Out of home advertising continues to evolve, offering brands fresh ways to connect with audiences beyond traditional digital and print media.
As we move further into 2025, staying ahead means understanding the latest trends shaping this dynamic marketing channel. From tech advancements to new creative strategies, out of home advertising is becoming more interactive, targeted, and effective than ever before.
1. Digital Out of Home Advertising Goes Mainstream
Digital out of home advertising (DOOH) has grown rapidly in recent years and is now a central part of many campaigns. Unlike static billboards, digital displays can change content in real-time, making ads more relevant and timely. In 2025, expect to see even greater adoption of DOOH, with brands using dynamic content that adjusts to weather, time of day, or audience demographics.
This flexibility allows advertisers to maximise engagement and create a more personalised experience for viewers.
2. Integration with Mobile and Online Platforms
One of the biggest trends in out of home advertising is the integration with mobile and online marketing. QR codes, NFC technology, and mobile apps enable viewers to interact directly with physical ads, bridging the gap between offline and online worlds.
For example, a billboard might feature a QR code that leads to a special offer or interactive content on a smartphone. This synergy not only increases engagement but also allows brands to track campaign effectiveness more accurately.
3. Programmatic Buying of Ad Space
Programmatic advertising has transformed the digital marketing space, and it’s now making its mark in out of home advertising. This technology allows advertisers to purchase ad space automatically through real-time bidding, improving efficiency and targeting.
In 2025, programmatic buying will enable brands to reach specific audiences in precise locations at optimal times, making out of home advertising smarter and more cost-effective.
4. Sustainability Takes Centre Stage
With growing awareness about environmental issues, sustainability is becoming a key consideration in advertising. Many brands are now opting for eco-friendly materials and energy-efficient digital screens for their out of home campaigns.
Sustainable out of home advertising not only reduces environmental impact but also appeals to conscious consumers, enhancing brand reputation in the process.
5. Augmented Reality Enhances Engagement
Augmented reality (AR) is increasingly being used to add an interactive layer to out of home advertising. By scanning a code or using a dedicated app, viewers can unlock virtual experiences that bring ads to life.
AR allows brands to create memorable and immersive experiences, turning passive viewers into active participants. This trend is set to grow as AR technology becomes more accessible and user-friendly.
6. Hyperlocal Targeting Improves Relevance
In 2025, hyperlocal targeting will become more common in out of home advertising. Brands will use data analytics to place ads in locations that closely match the demographics and behaviours of their ideal customers.
This approach increases the relevance of ads, improving the likelihood that viewers will respond positively. Hyperlocal campaigns can also be adjusted quickly to respond to local events or changes in consumer behaviour.
7. Creative Use of Unconventional Spaces
Advertisers are moving beyond traditional billboards and transit ads to explore unconventional spaces for out of home advertising. These include elevators, restrooms, park benches, and even building wraps that turn entire structures into canvases.
Using unexpected locations helps brands capture attention and create buzz, especially when combined with eye-catching designs or interactive elements.
8. Data-Driven Campaign Measurement
Measuring the success of out of home advertising has always been challenging, but advances in data collection and analytics are changing that. In 2025, brands will rely more on technologies like GPS tracking, mobile data, and facial recognition (where permitted) to understand how many people see their ads and how they respond.
This data-driven approach allows advertisers to optimise campaigns in real-time, improving ROI and justifying out of home advertising budgets.
9. Video Content Dominates
Video content is becoming increasingly popular in out of home advertising, particularly on digital screens. Videos can tell stories more effectively, capture emotions, and hold viewers’ attention longer than static images.
In 2025, expect video ads to dominate digital out of home spaces, with brands investing in high-quality, engaging videos tailored to the viewing environment and audience.
10. Collaboration with Influencers and Social Media
Out of home advertising is no longer isolated from other marketing channels. Many campaigns now incorporate influencer partnerships and social media integration to amplify their reach.
For example, a billboard might feature a well-known influencer, encouraging viewers to share their experience online using a specific hashtag. This combination of physical and digital marketing drives higher engagement and creates a multi-channel customer journey.
Staying aware of these trends and incorporating them into your marketing strategy will ensure your out of home advertising efforts remain effective and competitive. Whether you are launching a new product, building brand awareness, or driving sales, adapting to these changes will help your campaigns succeed in the fast-paced advertising landscape.
