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2025 OOH Advertising: The Key Trends Shaping the Future


As we look ahead to the coming year, here are five key trends that advertisers should keep an eye on: 

1. The OOH and AI Connection: A Game Changer 

AI is fundamentally transforming the OOH landscape, enabling brands to create more personalised, engaging, and efficient campaigns. Generative AI, for instance, is automating campaign planning by analysing consumer data and selecting the most effective formats and placements. This allows for more precise audience targeting, better optimisation, and improved campaign performance. 

In the world of programmatic Digital OOH (prDOOH), AI is making hyper-localisation a reality. By adjusting messaging in real-time based on factors like location, weather, or even cultural events, AI is making OOH ads more relevant and timelier. 

2. OOH’s Expanding Role Across the Marketing Funnel 

OOH has long been associated with brand awareness, but its role has evolved. Today, OOH is actively engaging consumers at every stage of the marketing funnel—from raising awareness to driving conversions and fostering brand advocacy. 

Recent research by the OAAA reveals that 65% of consumers took action after viewing a digital billboard, whether that’s visiting a store or researching a brand online. Furthermore, 52% of consumers took action on their mobile devices after seeing an OOH ad. 

With advertisers demanding more measurable outcomes, OOH’s ability to track the direct impact of campaigns makes it a critical player in the performance-driven advertising landscape. 

3. The Demand for Authentic Brand Experiences 

In 2025, consumers are seeking more than just flashy digital ads—they want authentic, memorable brand experiences. OOH is perfectly positioned to meet this demand, offering a unique blend of real-world engagement and brand storytelling. 

According to OAAA, OOH generates the highest ad recall across all media types, with billboards boasting a 61% favourability rate among consumers—higher than any other medium. Additionally, Kantar’s 2024 Media Reactions study found that OOH provides a rare opportunity for brands to connect on a deeper level, building trust and loyalty. 

4. Faux OOH (FOOH): Blending the Real and Virtual 

Faux OOH (FOOH) is taking the OOH experience to a whole new level, blending the physical world with virtual elements through the power of computer-generated imagery (CGI). This technology is transforming static billboards and digital screens into dynamic, immersive brand experiences. 

While FOOH has immense potential for viral success, it raises questions about authenticity and legality. Critics have raised concerns over what qualifies as “real” OOH and whether consumers can distinguish between genuine and simulated outdoor ads. Despite its ability to generate buzz online, FOOH lacks the tangible, in-the-moment experience of traditional OOH, which continues to be trusted by consumers. 

5. Sustainability in OOH Advertising 

As consumers become more environmentally conscious, sustainability has become a significant focus for OOH advertisers. From using eco-friendly materials and LED lighting to harnessing solar power, brands are aligning their outdoor campaigns with sustainability goals. 

Sustainability is no longer just a trend; it’s become a key driver of brand loyalty. However, advertisers need to be careful not to fall into the trap of greenwashing, as consumers are quick to detect inauthentic efforts. 

OOH media owners are also taking steps toward sustainability by adopting responsible energy consumption practices, using refurbished materials, and optimizing supply chains. This collective effort is helping to transform the OOH industry into a more environmentally conscious sector. 

Looking Ahead: What’s Next for OOH? 

With innovations like AI, augmented reality, and Faux OOH (FOOH), along with a heightened focus on sustainability, 2025 promises to be an exciting year for OOH advertising. These trends will help brands connect with consumers in more meaningful ways and ensure that OOH remains a powerful, influential medium in the global advertising landscape. 

As advertisers look to maximise the impact of their OOH campaigns, embracing these new technologies and trends will be key to staying ahead of the curve in an ever-evolving marketing landscape.  

If you want to discuss how we can help build effective OOH campaigns for your brand, then please contact us at Out of Home International. 

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