As the advertising landscape continues to evolve, 2025 promises to be a transformative year for out-of-home (OOH), digital out-of-home (DOOH), and programmatic digital out-of-home (PDOOH).

These channels, long recognised for their ability to captivate audiences in public spaces, are now poised to leverage cutting-edge technology, data-driven strategies, and creative innovation to deliver genuine results.

Advancements in programmatic buying, real-time data integration, and AI-driven personalisation are reshaping how advertisers plan and execute campaigns. Meanwhile, the integration of mobile and connected devices into OOH campaigns enhances interactivity and measurement capabilities, bridging the gap between the physical and digital worlds.

2025 has already started strong for OOH and DOOH, with T-Mobile acquiring Vistar Media, and Bauer Media buying Clear Channel Europe.

In this article, we explore the key trends, challenges, and opportunities shaping OOH, DOOH, and PDOOH in 2025, shedding light on how these platforms will redefine engagement in the years to come.

What the industry thinks…

I believe the OOH/DOOH landscape will be reshaped by advancements in three key areas: AI-driven personalisation, programmatic efficiency, and real-time interactivity. AI will enable advertisers to craft hyper-targeted, contextually relevant content, tailored to audiences on the go. Coupled with programmatic capabilities, this will streamline ad buying, making campaigns faster and more impactful across multiple screens.

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. Innovations in augmented reality (AR) and interactive displays will blur the lines between physical and digital spaces, driving deeper engagement.

I also see sustainability and ethical ad practices gaining momentum, ensuring growth aligns with social and environmental responsibility. Greener technologies like solar-powered billboards and energy-efficient displays must become industry standards. The future of DOOH is about being smarter, more inclusive, and truly connected to people’s lives.

Ann Tarasewicz, CEO, Axis

DOOH advertising is poised to become the new broadcast powerhouse as traditional TV's influence wanes. While streaming platforms struggle to match TV's historic reach, DOOH is uniquely positioned to fill this void - but with a crucial twist. By combining the broad impact of traditional broadcasting with precise targeting capabilities, DOOH offers what others can't: mass reach with pinpoint accuracy.

What makes this transformation particularly compelling is DOOH's ability to navigate today's biggest advertising challenges. It's unaffected by cookie deprecation, leverages location data effectively and delivers ten times better carbon efficiency than traditional digital display. Yet despite these advantages, there's a striking disconnect: while 80% of consumers favour environmentally responsible brands, only 31% of marketers prioritise sustainability in their planning. This gap signals an unprecedented opportunity for marketers who recognise the medium's potential. 2025 will mark the year DOOH transforms from a supporting player onto advertising's main stage.

Jean-Christophe Conti, CEO, VIOOH

AI and programmatic adoption are set to propel DOOH innovation in 2025. The IAB forecasts that programmatic DOOH will dominate the UK market, potentially capturing 75% of total OOH ad spend by 2027. This shift towards programmatic and AI-powered strategies unlocks greater potential for targeted, interactive, and integrated campaigns.

Imagine a leading travel brand targeting morning commuters across UK transport hubs. AI-driven, interactive displays could present personalised offers, such as weather-specific holiday deals tailored to the day’s forecast. These screens could seamlessly sync with mobile ads to deliver a cohesive, multichannel brand experience. Real-time, engaging campaigns like this, tracked through brand lift tools, highlight how DOOH’s rising adoption combines high visibility, dynamic creative, and precise targeting. For brands aiming to connect with audiences across digital and physical spaces, DOOH presents an increasingly attractive opportunity.

Andrew Rose, VP EMEA, StackAdapt

PROOH continues to see rapid growth both in the UK and beyond with no signs of slowing down in 2025. Major catalysts for future growth will include:

Data: An increase in addressable data segments from decoupled/new data providers and in-house agency solutions to help plan and execute more precisely.

Measurement: Enhanced measurement capabilities to quantify channel success.

Education: A deeper understanding of the benefits that PROOH can provide to clients and agencies.

Inventory: An increase of programmatically enabled screens both from existing OOH providers and new formats and environments entering the space. Some of these will blur the lines between OOH and other channels and no doubt challenge the existing planning/buying construct.

Creativity: Advancements within the creative space including AI generated builds and greater adoption of dynamic creative.

Omnichannel: A continuation of the trend towards planning and buying POOH as part of a connected, omnichannel plan.

Shanil Chande, Commercial & Partnerships Director, UK & International, Hawk (an Azerion Company)

In 2025, digital out-of-home (DOOH) advertising in Europe is projected to reach €3.93bn (£3.3bn), growing at 8.52% annually, according to recent market forecasts. Brands are embracing DOOH to bridge the gap between online and in-store experiences, blending digital and physical interactions. Through programmatic solutions, including footfall tracking and real-time ad customisation, DOOH enables highly targeted, impactful campaigns tailored to factors like weather or demographics.

Traditional out-of-home budgets are steadily shifting from offline to programmatic, offering brands opportunities to optimise media buying, track results, and improve precision. This evolution transforms DOOH into a data-driven channel, leveraging geolocation and behavioural insights to create highly localised, context-rich experiences.

DOOH also enhances cross-channel integration, aligning messaging across digital screens, mobile apps, websites, and social media. Powered by AI and machine learning, it fosters personalised consumer journeys, driving stronger connections and better conversions. In 2025, DOOH will be pivotal in reshaping engagement and performance.

Pablo Alvarez Goya, VP Europe, Mediasmart