Programmatic in the Real World: Trends Helping Advertisers Differentiate in 2025

Leslie Lee, SVP of Marketing at Vistar Media, shares insights from global leaders on the trends set to shape the out-of-home (OOH) industry in 2025.

A New Era for Out-of-Home Advertising

Whether you are an advertiser seeking new ways to break through or an agency rethinking how to deliver value to clients, now is the time to pay attention to the transformation underway in out-of-home (OOH).

In media, we frequently encounter "shiny new objects" – innovative formats, breakthrough tech tools, and new channels where consumers spend their time. Many of these never transition from "test budgets" into core media strategies. However, programmatic out-of-home has made that leap from a tactical add-on to a strategic pillar in media planning.

Global Adoption of Programmatic OOH

This transformation is happening globally. In the Asia-Pacific (APAC) region, programmatic OOH is transitioning from a tactical solution to a central component of brands' overarching OOH strategies. “In APAC, we’re seeing programmatic transition from being a tactical solution to becoming central to brands’ overarching OOH strategies,” says Ben Baker, Vistar’s Managing Director for APAC. “Empowering traditional sellers to adopt programmatic tools is crucial to accelerating this growth.”

Europe: Data-Driven Success

In Europe, certain markets have heavily adopted the data-driven approach, with programmatic accounting for 50% of digital OOH revenue. “Success in these areas depends on offering diverse transaction options, like guarantees and pricing flexibility, that cater to local trading norms,” says Diederick Ubels, Vistar’s Managing Director for EMEA. “In other markets, adoption is slower, and education and training are critical to unlocking the channel’s full potential.”

North America: Measurable Value at Scale

In Canada, as in the United States, the growth of available targeting and measurement solutions has stabilized investment in programmatic OOH. “It’s moving beyond experimental stages to deliver measurable value at scale,” says Scott Mitchell, Vistar’s Managing Director for Canada.

Conclusion

As programmatic out-of-home continues to evolve, its role in media planning is becoming increasingly strategic. The global insights shared by Vistar Media's leaders highlight the varying levels of adoption and the tailored approaches needed to maximize the potential of programmatic OOH in different regions. Advertisers and agencies alike should take note of these trends to stay ahead in the rapidly changing landscape of out-of-home advertising.

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