Invidis Report Flags Five Trust Gaps in India's Out-of-Home Ad Market
A report from invidis.com lists five recurring problems undermining trust in India's out-of-home advertising sector: inflated traffic figures, delayed or early-terminated installations, billboards sold to multiple advertisers at once, campaigns placed at inferior locations than promised, and proof-of-posting photos that are manipulated, recycled or entirely fabricated with AI editing tools. Times OOH and JCDecaux are named as operators with strong reputations for reliability. Skycom, a mall signage specialist, is cited as one of the few companies to deploy network-wide audience measurement through Quividi for proof of play.
Campaigns booked against promised billboard locations can end up displayed at lower-visibility sites, shared with competing brands, or removed before the contract period ends, undercutting the reach and exclusivity advertisers paid for. The report argues that independent audience data, third-party campaign verification and standardized reporting are prerequisites rather than optional extras for the market's credibility, concluding that trust, once built through such standards, could become the sector's most valuable asset.