From pDOOH to immersive activations – OOH to redefine brand connections in 2025

The Out-of-Home (OOH) advertising landscape is on the brink of a significant transformation as technology, creativity, and sustainability converge to redefine how brands engage with audiences. As we step into 2025, the industry is witnessing rapid advancements, including the growth of Digital OOH (DOOH), immersive experiences, and AI-driven campaign strategies. To delve deeper into these trends and understand the opportunities and challenges that lie ahead, Adgully spoke with Santosh Mishra, Senior Vice President, Posterscope India, a leading voice in the OOH sector.

In this insightful conversation, Santosh Mishra shares his perspectives on the evolving role of technology in OOH, the impact of programmatic DOOH, and the industry's increasing focus on sustainability and hyperlocal strategies. From headwinds like measurement standardization gaps to tailwinds such as expanding infrastructure and experiential innovations, Mishra provides a comprehensive outlook on how 2025 will shape the future of OOH advertising in India.

What trends, developments, and innovations are expected to dominate the OOH industry in 2025?

In 2025, the OOH industry is poised to embrace greater technological advancements and creative opportunities. DOOH is expected to grow further, contributing to 35% of total OOH spending as programmatic technologies enable hyper-targeted messaging and real-time content optimization. Immersive formats, such as augmented reality, holographic displays, and CV/ NLP, are likely to become mainstream, offering audiences interactive and memorable experiences.

The integration of OOH with digital platforms will deepen, enabling phygital ecosystems where offline and online channels work in harmony. Rural markets will see increased investments, with hyperlocal strategies that leverage vernacular messaging and retail activations. Advanced analytics and AI-driven content optimization will refine campaign planning and execution, ensuring maximum impact. Additionally, sustainability will remain at the forefront, with green technologies and eco-friendly advertising solutions becoming the industry norm.

What are your expectations for the OOH industry in the year ahead?

In 2025, the OOH industry will harness AI, data, and immersive technologies to deliver hyper-targeted, dynamic campaigns. Expanding infrastructure like metros and smart cities will unlock new advertising possibilities, while regional and hyperlocal strategies will drive deeper audience connections. The integration of OOH with digital platforms will transform consumer journeys, making creativity and innovation the cornerstones of impactful brand engagement.

What are the headwinds and tailwinds that you foresee in the OOH industry in 2025?

Headwinds:

• Increased competition for premium spaces, especially in urban markets.
• Measurement standardization gaps, leading to hesitancy among advertisers.
• Rising costs for technological upgrades in DOOH.

Tailwinds:

• Technological advancements in pDOOH and analytics, driving better targeting and efficiency.
• Expanding infrastructure projects creating fresh advertising avenues.
• Consumer shifts toward experiential and interactive content, opening doors for innovation in activation and engagement.

As the OOH industry evolves, 2025 promises immense potential driven by innovation, technology, and sustainability beyond traditional formats. From programmatic DOOH and immersive activations to hyperlocal strategies and offline-to-online integration, the industry is redefining brand-audience connections with impactful precision and scale.