Though automationand AI are still in the early adoption stages within the OOH sector, they have tremendous potential to transform the industry in the coming years. Photo © Irochka/Dreamstime.com
Key trends that will shape the ad landscape in 2025
By Kayla Caticchio
As the advertising landscape continues to evolve, out-of-home (OOH) is undergoing a seismic transformation, propelled by technological advancements and growing pressure to make the industry more automated and sustainable. These circumstances are redefining how advertisers plan, execute, and measure OOH campaigns and unlocking new opportunities for OOH media owners willing to embrace change. Many OOH trends we saw in 2024—from automation and artificial intelligence (AI) to sustainability and growing demand for cross-regional OOH campaigns—will continue in 2025.
Accelerating automation, advancing measurement
While programmatic digital out-of-home (pDOOH) has made OOH transactions more efficient, the process of purchasing guaranteed digital and static inventory still relies on manual workflows. In 2025, we expect to see a shift toward more automated workflows and processes. Advertisers want OOH to be as easy to transact as other ad mediums such as Connected TV (CTV), paid social media, online, and mobile ads. To do this, they need tools that simplify inventory discovery, provide pricing transparency, and streamline scheduling.
For media owners, now is the time to prioritize integrations with more scalable, automated OOH platforms. Solutions enabling media buyers to reserve, schedule, and manage campaigns easily will streamline workflows and attract a broader pool of advertisers. Additionally, offering robust measurement capabilities will be critical. Advertisers want data proving campaign effectiveness, such as metrics for brand lift, web traffic, and app downloads, which brings OOH measurement on par with other ad channels.
Measurement tools are also evolving to incorporate real-time data, enabling media owners to provide actionable insights for their clients. The ability to report on audience engagement, campaign performance, and even regional differences will help media buyers make more informed decisions and optimize future campaigns. In this competitive landscape, media owners who invest in technology partnerships and data-driven tools will stand out as leaders.
The role of AI and machine learning
AI and automation are connected, with AI and machine learning (ML) inspiring new ways to automate for efficiency. Though both are still in early adoption stages within the OOH sector, they have tremendous potential to transform the industry in the coming years. From optimizing inventory management to automating creative adjustments based on audience engagement, AI- and ML-powered tools will open new doors for media owners and advertisers.
To this end, we expect to see a surge in AI-driven solutions tailored specifically for OOH in 2025. For instance, AI could help analyze traffic patterns, weather data, and audience demographics to determine the most effective times and locations for ad placements. ML algorithms could identify trends in campaign performance, enabling advertisers to adjust their strategies on the fly for maximum impact.
Media owners who embrace these innovations will gain a competitive edge. By integrating AI tools into their operations, they can offer advertisers more precise targeting, faster campaign execution, and deeper insights into audience behaviour to stay ahead in an increasingly data-driven marketplace.
Measurement tools are evolving to incorporate real-time data, enabling media owners to provide actionable insights for their clients. Photo © Ilfede/Dreamstime.com
Sustainability takes centre stage
Sustainability has become a necessity for brands and businesses striving to meet consumer expectations and regulatory demands. Consumers, particularly Gen Z and Millennials, are helping to drive this shift.1 Nearly half of Gen Z shoppers favour brands with strong sustainability initiatives, and 55 per cent of adults in the U.S. believe businesses should prioritize climate change as a critical issue. Advertisers are taking notice, and many are evaluating the environmental footprint of their campaigns, including the OOH inventory they book.
Fortunately for OOH, studies have shown that the medium is one of the most sustainable ad platforms available,2 with Outsmart and KPMG highlighting its minimal environmental impact compared to other channels. For media owners, however, the shift presents an opportunity to lead by example, and we expect many will rise to the challenge in 2025 with new strategies to reduce their carbon footprints.
Global campaign execution
Historically, OOH has been rooted in local relevance, leveraging hyper-targeted placements to engage specific communities. While this remains a core strength, advancements in programmatic technology are enabling OOH campaigns previously reserved for a single region to now go global. Cross-regional and international campaigns are on the rise, driven by industries such as travel, automotive, and consumer technology that aim to reach audiences across multiple markets.
To capitalize on the growing demand for multinational campaigns in 2025, media owners must expand their inventory offerings and build partnerships with supply-side platforms (SSPs) that are integrated with global demand-side platforms (DSPs). Dynamic content capabilities are also essential, allowing advertisers to adapt real-time messaging to suit local contexts and conditions.
The future of OOH is more data-driven and sustainable—and now is the time to start planning for it. Photo © Spiroview Inc./Dreamstime.com
Moreover, media owners can play a crucial role in guiding brands through the complexities of international OOH campaigns. This includes offering insights into cultural nuances, local audience behaviours, and the best inventory options in each region. Providing consistent measurement and reporting across markets will also be vital for maintaining advertiser confidence and optimizing campaign performance.
Preparing for the future
2025 is poised to bring OOH media owners and buyers a wealth of new growth opportunities. By investing in automation and AI, more sustainable practices, and ensuring their inventory is accessible globally, they can better meet the evolving demands of advertisers, expand their revenue potential, and contribute to the overall expansion of the OOH business. As all these trends continue to take shape, staying proactive and exploring new technologies and partnerships to help industry professionals remain relevant in a rapidly changing market is essential. The future of OOH is more data-driven and sustainable—and now is the time to start planning for it.
Kayla Caticchio is Broadsign’s content marketing manager. She has been part of the marketing team since 2021 and specializes in creating content on OOH, DOOH, and pDOOH. Learn about Broadsign at www.broadsign.com.
Notes
1 Read this 2024 report, 5 charts for marketers on sustainability, here: https://www.emarketer.com/content/5-charts-marketers-sustainability
2 Read the 2024 Outsmart report here: https://talonooh.com/research-from-outsmart-kpmg-finds-ooh-is-the-most-sustainable-ad-platform/
