measurement/attribution layers to convert 'presence' into a sellable metric
- Agency planners begin re-weighting media mix models to include distinctiveness metrics