OOH advertising is evolving from a passive visibility tool to an active engagement channel—Why brands are rethinking visibility in 2025

By Zion Rufus

For years, Out-of-Home (OOH) advertising centered on static billboards in high-traffic locations. Brands invested heavily in these placements, believing that visibility in strategic areas would translate to audience engagement. But as consumer habits shift, so do advertising strategies. The demand for flexibility, real-time performance tracking, and measurable impact is reshaping how brands approach outdoor advertising.

A recent PwC Global Entertainment and Media Outlook report projects that digital out-of-home (DOOH) advertising will grow at an annual rate of 9.4% between 2023 and 2027, far outpacing traditional billboards. This surge signals a major shift as advertisers move from static exposure to dynamic engagement.

Danielle Ibraheem, CEO of Powerhouse Multimedia, a company specializing in mobile LED billboard trucks, speaks on the transformation.

“Advertising is no longer about placing an ad and hoping for visibility. Brands now need the flexibility to follow their audience, ensuring that campaigns appear in the right place at the right time,” she explains.

According to Ibraheem, this demand for mobility is driving a new era of mobile advertising solutions—allowing brands to engage with consumers at key moments throughout their day.

Why Brands Are Moving Away from Stationary OOH Ads

While static billboards remain relevant, they present limitations in an era where consumer routines are increasingly unpredictable. According to Nielsen, 62% of consumers are more likely to notice digital OOH ads compared to traditional billboards, especially when those ads are in motion.

“Brands are looking for advertising that isn’t passive. Mobile LED billboard trucks allow campaigns to go directly to consumers rather than waiting for them to pass by,” Ibraheem notes.

The growing popularity of mobile advertising trucks is driven by their ability to:

Move with the audience – Unlike static billboards, mobile ads can be strategically deployed to high-traffic areas, events, or commercial hubs where target consumers are most active.
Adapt in real time – Campaigns can be adjusted based on traffic patterns, time of day, and audience density, increasing engagement.
Provide performance tracking – Traditional billboards lack real-time analytics, while mobile DOOH solutions offer measurable impressions, ensuring advertisers see tangible results.

AI and Data-Driven Out-of-Home Advertising
Another major shift is the integration of artificial intelligence (AI) and data analytics into OOH advertising. Advertisers are no longer satisfied with estimates—they want precision.

“AI-powered analytics are redefining outdoor advertising. Advertisers can now track real-time impressions and engagement, allowing them to make data-driven decisions rather than relying on assumptions,” Ibraheem explains.

This technology enables advertisers to see exactly how many people viewed an ad, how long they engaged, and how placement adjustments impact reach. AI also optimizes routes for mobile billboard trucks, ensuring maximum exposure at peak hours.

A 2024 Magna Global report projects that digital and data-driven OOH advertising will account for 43% of total OOH ad spend by the end of 2025.

What Comes Next?
OOH advertising is no longer a one-size-fits-all approach. Brands that rely solely on traditional billboards risk losing relevance in a fast-moving market. The future of outdoor advertising will be shaped by:

Hyper-targeted, mobile-first campaigns that reach audiences in real time.
AI-driven analytics that allow advertisers to optimize campaigns dynamically.
A blend of static and mobile OOH ads to maximize brand presence.
“The future isn’t about choosing between traditional and digital. It’s about creating a seamless, adaptable strategy that delivers measurable impact,” Ibraheem concludes.