DOOH will accelerate its growth through data and tech

Projections indicate that the use of Digital Out-of-Home will continue to rise globally, driven by technology, data, and new infrastructure, according to the 2025 report by Highstead Partners. This consolidates its role as the most effective bridge between the digital world and the physical environment, revolutionizing measurement and audience segmentation.

What is behind this projection?

This growth is not accidental; it is anchored in three pillars that transform screens into smart assets:

• The power of data: Programmatic DOOH allows advertisements to shift from mass messages to targeted conversations. With the ability to use real-time data, it is possible to segment audiences and optimize creativity instantly, ensuring the right message reaches the right person at the precise moment. Furthermore, programmatic advertising offers smaller and independent players a better opportunity to compete with industry giants.
• Technological innovation: New infrastructures and improvements in screen technology (higher resolution, interactivity with QR codes, or Augmented Reality) make the visual impact incomparable. In turn, campaigns receive live feedback, allowing for real-time adjustments, while AI integration continues to drive transformation.
• New frontiers: The continuous installation of screens at new touchpoints (transportation, retail, waiting areas) significantly increases inventory, offering more opportunities to reach consumers outside the home.

Additionally, DOOH is the perfect tool to influence consumers just before the point of sale (Retail Media) and to amplify live brand experiences, creating memorable and measurable connections between the physical and digital worlds. In this way, it will cease to be a consolidation tool and become a fundamental pillar in marketing strategies due to its dynamism and integration capacity with other platforms.

An ecosystem in motion

According to the report, the OOH landscape is evolving, and technological capabilities are increasingly influencing the strategic initiatives of advertisers and media owners. They continue to view it as a relevant advertising channel due to the ability to deliver measurable results and create meaningful connections with audiences.