2025 Predictions: OOH, DOOH, and Beyond

As the advertising landscape evolves, 2025 is set to be a transformative year for out-of-home (OOH), digital out-of-home (DOOH), and programmatic digital out-of-home (PDOOH). These channels, long celebrated for captivating audiences in public spaces, are now leveraging cutting-edge technology, data-driven strategies, and creative innovation to deliver impactful results.

The Evolution of OOH and DOOH

Advancements in programmatic buying, real-time data integration, and AI-driven personalization are reshaping how advertisers plan and execute campaigns. The integration of mobile and connected devices into OOH campaigns enhances interactivity and measurement capabilities, bridging the gap between the physical and digital worlds.

2025 has already seen significant moves in the OOH and DOOH sectors, such as T-Mobile's acquisition of Vistar Media and Bauer Media's purchase of Clear Channel Europe. These developments are setting the stage for a dynamic year ahead.

Industry Insights on the Future of OOH and DOOH

Ann Tarasewicz, CEO, Axis

AI-driven personalization, programmatic efficiency, and real-time interactivity are key areas reshaping the OOH/DOOH landscape. AI will enable advertisers to craft hyper-targeted, contextually relevant content for on-the-go audiences. Coupled with programmatic capabilities, this will streamline ad buying, making campaigns faster and more impactful across multiple screens.

Real-time data integration—such as weather, traffic, and events—will enhance the dynamic nature of DOOH, creating immersive experiences. Innovations in augmented reality (AR) and interactive displays will blur the lines between physical and digital spaces, driving deeper engagement.

Sustainability and ethical ad practices are gaining momentum, with greener technologies like solar-powered billboards and energy-efficient displays becoming industry standards. The future of DOOH is about being smarter, more inclusive, and connected to people’s lives.

Jean-Christophe Conti, CEO, VIOOH

DOOH advertising is poised to become the new broadcast powerhouse as traditional TV's influence wanes. While streaming platforms struggle to match TV's historic reach, DOOH combines the broad impact of traditional broadcasting with precise targeting capabilities, offering mass reach with pinpoint accuracy.

DOOH's unique strengths include being unaffected by cookie deprecation, leveraging location data effectively, and delivering better carbon efficiency than traditional digital displays. Despite these advantages, there's a disconnect between consumer expectations for sustainability and marketers' priorities. Addressing this gap presents a significant opportunity for forward-thinking marketers in 2025.

Andrew Rose, VP EMEA, StackAdapt

AI and programmatic adoption are set to propel DOOH innovation in 2025. The IAB predicts programmatic DOOH will dominate the UK market, potentially capturing 75% of total OOH ad spend by 2027. This shift towards programmatic and AI-powered strategies unlocks greater potential for targeted, interactive, and integrated campaigns.

Imagine AI-driven, interactive displays presenting personalized offers, such as weather-specific holiday deals tailored to the day's forecast. These screens could sync with mobile ads to deliver a cohesive, multichannel brand experience, demonstrating DOOH’s rising adoption combines high visibility, dynamic creative, and precise targeting.

Shanil Chande, Commercial & Partnerships Director, UK & International, Hawk (an Azerion Company)

PROOH continues to see rapid growth in the UK and beyond, with key catalysts for future growth including:

• Data: Increased addressable data segments from decoupled/new data providers.
• Measurement: Enhanced capabilities to quantify channel success.
• Education: Greater understanding of PROOH's benefits.
• Inventory: More programmatically enabled screens and new formats.
• Creativity: AI-generated builds and dynamic creative advancements.
• Omnichannel: Planning and buying PROOH as part of a connected plan.

Pablo Alvarez Goya, VP Europe, mediasmart

In 2025, DOOH advertising in Europe is projected to reach €3.93bn (£3.3bn), growing at 8.52% annually. Brands are embracing DOOH to blend digital and physical interactions, leveraging programmatic solutions like footfall tracking and real-time ad customization for targeted, impactful campaigns.

Traditional out-of-home budgets are shifting to programmatic, transforming DOOH into a data-driven channel with highly localized, context-rich experiences. Powered by AI and machine learning, DOOH enhances cross-channel integration, aligning messaging across digital screens, mobile apps, websites, and social media, fostering personalized consumer journeys and stronger connections.

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