New Delhi, June 22 -- As malls turn into entertainment hubs and office complexes include shops and cafes, real estate developers are finding new value in outdoor advertising.

What was once just an extra branding element is now becoming an important part of the commercial real estate business strategy, say several industry executives.

By definition, outdoor advertising or out-of-home (OOH) advertising is a form of marketing that reaches consumers when they are outside their homes.

The real estate executives say that outdoor advertising has moved from the basic static hoardings to a high-revenue-generating, value-added business segment for commercial properties.

Umang Jindal, Chief Executive Officer (CEO) at Homeland Group, says that ad...