2025: DOOH Set for a Data-Driven, Dynamic Year

The Digital Out-of-Home (DOOH) advertising landscape is poised for a revolution in 2025, as artificial intelligence (AI) becomes an integral part of the industry. This shift is set to usher in smarter, more dynamic ad campaigns that leverage data to deliver tailored content based on location, time, and behavioral insights. Industry leaders predict that AI will not only enhance creativity but also provide greater measurability, boosting advertisers' confidence in Out-of-Home (OOH) as a powerful medium.

The Rise of AI in OOH Advertising

The growing importance of AI in DOOH advertising was highlighted by GroupM’s prediction that DOOH will account for 42% of total OOH revenue globally by 2025. This reflects the increasing impact of technology in driving the future of advertising. In addition to AI, 2024 saw a rise in faux OOH ads, many of which went viral on social media. Created using computer-generated imagery (CGI), these ads showcased the creative potential of the medium. Notable examples included a peacock landing in Mumbai’s Bandra to promote JioCinema, a cup of Koffee With Karan offloaded by a hot air balloon near the Gateway of India, and SkyBags unveiling the ICC Men’s World Cup Trophy from an oversized suitcase.

With AI advancements, real-world OOH ads are set to become more creative and innovative, offering eye-catching experiences like never before. Experts believe generative AI will be crucial in helping marketers produce spontaneous, imaginative content for OOH campaigns in 2025.

Personalized, Context-Aware Ads

Jayesh Yagnik, CEO of MOMS Outdoor Media Solutions, explains, “AI technologies will provide extremely relevant and captivating content by using contextual data to create personalized messages, graphics, and even films in real-time.” This shift is making OOH advertising more targeted and dynamic. G. Vinoth Kumar, Sales & Operations Head of Adinn Advertising Services Ltd., notes that AI will make outdoor ads smarter, more targeted, and more interactive, offering better control and insights into campaigns.

In 2025, AI will power the entire lifecycle of OOH campaigns, from creative design to real-time, personalized targeting. Advanced predictive analytics will help brands fine-tune their messaging for maximum impact, ensuring that content reaches the right audience at the right time. Yagnik adds, “Ads on digital billboards can now be tailored based on current events, audience mood, and even weather. With AI, advertisers can track customer behavior, impressions, and emotional reactions, making attribution models more precise and improving ROI.”

Seamless Integration and Omnichannel Experiences

AI is also making strides in integrating OOH with other marketing channels. As Kumar explains, “AI is increasingly being used to connect OOH advertising with platforms like social media, mobile apps, and digital channels, creating a seamless omnichannel experience.” This integration allows advertisers to track performance across different touchpoints, ensuring a more cohesive strategy.

For example, a billboard ad might feature a QR code that leads to an app download, driving online traffic or purchases. By tracking how many people scanned the QR code, downloaded the app, and made purchases, brands can gather valuable insights to optimize future campaigns. Yagnik highlights that AI will enable smooth cross-channel campaigns, allowing advertisers to create consistent, dynamic experiences across social media, mobile apps, and digital screens.

Immersive Audio Experiences in Retail

AI is also transforming the way brands engage with consumers through immersive OOH experiences, particularly in retail. By combining AI with audio technology, brands can create personalized, context-aware soundscapes. AI can tailor audio content based on factors such as store traffic, time of day, and customer behavior, ensuring that the messaging is relevant and impactful.

Harvinderjit Singh Bhatia, Co-founder and CEO of Radiowalla, explains that AI is already enhancing audio OOH advertising by analyzing audience demographics, behavioral data, and location patterns to tailor messages for specific listener groups. AI-powered programmatic platforms are making it easier for advertisers to purchase and deploy audio ads across DOOH networks, streamlining the process.

Looking ahead to 2025, Bhatia predicts that AI tools will continue to evolve, prioritizing personalization, interactivity, and cross-channel engagement. "The trends of hyper-personalization, conversational ads, generative content, and sustainability will define the next generation of advertising strategies," he concludes, offering unparalleled opportunities for brands to connect with their audiences.

Conclusion

With AI set to revolutionize the DOOH landscape, 2025 promises to be a dynamic year for outdoor advertising. The integration of AI will not only make ads smarter, more creative, and personalized but will also offer a new level of measurability, enabling brands to connect with their audiences like never before. As AI continues to advance, the possibilities for innovative and impactful OOH campaigns are limitless.