Billboards are made not only for great advertising but for fantastic jackets, purses, and even notebooks.
With the world exponentially moving towards sustainable and eco-conscious principles, billboards and out-of-home (OOH) advertising have a surprising role in supporting environmental initiatives and recycling efforts.
Leading the way in out-of-home (OOH) growth in 2024, DOmedia achieved unparalleled numbers with $10 billion in planned media and $2 billion in deals.
The OOH industry as a whole experienced groundbreaking advertising revenue from Q1 to Q3 and undoubtedly in Q4 when data is released.
Data from the second quarter of 2024 revealed an advertising revenue increase of 3.4%, while the third quarter had even larger results of an increase of 4.3% from the previous Q3 of 2024.
DOmedia’s 100% year-over-year increase is paving the way for new benchmarks in OOH automation and transparency, charting a course for seamless OOH inventory access and advanced measurement and data tracking capabilities.
Automation
Historically, OOH lags far behind in automation as this industry is founded on manual media planning, buying, and execution. DOmedia plans to chart a new course for out-of-home by streamlining this process on par with the digital media landscape.
Pushing back on slow campaign execution and overall inefficient processes, DOmedia is utilizing cutting-edge AI innovations through projects aimed at improving the efficiency of OOH media buying and execution.
Transparency
Hidden fees can be prevalent in a number of digital operations and services, which is a precedent DOmedia is going against, with a dedication to providing up-front costs with no hidden fees.
OOH is a cornerstone facet of the media and advertising landscape, further highlighting the importance of industry innovation and transparency, all of which this company is in tune with and carrying the torch for the future of out-of-home.
Although OOH has seen massive advertising revenue growth, all of which is sure to continue growing in 2025, advertisers must remain practical in achieving the desired results. This aspect of transparency is a joint understanding between media suppliers and advertisers; one the industry would serve well to foster.
The Role of AI in OOH’s Future
AI is an ever-expanding tool that will reshape the field of OOH as we know it. Advertising campaigns will have increased metrics and tracking available, allowing advertisers to make data-driven insights and guided actions to pivot if something is not working.
Audience targeting is another massive area where AI will be able to accurately touch upon, transforming DOOH and other ad mediums in seconds based on the demographics in a certain area. Engagement will be able to rise exponentially as viewers will feel an ad was made just for them.
DOmedia is following this evolving OOH landscape with AI, empowering advertising mediums to succeed like never before.
World-renowned fashion brands are coveted by countless consumers—Louis Vuitton, Gucci, Prada, Christian Louboutin, and, for today’s focus, Balenciaga.
All recognize these brand names and are immediately associated with luxury and an extremely high price point. What if they were not limited to only the wealthy and upper class?
The Balenciaga x Fortnite 2021 out-of-home campaign took industries by storm, revitalizing what it means to access larger audiences and instilling newfound desire in those lacking prior.
The out-of-home industry has recently been leveraged by TikTok, the mobile phone app that allows users to share videos with millions of others, often striking instant fame and social media virality.
Enjoyed by tens of millions of users and with the unfortunate potential of being banned in the United States on January 19th, this mobile application has broken away from its handheld confines into the out-of-home (OOH) industry on a massive scale.
Content created within the app can be shared by brands off-screen in bars, restaurants, airports, gas stations, retail stores, and more with TikTok Out-of-Phone.
This is an especially profitable and effective development of the app for businesses and larger corporations as they are able to spread their messages on a larger scale through an already established community on TikTok while bringing it to the masses in the physical world.
Spaces typically reserved for major and established corporations can be accessed through TikTok, truly revealing how important this advertising advancement is for the OOH sphere.
Three Main Parts of Out-of-Phone:
Out-of-Phone is able to be tailored to the spaces and areas it’s displayed in, allowing for relevant advertisements to reach targeted audiences with personalization, ultimately increasing the potential for desired action to be taken.
What To Expect Next
Social media platforms may be collectively moving towards the use of OOH and digital out-of-home (DOOH) to expand their reach globally and within physical spaces.
User-generated content (UGC) will be the next addition to ad campaign success as social media platforms may replicate TikTok’s efforts and expand into billboards and other displays, allowing brands to use creative and familiar content to reach new audiences.
The capabilities of this are massive as advertising is evolving in an ever-changing world where attention spans are rapidly shortening, giving short-form content leverage over long-form.
2025 will usher in a new advertising world for the out-of-home industry, with DOOH taking charge along with integrated AI capabilities, putting UGC on the forefront along with an increase of personalization, reaching audiences with never-before-seen precision.
Photo via Movia.
As the year comes to an end, it is evident that the out-of-home (OOH) industry has accomplished immense growth and success via various channels.
