Media’s Unicorn: The Year That Was for Out-of-Home

As 2024 comes to a close, it’s clear that the out-of-home (OOH) industry has emerged as a true leader in media innovation. Sara Lappage, Chief Operating Officer at QMS, reflects on the highlights of an eventful year for OOH, showcasing its resilience and growth despite a challenging economic landscape.

Resilience Amid Economic Challenges

Despite facing tough economic conditions, weakened consumer spending, and a flexible advertising market, the OOH industry didn’t just survive—it thrived. The year was marked by OOH offering something few other media channels could: a seamless blend of digital innovation, broad audience reach, and measurable campaign outcomes that proved its effectiveness and ROI to advertisers.

Fusion of Technology and Creativity

In 2024, OOH experienced a wave of technological advancements and creative breakthroughs. From dynamic 3DOOH and full-motion activations to campaigns using real-time data for dynamic storytelling, the industry showcased its adaptability. Notable examples include the QMS digital screen network for the Paris 2024 Olympics and Paralympics. Brands that utilized these cutting-edge dimensions of digital out-of-home (DOOH) advertising saw major successes, capitalizing on the attention of viewers in a highly engaging way.

Entering the Attention Economy

A significant milestone for OOH in 2024 was its official entry into the attention economy. As attention became a key metric for planning and buying, the industry moved beyond traditional metrics focused solely on eyeballs. In partnership with Amplified Intelligence, OOH now has access to global-first research that provides attention data, offering advertisers a more complete view of their campaigns' impact.

This research, proven to correlate strongly with mental availability, advertising effectiveness, and brand growth, revealed that OOH can capture an average of 12 seconds of human attention. This shift repositions OOH as more than a fast-glance medium, proving its expanded role in modern communication strategies.

The Intersection of Innovation and Responsibility

With innovation comes the responsibility of maintaining ethical practices, and OOH is rising to the challenge. As media and brand protection become more important, OOH campaigns are often displayed in well-regulated public spaces, ensuring that messages are conveyed in safe, trusted environments.

By integrating OOH into broader media strategies, brands can uphold ethical, responsible media practices while delivering impactful campaigns that foster trust and build long-term relationships with their audiences.

Sustainability: A Core Priority

Sustainability continues to be a core focus for OOH, with the industry becoming increasingly attuned to the need for environmental responsibility. As brands face mounting pressure to prioritize sustainability, OOH has shown a united front. At the recent “Advancing Sustainability in OOH” event, industry leaders shared their collective plans to address the climate crisis, and the OMA (Outdoor Media Association) became a foundation partner of AdNetZero ANZ to help businesses transition to more sustainable futures.

Looking Ahead: MOVE 2.0 and Data-Driven Innovation

2025 holds exciting promises for the OOH industry, especially with the upcoming launch of MOVE 2.0. This new era of measurement precision and accountability will deliver granular audience insights, giving brands the confidence to invest more in OOH. MOVE 2.0 ensures that campaigns can deliver transparent, effective, and measurable results, propelling the industry toward greater success.

The key trends shaping OOH in 2025 include enhanced measurement, sustainability, and creative innovation. With data-driven decision-making becoming more prevalent, OOH companies will leverage MOVE 2.0 to offer actionable insights, driving campaign effectiveness.

A Future of Flexibility and Collaboration

As the demand for flexible, high-impact campaigns continues to rise, the increasing number of digital assets in OOH will provide the tools for dynamic, scalable creative execution. Collaboration will play an essential role, as clients increasingly look to media owners not only for media space but for strategic guidance. OOH companies must position themselves as partners in this journey, not just providers, a mindset QMS has long embraced.

The investment in strategic thinkers and ex-agency or client-side talent will be crucial in helping clients navigate the complexities of the media landscape, including OOH, with confidence and success.

Closing Thoughts on 2024

As we reflect on the year that was, it’s clear that OOH is enjoying its moment in the spotlight. With advancements in digital, 3D, data, and insights, the foundation has been laid for even greater success in 2025. The coming year promises fresh opportunities, challenges, and milestones—and with the same ingenuity and drive that marked 2024, the OOH industry is poised to continue leading the charge in media innovation.