Outdoor in a changing world

2024 was a strong year for Out of Home (OOH) and 2025 is poised for even greater growth and innovation. Outdoor continues to evolve, consistently delivering outstanding creative, data-driven strategies and technology-driven results for advertisers. In an age where digital interactions dominate, people are seeking genuine, real-world experiences - and spending more and more time outside the home. They want depth, authenticity and sensory stimulation in their encounters with the world.

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81% of consumers value brands that surprise and delight them with personalised messages.

48% of both Generation Z and Millennials recommend products they've seen on Outdoor.

^{Source: Dentsu 2025 Media trends}

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Audience-centric OOH is becoming the standard

Using data and real-time insights to create contextual, relevant messages will become the norm in 2025. This enables brands to reach a wide audience - with messages that still feel personalised.

Programmatic OOH is growing rapidly

More and more brands are turning to programmatic buying to take advantage of outdoor advertising's precision, flexibility and the ability to customise campaigns in real-time.

OOH empowers omni-channel strategies

Outdoor advertising becomes a link between the physical and digital worlds. By synchronising OOH with social media and mobile ads, brands can create a cohesive campaign experience.

Sustainability in focus

As sustainability becomes a natural priority for businesses and consumers alike, OOH continues to reduce its environmental impact and develop more sustainable solutions.

A trustworthy medium

In an age of digital disinformation, Outdoor stands for reliability and authenticity. When consumers question what's real online, OOH offers a physical and trustworthy context.

Experience and OOH are merging

In 2025, the line between traditional outdoor advertising and experiential marketing will blur. By integrating interactive elements, brands can create engaging and memorable encounters with their audience. Source: Thinking Outside in 2025: The OOH Trends & Predictions You Need to Know About