7 Digital OOH Trends Reshaping Advertising in 2025

Key Trends:

1. AI-Powered Personalization: Ads dynamically adapt based on real-time data like weather or traffic, boosting ROI by up to 8x.
2. Automated Ad Buying: Programmatic systems simplify ad placement, enabling real-time targeting and better analytics.
3. Interactive Displays: Touch and motion-based screens increase engagement by 66% and improve brand retention.
4. Mobile & IoT Integration: Connecting DOOH with mobile devices enhances reach by 303% and drives higher engagement.
5. Results Tracking: Advanced attribution methods link ad exposure to actions, offering precise ROI measurement.
6. Augmented Reality (AR): AR campaigns drive 11x higher conversions and create immersive experiences.
7. Energy-Efficient Systems: Eco-friendly displays and smart energy management reduce costs and carbon footprints.

Why It Matters:

• DOOH ads spark 3.2x more memory activity than static formats.
• 76% of viewers take action after seeing a DOOH ad.
• Sustainability is a priority, with DOOH emitting only 0.35 grams of CO2 per impression compared to 3.6 grams for online ads.

Quick Comparison:

DOOH is becoming a key player in advertising, blending precision, engagement, and eco-consciousness. Ready to dive deeper? Keep reading.

The Future of DOOH

1. AI-Powered Ad Personalization

AI is transforming Digital Out-of-Home (DOOH) advertising in 2025 by making ad personalization more precise and effective. Advanced algorithms now analyze a mix of historical, real-time, and external data - like weather or traffic patterns - to determine the best ad placements ^[3]. This level of accuracy aligns with growing consumer demands for tailored experiences.

Here’s the reality: 71% of consumers expect personalized experiences, and 76% feel frustrated when they don’t get them ^[4]. AI-driven personalization doesn’t just meet these expectations - it delivers results. Studies show it can increase marketing ROI by up to eight times and drive a 10% boost in sales ^[6].

Take the example of a European telecom company. They used an AI engine to test 2,000 different message variations, and the result? A 10% increase in customer engagement compared to generic messaging ^[4]. This highlights AI's ability to uncover audience insights that go beyond surface-level data.

By analyzing information from mobile devices and social media, AI can pinpoint audience preferences in specific locations. This enables highly targeted, location-based messaging ^[3]. Deborah Wahl, a Forbes CMO Hall of Fame inductee, captures the moment perfectly:

"The moment we're in reminds me of the electric vehicle transformation in the auto industry. To capitalize on the opportunity, nay - imperative, marketers had to reimagine their business strategies and marketing programs. The same goes for AI, and the brands that embrace it now will see outsized returns." ^[5]

For instance, when a North American retailer integrated AI-powered personalization into their marketing, they unlocked $400 million in value through pricing improvements and added $150 million from targeted offers - all within a single year ^[4].

Why AI Personalization Matters for DOOH

AI-powered personalization offers a range of benefits that are hard to ignore:

Marketers using AI can personalise content 50 times faster than traditional methods, meeting the expectations of 66% of consumers who want brands to anticipate their needs ^{[4] [6]}. The results speak for themselves: faster, smarter, and more impactful advertising.

2. Automated Ad Space Buying

Programmatic DOOH is reshaping how digital ads are purchased, with US spending projected to hit $1.11 billion by 2025 ^[8]. By using AI-driven personalization, these systems simplify inventory management and improve targeting.

Right now, 52% of advertisers focus on programmatic DOOH ^[7], showing its growing importance in marketing strategies.

Here’s how it stacks up against traditional methods:

Drew Pytel, Sr. Account Strategist at KORTX, highlights why advertisers are drawn to it:

"Efficiency, flexibility, and scale. The efficiency to easily access multiple inventory sources; the flexibility to quickly adjust the spend, creative, and placement types on the fly; and the scale to serve ads on as few or as many placement types that align with the campaign objective." ^[8]

This tech allows for quick, data-driven adjustments. Ads can be tailored to factors like weather, time, market trends, events, and location. A great example is Holt Renfrew’s 'Holts <3' sale campaign, which resulted in 400,000 store visits and a 500% increase in purchase intent ^[7].

3. Touch and Motion-Based Displays

Interactive displays are taking digital out-of-home (DOOH) advertising to the next level by adding touch and motion capabilities. These displays turn static ads into engaging, hands-on experiences. In fact, research shows that interactive content can boost engagement by 66% ^[10].

Here’s what the numbers say:

Why Touch and Motion Displays Work

1. Better Consumer Engagement
These displays invite users to touch, swipe, or scroll, making the experience more memorable. For example, motion-triggered screens in checkout aisles activate only when someone is nearby, creating a more targeted interaction ^[9].

2. Seamless Cross-Channel Campaigns
Interactive DOOH connects effortlessly with social media and mobile devices, providing a unified experience across platforms. This approach not only delivers personalized content but also helps brands collect valuable data ^[10].

3. Real-Time Adaptability
These displays can adjust their content in real time based on user interactions or environmental factors, ensuring every interaction feels fresh and unique.

