5 Reasons Why OOH Advertising is Ready for a Huge 2025

In 2024, a staggering £40bn was spent globally on Out-Of-Home (OOH) advertising. With OOH spend rising year-on-year, technological advancements are unlocking exciting opportunities for brands. As we look ahead to 2025, here are five key reasons why this year is set to be monumental for advertisers, brands, and the OOH sector.

1. OOH Cuts Through the Noise

According to a TouchPoint report by IPA, no single media channel reaches over 90% of adults every week—except for OOH. Open Media's Open Connect, for instance, reaches over 30 million people each month, proving that OOH is a powerful tool for maximizing impact. In 2025, OOH will continue to influence staggering numbers of consumers. Thanks to advancements like AI-powered location intelligence and increased personalization, OOH is more effective than ever in targeting hyper-specific audiences. Recent collaborations with major brands like SkyBet, seen in iconic locations like Wembley Boxpark, showcase the creative potential of OOH. This ability to capture attention in unique and engaging ways will only grow in the coming year.

2. OOH as an Online Influencer

While OOH has traditionally been effective at driving footfall and in-store sales, the rise of mobile phones has dramatically altered consumer shopping habits. With £179bn spent annually while shoppers are on the move, OOH has proven to be an influential force in both offline and online purchases. The Mobile Pound report reveals that OOH delivers an online sales multiplier of 1.7, meaning for every £3 spent in-store due to OOH exposure, £2 is spent online. Additionally, OOH influences a further £4.20 for every £5 spent in-store or online. As e-commerce continues to grow, OOH's ability to drive sales across multiple platforms will only become more significant.

3. The 3D Future of OOH

3D advertising is no longer just a concept—it's here. In 2024, Open Media worked on groundbreaking campaigns, like the Lexus LBX vehicle launch, which featured a Lexus seemingly driving out of the screen. This year followed several other creative uses of OOH, including Subway's world-first interactive billboard, allowing customers to create their sandwiches in real time. Major brands like KFC, Maybelline, and Magnum have embraced 3D and OOH, achieving remarkable success. In 2025, OOH will continue to push the envelope with technologies like augmented reality, real-time personalization, and responsive content. These innovations will offer consumers tailored experiences, from virtual fittings to live updates, making OOH more interactive and dynamic than ever.

4. Gen Z: The New OOH Audience

RetailNext research shows that, post-pandemic, young people—particularly Gen Z—are flocking back to high streets for in-person shopping. As digital natives, Gen Z is seeking more authentic shopping experiences, making them a prime audience for OOH campaigns. 46% of millennials make weekly shopping trips, and this group is the most frequent in-store shopper for fashion. Through OOH, brands can connect with Gen Z using 3D and interactive campaigns that capture fresh attention at its peak. As young shoppers demand more engaging and immersive experiences, OOH advertising offers an authentic, direct way to connect with this influential generation.

5. Sustainability Success in OOH

OOH advertising is proving to be the most sustainable form of advertising per impression. It accounts for just 3.3% of advertising power consumption and less than 3.5% of the advertising industry's carbon footprint. According to Outsmart, the trade body for the OOH industry, the sector is committed to sustainability by maximizing recycling rates, using energy-efficient lighting, optimizing screen time, and selecting suppliers based on their environmental credentials. OOH's sustainability efforts also include turning off screens overnight to save energy. In 2024, Open Media took significant steps, implementing mandatory Carbon Literacy training for all employees, avoiding over 354 tonnes of carbon emissions, and supporting 24 environmental projects globally. These initiatives make OOH advertising an environmentally responsible choice for brands in 2025 and beyond.

As the OOH industry continues to innovate, 2025 promises to be a groundbreaking year for advertisers and brands. With cutting-edge technology, a growing focus on sustainability, and an ever-expanding ability to engage consumers in meaningful ways, OOH is poised to remain a dominant force in the advertising landscape.

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