Guide
Billboard and hoarding management software in India: an honest comparison (2026)
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We make OMMS, so we are not neutral. We have tried to make this comparison fair. Everything about other products comes from public sources linked below, as of October 2026. Where we could not find a fact, the table says “Not stated”. That means it is not in the public sources we found. It does not mean the product lacks the feature. Vendors change their products, so check with each one.
The short version
Indian outdoor media software falls into three groups:
- Back-office ERPs for media owners. Inventory, bookings, billing, vendors, landlords and accounts. Edge1, Mediaware, MMX, Efox OOH and OMMS sit here.
- Planning, buying and DOOH platforms. Audience measurement, self-serve buying and programmatic sales of digital screens. Moving Walls sits here, and it now owns Adarth, which began as media-owner SaaS.
- Excel with Tally. Still the most common setup. A spreadsheet holds the sites and Tally holds the accounts.
No product does everything. Pick the group that matches your main problem first, then compare products within it.
Comparison table
| Product | Built for | GST invoicing | Field app with proof photos | Landlord rent | Client portal | DOOH | Pricing model |
|---|---|---|---|---|---|---|---|
| Edge1 (US Technosoft) | OOH media owners and agencies; ERP covering inventory, sales, operations and accounts | Billing and invoices reported; GST not stated | Not stated (a BI mobile app is listed) | Yes — landlord management, lease and licence fee | Not stated (site maps can be shared with clients) | Static and digital OOH sites, per customer announcements | Not stated |
| Adarth (Moving Walls Group since January 2026) | OOH media owners; cloud SaaS | Invoices, release orders and POs reported; GST not stated | Not stated (campaign monitoring reported) | Not stated | Not stated | Through Moving Walls (see below) | Not stated |
| Moving Walls | Advertisers, agencies and DOOH media owners; planning, measurement and programmatic | Not stated | Not stated | Not stated | Not stated | Yes — programmatic DOOH and self-serve buying | Not stated |
| MMX (My Media Xchange) | Media owners; cloud ERP offered to IOAA members in 2019 | Not stated | Not stated | Not stated | Not stated | Not stated | Not stated |
| Mediaware (Mediaware Infotech) | Outdoor media owners; ERP from site acquisition to client billing | Invoicing with debit and credit notes (2007 report); GST not stated | Not stated | Site acquisition, municipal tenders and site costs reported | Not stated | Not stated | Not stated |
| Efox OOH (Efox Technologies) | Media owners and agencies | Billing, quotations and invoices; GST not stated | A mobile app for booking and previews; proof photos not stated | Site and vendor leasing listed | A client sharing link for site previews | Digital screens listed as an asset type | Not stated; free setup offered |
| Excel + Tally | Any business | Yes, in Tally (GST, e-invoicing, e-way bills) | No | Manual | No | No | Tally: one-time licence or rental |
| OMMS (buildnboost) | Indian hoarding owners and outdoor agencies | Yes — IGST or CGST/SGST by place of supply, GSTR-1 report | Yes — Android, GPS-stamped, at least two photos per task | Yes — landlords, rent outstanding, rent payments, period alerts | Yes — campaigns, invoices, payments and dues | LED screens as sites only; no content scheduling or programmatic | Quoted after a demo |
Sources by row:
- Edge1: launch and customer coverage in Media4Growth on Pioneer Publicity, Media 360 Degree and the product launch, plus the Pratibha Advertising rollout and the CB Insights profile. Most of this coverage dates from 2013 to 2016.
- Adarth: the Moving Walls announcement of 19 January 2026 and the CB Insights profile.
- Moving Walls: Magnite integration and the XEN Media launch.
- MMX: IOAA ties up with MMX (December 2019). We found no later details.
- Mediaware: exchange4media, 2007. We found no current product details.
- Efox OOH: the vendor’s own pages, including its Kochi page and its blog.
- Tally: Tally’s own cost guide.
- OMMS: our features and pricing pages.