A Standout Example: Nike Japan

Nike Japan’s Air Max Day campaign is a prime example of interactive DOOH done right. They used a 3D digital billboard in Tokyo to display Air Max designs emerging from a shoebox. The campaign went viral, gaining attention both locally and worldwide ^[11].

To make the most of these displays, brands should pair eye-catching visuals with interactive elements to drive consumer interest and purchases ^[9]. By combining engagement and personalization, businesses can gather insights to fine-tune future efforts.

Interactive displays are reshaping DOOH advertising, offering brands a way to create unforgettable, data-rich experiences that align with current trends in automation and personalization.

4. Mobile and IoT Connection

Mobile and IoT integration is transforming DOOH advertising, creating highly interactive and connected experiences. For instance, 74% of mobile users take action after seeing a DOOH ad ^[14].

Impact on Campaign Performance

Combining mobile and DOOH can lead to impressive outcomes:

Real-Time Integration Examples

The Pringles EURO 2024 campaign is a great example of blending mobile with DOOH. Using QR codes on 1,500 digital screens, fans could vote for their favorite flag design in real-time. This created an engaging, interactive experience that connected physical and digital worlds ^[13].

Another standout example is Berlin's public transport company BVG. They used augmented reality (AR) to make DOOH characters come alive via their Jelbi app, turning traditional transit ads into a more engaging experience ^[13].

These examples highlight how mobile and DOOH integration is pushing boundaries and driving innovation.

Smart Technology Applications

IoT sensors and 5G networks are changing how DOOH interacts with its surroundings. A notable campaign by the Swedish pharmacy chain Apotek Hjärtat used billboards equipped with sensors to detect cigarette smoke. When triggered, the display showed a coughing animation, sparking widespread online attention ^[12].

"The integration of real-time data - such as weather, traffic, and events - will further enhance the dynamic nature of DOOH, creating experiences that are both immersive and memorable." - Ann Tarasewicz, CEO, Axis ^[1]

Privacy and Security Considerations

As mobile and IoT integration grows, protecting consumer data is critical. Best practices include:

• Transparent Privacy Policies: Clearly outline data collection practices at DOOH locations ^[16].
• Minimal Data Collection: Only gather the information necessary for campaign execution ^[16].
• Secure Data Management: Use strong security measures to safeguard consumer information ^[16].

The European DOOH market is embracing these advancements, with projections showing it will hit €3.93bn by 2025, growing at 8.52% annually ^[1].

An example of location-based innovation comes from American Express. They used smart ads in 125 New York taxis, showing targeted content whenever the taxis passed American Express merchant locations. This approach highlights the potential of mobile-DOOH integration in modern advertising ^[15].

5. Results Tracking and ROI Analysis

DOOH (Digital Out-of-Home) advertising has evolved to offer precise tracking of campaign performance, linking ad exposure directly to consumer actions.

Advanced Attribution Methods

Modern campaigns rely on a variety of methods to measure success. For example, brand lift studies compare groups exposed to ads with control groups to assess changes in awareness, consideration, or intent. Foot traffic attribution connects ad exposure to physical store visits using geofencing and mobile data. By integrating sales data with ad exposure, advertisers can gain a clearer picture of purchasing behavior.

These methods establish DOOH as a performance-oriented advertising medium.

Real-Time Performance Metrics

A good example of DOOH's impact comes from MOBSTA's collaboration with StackAdapt. Their campaign achieved 14 million impressions and boosted brand awareness by 13%, climbing to 39% during the holiday season ^[17].

"Programmatic advertising has transformed DOOH - with its granular targeting and advanced measurement capabilities - from a traditional awareness tool into a strategic channel that helps drive performance further down the funnel." - Matthew Ritchie, Content Marketing Manager, StackAdapt ^[17]

Cross-Channel Attribution

When combined with digital and TV channels, DOOH can increase ROI by as much as 27% ^[20]. This multichannel strategy enhances the effectiveness of all major media by over 90% ^[20].

Key Performance Indicators

Campaign success is often measured using these core metrics:

• Impression Quality
• Engagement Rate
• Conversion Attribution
• Brand Impact

Technology-Driven Insights

Tools like Device ID Passback enable retargeting across multiple channels, providing advertisers with deeper insights into campaign performance ^[18].

Privacy-Compliant Measurement

As tracking methods improve, advertisers must carefully balance data collection with privacy concerns. Modern attribution techniques rely on anonymized and aggregated data to ensure consumer privacy while maintaining accurate measurement.

The results speak for themselves: DOOH spending in the UK surged to £750 million in 2022, up from £182 million in 2012 ^[19]. This growth highlights advertisers' trust in DOOH's ability to deliver measurable and impactful results.

6. Augmented Reality in DOOH

Augmented reality (AR) is reshaping digital out-of-home (DOOH) advertising by making campaigns more interactive and engaging. AR turns standard displays into dynamic, interactive experiences, driving 11× higher conversion rates and 3× more engagement compared to traditional websites ^[21].

