The outdoor advertising sector has usually been used to getting the short end of the stick as far as getting advertising budgets is concerned. Over the years, the OOH advertising spends have seen growths of as low as 2 per cent. 2013 was a somewhat better year for the sector. The outdoor industry formed 6.2% of the total advertising spends in 2013, according to the Pitch-Madison Media Advertising Outlook (PMMAO). This Year Next Year, a study by Group M, too says that 2013 saw the OOH industry grow by about 6%. Expectations, both from analysts as well as OOH players themselves, was much more positive for 2014 considering it was an election year. In fact, PMMAO predicted a growth rate of 8.2 per cent, while Group M’s studies pegged the growth rate at 8.8-9 per cent for 2014.