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.
Billboard / Outdoor Advertising Locations
Discover BMOutdoor: Billboard Advertising in US and Canada!
Why choose BM Outdoor for your outdoor advertising?
- Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
- Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
- Affordable for all: We offer options that fit all budgets and types of businesses.
- Sales team at your service: Our passionate sales team is ready to help you achieve your goals.
Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.
Outdoor Advertising Options
Billboards
Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.
Posters
Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.
Transit Advertising
Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.
Specialty Advertising
Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.
Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign
Files
Share This:
Share
Tweet
Email
Share
Snap
Email
Share
Share
Share
Pin
Share
Share
Share