What 2024 OOH Advertising Trends Reveal About the Future

As 2024 unfolds, the world of Out-of-Home (OOH) advertising is undergoing rapid transformations. From the rise of retail media to advancements in automation and artificial intelligence (AI), these shifts are redefining how OOH is bought, sold, and measured. Reflecting on these trends can provide valuable insights as we prepare for 2025.

The Evolution of OOH in 2024

This year brought unexpected changes across the advertising industry. One notable example is Google’s decision to extend the life of third-party cookies, sparking fresh discussions on privacy and reshaping media buyers' channel strategies. In this landscape, OOH continues to stand out as a medium with strong curb appeal.

Advancements in retail media, automation, and AI are driving OOH's evolution. Let’s dive into the key trends shaping the industry:

1. Retail Media: Untapped Potential in Programmatic and In-Store Opportunities

Retail media is booming. With over 200 retail media networks by late 2024, this sector now accounts for 20% of digital ad spend, according to eMarketer. However, challenges remain.

Many retailers have yet to integrate in-store media into their broader networks, missing opportunities to target audiences at the point of purchase. Additionally, retail media networks (RMNs) often operate as walled gardens, limiting access to programmatic marketplaces. This complicates omnichannel strategies for media buyers.

The tide is shifting, with offsite programmatic retail media spending projected to double by the end of the year. This evolution could unlock revenue streams for retailers while providing brands and agencies greater flexibility to reach audiences at key touchpoints.

2. Automation and AI: Transforming OOH Transactions

While programmatic DOOH (pDOOH) has streamlined transactions, purchasing static or guaranteed digital inventory remains labor-intensive. In 2024, the demand for automation surged, driven by a need for efficiency and better campaign measurement.

Emerging tools promise to revolutionize OOH planning by providing insights into available inventory, costs, and scheduling options in real time. AI and machine learning (ML) are also set to play a pivotal role, streamlining backend processes and alleviating common pain points for media buyers.

Expect 2025 to bring new AI-powered tools, offering greater automation and insights into campaign performance.

3. Maturing pDOOH Tools and Enhanced Measurement Capabilities

pDOOH tools are becoming more sophisticated, offering advanced targeting, curated deal packages, and measurable results. With modern Demand-Side Platforms (DSPs), advertisers can leverage real-time data—like weather or live sports updates—to create highly targeted campaigns.

Curated inventory packages simplify transactions and enhance performance, ensuring campaigns align with audience preferences. These innovations are making OOH campaigns faster to execute and more measurable than ever before.

In 2025, expect even more data-driven targeting options, improved measurement capabilities, and global adoption of these tools.

4. The Rise of Multinational pDOOH Campaigns

Traditionally, OOH has excelled in local markets. However, as pDOOH technology matures, multinational campaigns are gaining traction. Industries like travel, tourism, and automotive are increasingly leveraging international inventory to execute cohesive, dynamic campaigns across regions.

This trend grew in 2024, particularly in Europe, the Middle East, and Asia. Advertisers have found that multinational campaigns offer consistent creative delivery, real-time adaptability, and actionable insights.

As this trend picks up in North America, working with an experienced DOOH SSP partner can help brands optimize campaigns across diverse markets.

Looking Ahead to 2025

The trends shaping OOH in 2024 are paving the way for a vibrant future. From advancements in automation to the rise of multinational campaigns, the opportunities for media buyers and owners are expanding. Staying informed and collaborating with knowledgeable partners will be key to leveraging these developments for success.

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