Programmatic OOH: Four Trends to Watch Out for in 2025

As we look ahead to 2025, Programmatic Out-of-Home (PrOOH) continues to evolve from a tactical add-on to a strategic cornerstone for advertisers. Building on earlier discussions around "What is Programmatic OOH?" and "Why Programmatic OOH this Christmas?", let's explore the key trends shaping this space in Ireland. Here are the four trends to watch for in the coming year:

1. Big Screens as a Growth Driver

Programmatic OOH is experiencing rapid growth, with large digital screens emerging as a key growth driver in 2025. In Ireland, there are now nine large-scale digital screens available to buy programmatically, and more are expected in the near future. The demand for these screens has resulted in impressive year-over-year growth in spend.

Our OPTIMISE_ programmatic solution provides sophisticated targeting and precision at scale, offering real-time access to premium inventory for highly effective and measurable campaigns. By leveraging advanced technology and automation, we can deliver scalable, flexible, and impactful OOH campaigns. It's never been a better time to Think Outside.

2. Brands Will Lean Further Into First-Party Data

In 2025, brands are expected to rely even more on first-party data to enhance their programmatic OOH strategies. The availability of rich audience data has empowered brands to go beyond basic demographic targeting, offering deeper insights into customer behavior. In Ireland, advertisers are increasingly leveraging their own data—from app downloads to footfall metrics—to create more engaging and relevant messaging.

By integrating their digital strategies into PrOOH, brands can deliver contextually tailored campaigns, expanding their reach and building stronger consumer trust. OOH has long been seen as one of the most credible advertising channels, partly because its messages are visible in public spaces, making it a trustworthy medium in an era of heightened scrutiny.

3. Programmatic as a Core Component of Media Strategies

In 2025, Irish advertisers will increasingly integrate PrOOH into their broader media strategies. Research highlights the effectiveness of combining Out-of-Home (OOH) and Digital Out-of-Home (DOOH) with other media channels, such as online video, display, mobile, and audio. Studies like Kantar’s Media Reactions show that OOH and DOOH rank highly among global consumers, demonstrating their importance as part of an integrated media mix.

PrOOH works alongside other programmatic channels, bridging the gap between online and offline strategies. This integration enables brands to create fully cohesive campaigns that connect with consumers in both physical and digital environments, driving engagement across multiple touchpoints.

4. Creating Micro Moments to Deliver Bottom-Funnel Metrics

PrOOH enables brands to create impactful micro-moments by leveraging dynamic triggers like time of day, weather, or location. With real-time bidding and contextual targeting, advertisers can deliver highly relevant messaging that resonates with audiences in the moment, moving them further down the purchasing funnel.

By tailoring creative messaging to real-world contexts, PrOOH has become a powerful tool for driving key bottom-funnel metrics such as conversions and sales. These micro-moments enable brands to maximize the effectiveness of their OOH campaigns, delivering measurable results that align with their marketing objectives.

Looking Ahead: The Future of Programmatic OOH

As PrOOH continues to grow and evolve in 2025, its flexibility, real-time capabilities, and ability to leverage audience data will make it a critical component of integrated media strategies. By combining PrOOH with other programmatic and digital channels, brands can target audiences with unprecedented precision, ensuring that their messaging reaches consumers across the entire brand funnel—from awareness to conversion.

Programmatic OOH is set to transform advertising strategies, making it an essential tool for brands aiming to stay ahead of the curve in 2025 and beyond.

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