The products in a few lines
Edge1. An outdoor media ERP from US Technosoft, Delhi. Launch coverage lists media buying, planning, landlord management, licence fees, sales, purchase orders, accounts, reports and alerts. Customer stories describe availability and proposals, work orders, billing and lease management, and campaign bookings. Several Indian media owners have announced rollouts. Most public coverage is from 2013 to 2016, so ask for a current demo.
Adarth and Moving Walls. Adarth was founded in 2021 and sold cloud software to OOH media owners. Moving Walls, a Singapore-based OOH and retail media software group, acquired it in January 2026. Moving Walls’ strengths are planning, audience measurement and programmatic DOOH. Its Location Media Xchange connects to Magnite, so buyers can purchase digital screens programmatically. If you run a large digital network and want programmatic demand, this group is the one to evaluate.
MMX. In December 2019 the Indian Outdoor Advertising Association announced a tie-up with Mumbai-based My Media Xchange to offer cloud ERP to member media owners. We found no public detail on features or pricing since. IOAA members should ask the association what is on offer.
Mediaware. Mediaware Infotech, Mumbai, announced an outdoor ERP in 2007. It covered site acquisition, municipal tenders, erection and maintenance costs, plans and estimates, and invoicing. We could not find current product information.
Efox OOH. Cloud software from Efox Technologies, marketed to media owners in many Indian cities. Its pages list inventory, availability, bookings, proposals in PowerPoint and Excel, billing and payment tracking, site and vendor leasing, client sharing links and a mobile app for bookings and previews. They do not describe GST detail or proof-of-posting photos, so ask the vendor about both.
Excel with Tally. Tally handles GST invoicing, e-invoicing and the books well. It is sold as a one-time licence or on rental: Silver at ₹22,500 and Gold at ₹67,500 plus GST, or from ₹750 a month on rental, per Tally. What it does not know is the site. Availability, bookings, vendor work, landlord rent and proof photos stay in spreadsheets and WhatsApp. The two sides meet only when someone types invoices across. See Excel vs software.
How to choose
Start with the problem, not the feature list:
| If your main problem is… | Look first at… |
|---|---|
| Double bookings and slow proposals | Any back-office ERP; check the availability calendar and the proposal export |
| Unbilled campaigns and slow collections | A product with POs, invoices, payments and TDS on the same record as the booking |
| Proof of posting and crew follow-up | A field app with photos taken inside the task, with location |
| Landlord rent and agreement renewals | Landlord records per site, with rent due and alerts |
| Selling digital screens programmatically | A DOOH and programmatic platform |
| Only accounts and GST returns | Tally may be enough; add a site list |
Questions to ask every vendor
- Show me one booking end to end — from a free site, to the invoice, to the proof photo, to the payment received.
- How do you handle GST? Ask about IGST or CGST/SGST by place of supply, SAC on each line, GSTR-1 output and e-invoicing (IRN) if your turnover requires it.
- How is TDS recorded on client payments, vendor bills and landlord rent?
- What does the field app run on? Android, iPhone or both? Can a photo be uploaded from the gallery, or only taken live with location?
- Can clients log in? What exactly do they see?
- Several companies? Can sites be shared between group companies while each keeps its own books?
- Getting data out. Excel export from every list? Do you get a full export if you leave?
- Price. Per user, per site, per company or flat? What does setup and data migration cost? Are updates included?
- References. Can we talk to two current customers of our size?
Where OMMS fits, and where it may not
Good fit: Indian hoarding owners and outdoor agencies who want booking, billing, vendor purchase, landlord rent, field proof and accounts in one system. That suits teams currently stitching together Excel, Tally and WhatsApp.
May not fit:
- DOOH content and programmatic. OMMS lists LED screens as sites and books them like any other site. It does not schedule creatives on screens, log proof of play or connect to programmatic exchanges.
- Audience measurement and planning data. OMMS does not provide impressions or audience data.
- iPhone crews. The field app runs on Android only. Office staff use the web panel in any browser.
- A published price list. OMMS is quoted after a call and a demo. Some buyers prefer a public price list.
Whatever you shortlist, ask for a demo on data that looks like yours. Then judge by how many steps it takes to bill a real campaign.