With programmatic advancements and a growing focus on omnichannel campaigns, the Digital Out-Of-Home (DOOH) industry continues to evolve rapidly. These trends provide insight into the future of DOOH advertising and what to expect in the coming year.
In digital advertising, DOOH is proving to be a dynamic and engaging medium. DOOH blends cutting-edge data with innovative formats. These formats capture attention in unexpected ways. As the industry advances, the future of DOOH advertising is driven by six key trends that will shape how brands connect with audiences in 2025.
Programmatic DOOH adoption increases
More brands are fully integrating programmatic DOOH into their campaign strategies. Many early adopters have shifted to an “always-on” approach. This ensures their messaging remains visible and consistent.
Improved attribution models now provide proof that DOOH drives measurable outcomes. As a result, brands now see programmatic DOOH (pDOOH) as a long-term investment rather than an experiment.
Inventory growth opens new possibilities
The DOOH landscape is expanding rapidly. Screens are now appearing in more diverse venues.
Established networks in malls, airports, petrol stations, and pharmacies still dominate the industry. However, new and unexpected venues are changing the game. Gyms and padel courts are now hosting DOOH screens.
DOOH is no longer just about billboards on highways. It includes every screen encountered outside the home. This year, innovative venue networks will create new advertising opportunities. Advertisers must balance creativity with strategic oversight to maintain quality.
Omnichannel integration with personalised creative
Programmatic DOOH now fits seamlessly into larger omnichannel campaigns. It connects with platforms like mobile and social media. This integration delivers smooth dual-screen experiences.
At the same time, personalised and flexible messaging enhances engagement. Content tailored to audience behaviour makes campaigns stand out. In 2025, expect brands to merge technical strategy with impactful, audience-driven content.
Attribution is key to ROAS
Advertisers demand proof that their campaigns work. As a result, attribution models have taken centre stage. These models track audience actions after seeing a DOOH ad. They reveal if consumers visit stores or engage with brands online. This data provides clear proof of Return On Ad Spend (ROAS).
Marketers now have the confidence to invest more in DOOH. They know they can measure its real impact.
Collaboration over competition
Media owners increasingly see the benefits of working together. Instead of guarding their networks, they are aggregating inventory. This creates more efficient buying processes. Advertisers gain broader reach and better planning capabilities.
A collaborative approach simplifies campaign execution. It also allows marketers to engage audiences across multiple venues with ease.
Shifting towards sustainability
Sustainability is becoming a priority worldwide. In South Africa, media owners are investing in energy-efficient solutions.
Solar arrays, batteries, and advanced LED screens are reducing energy use. These investments lower the carbon footprint of the DOOH industry. They also showcase the industry’s adaptability. Greener advertising solutions are meeting evolving demands while ensuring long-term resilience.
A defining year for DOOH
These trends highlight a maturing industry moving beyond its testing phase. DOOH is now entering a period of measurable and scalable growth. Attribution, creative flexibility, and omnichannel integration are driving this transformation.
Programmatic DOOH is securing its place as a key component of modern marketing. As brands and agencies continue to collaborate and innovate, 2025 promises to be a defining year for digital out-of-home advertising.
Remi du Preez | Managing Director | Polygon | mail me |