These impressive results have inspired brands to create campaigns that show just how impactful AR can be.

Campaign Highlights

Vodafone partnered with &AND Innovation to roll out a WebAR campaign across eight German cities. Using 3D virtual emojis, the campaign reached 50 million people, generated 17,000 minutes of brand engagement, and drove 40% of participants to visit physical stores ^[22].

Pixel Artworks' "Butterfly Trail" campaign also made waves. It attracted 653,000 visitors in its first month, with 56,000 people engaging with an AR game for an average of 2 minutes per session. The campaign racked up 28 million views on social media ^[22].

How AR Is Being Used

These examples show how AR is becoming an essential tool in DOOH campaigns, helping brands connect with audiences in new ways.

AR Adoption and Market Growth

The AR market is expected to hit $8 billion by 2025, with DOOH accounting for over 40% of global OOH revenue by 2024 ^[23].

"Through interactive technology, we're breathing new life into the industry. Our Maybelline collaboration marks a pivotal moment, showcasing AR's boundless potential."
– Alina Odolska, Group Brand Manager for Maybelline NY ^[23]

Tips for Successful AR Campaigns

• Web-based AR Platforms: Keep it simple for users by avoiding app downloads. Web-based solutions are easier to implement and more cost-effective.
• Interactive Content: Create experiences that encourage participation and sharing, like games or virtual try-ons.
• Track Performance: Use metrics to measure engagement and refine your campaigns.
• Think Big: Large-scale AR activations, like FFFACE.ME's 4,000 m² AR mirror at Kyiv's Gulliver Mall, can transform spaces and captivate audiences ^[23].

7. Energy-Efficient DOOH Systems

As sustainability becomes a priority, 78% of consumers prefer eco-friendly practices, and 84% steer clear of unsustainable brands ^[24]. This focus on environmental responsibility aligns with advances in personalization, automation, and interactivity in DOOH.

One standout example is Sharp NEC Display Solutions' use of ePaper technology. At ISE 2025, they unveiled an A0-sized Sharp ePaper display powered by solar energy, with battery storage and wireless communication. This setup eliminates the need for traditional cabling ^[25].

"The Sharp ePaper display is generating a lot of interest and receiving industry recognition for its significant potential for the carbon-neutral future of digital signage." - Martin Lienau, Product Manager at Sharp NEC Display Solutions Europe ^[25]

Energy Consumption Comparison

Real-World Implementation Success

Some companies are already seeing results. For instance, Lamar Advertising replaced 78,000 lights with LEDs, reducing energy use by 73% ^[28]. Similarly, VIOOH's programmatic DOOH platform achieves 90% better carbon efficiency than traditional programmatic display ads, producing only 0.35 grams of CO2e per ad impression, compared to 3.6 grams for standard programmatic ads ^[27].

Smart Energy Management Features

Modern DOOH systems now include features designed to save power:

• Ambient Light Sensors: Adjust brightness automatically based on surrounding light.
• Occupancy Detection: Activates displays only when people are nearby.
• Dark Mode Content: Reduces power consumption by up to 60% ^[26].
• Compressed Media Formats: Lowers processing demands while delivering optimized content.

These innovations are complemented by creative projects like CityBreeze, a collaboration between Green City Solutions and Visual Art. It combines a 75-inch LED screen with a moss wall capable of filtering 80% of fine dust particles ^[28].

Cost-Benefit Analysis

A typical display using 190W costs roughly $400 annually to operate ^[26]. By adopting energy-efficient technologies, businesses can significantly cut costs without compromising performance. LED signage, for example, costs less than 10% per thousand impressions compared to traditional advertising formats ^[28].

Conclusion

By 2025, the intersection of technology, eco-conscious practices, and personalization will redefine DOOH (Digital Out-of-Home) advertising. This evolution demands clear strategies that marketers can act on effectively.

Implementation Strategy Matrix

These focus areas are essential for achieving measurable success. Jean-Christophe Conti, CEO of VIOOH, highlights the growing importance of DOOH:

"2025 will mark the year DOOH transforms from a supporting player onto advertising's main stage" ^[1]

With nearly 70% of consumers now engaging with DOOH ads ^[29], it's clear the medium is becoming a central force in advertising.

Two Key Strategies for DOOH Success

1. Smart Targeting and Personalization
   • Cuts customer acquisition costs by up to 50%
   • Boosts marketing ROI by 10-30% ^[24]
   • Meets the expectations of 81% of consumers who prefer personalized experiences ^[24]
2. Sustainability Integration
   • Aligns with 80% of consumers who support environmentally responsible brands ^[2]
   • Addresses the current gap, where only 31% of marketers prioritize sustainability ^[2]
   • Reduces CO2 emissions to 0.35 grams per impression, compared to 3.6 grams for display ads ^[2]

"The future of DOOH is about being smarter, more inclusive, and truly connected to people's lives" ^[1]

DOOH's ability to amplify other channels is another key strength: it boosts search performance by 54%, social media by 20%, and traditional media by 17% ^[29].