Trends that will shape global programmatic OOH industry in 2025
By Ralph Tathagata
As media investments face increasing scrutiny, agencies are working hard to carve out new roles that will define them as innovative partners rather than intermediaries. To create high level value for their clients, programmatic OOH is emerging as a channel of opportunity where agencies can leverage proprietary data and new creative capabilities.
To unlock their competitive advantage in 2025, marketers can gain a competitive edge and leadership position by embracing what the programmatic channel has to offer. However, the evolution of the channel already offers advertisers and agencies a unique opportunity to blend creativity, precision and scale.
According to global industry experts, in media, programmatic out-of-home has made that leap from a tactical add-on to a strategic pillar in planning. While data-driven targeting is at the heart of programmatic OOH, the combination of that precision with creative potential will truly set the channel apart in 2025.
Commenting on what is happening around the globe, Ben Baker, Vistar’s managing director for Asia and Pacific (APAC), wrote in his LinkedIn, “In APAC, we’re seeing programmatic transition from being a tactical solution to becoming central to brands’ overarching OOH strategies. Empowering traditional sellers to adopt programmatic tools is crucial to accelerating this growth.”
In Europe, however, programmatic accounts for 50% of digital OOH revenue as the markets adopt data-driven approach.
On his part, Diederick Ubels, Vistar’s managing director for Europe, the Middle East, and Africa (EMEA), said, “Success depends on offering diverse translation options, like guarantees and pricing flexibility, that cater to local trading norms. In other markets, adoption is slower, and education and training are critical to unlocking the channel’s full potential.”
To further reimagine and redefine their agency role, Lucy Markowitz, SVP & GM of Vistar’s US marketplace, said that every media placement faces scrutiny, whether it’s the impact on the bottom line or the ability to capture attention and convert.
“Programmatic OOH has stepped up, competing with advertising giants by proving its measurable impact and creative value.”
She argued that agencies are using their unique data assets to extend audience insights into OOH, creating a level of targeting precision previously reserved for digital channels. For her, extending these data capabilities into OOH opens the door for agencies to ‘own’ this channel.
“It’s a chance for agencies to offer their clients the same level of precision as digital but with the creative power and real-world impact that only OOH can deliver.
“Agencies aren’t just agents any more – they’re building their own proprietary solutions in data, AI and creative. This presents ad-tech companies with opportunities to partner with them to co-develop solutions that drive differentiation and create true value for brands.”
She added, “This dynamic is particularly exciting in OOH, where the synergy between programmatic technology and agency innovation holds immense potential for driving new concepts and offerings to market.”
For advertisers, the ability to combine bold, visually stunning ads with precise media activations is a powerful tool to capture attention and drive quantifiable results.
In Canada, as in the US, the growth of available targeting and measurement solutions has stabilized the investment in programmatic OOH. According to Scott Mitchel, Vistar’s managing director for Canada, “It’s moving beyond experimental stages to deliver measurable value at scale.”
“In 2025, creative innovation will define the next phase of programmatic OOH, as it is uniquely effective in breaking through the ad space clutter,” he added.
While the capabilities vary globally, depending on support for dynamic creative, data feeds and the screen functionality in different regions, the focus on creative is consistent.
Mr. Baker believes that APAC is just scratching the surface of programmatic’s creative potential. He predicted that as technology grows, so will the opportunities for brands to stand out and engage their audiences.
“The creative field is also where agencies can play a huge role in pushing boundaries. Programmatic OOH offers a canvas for agencies to help their clients combine bold concepts with data-driven media plans, merging creative and performance in unique ways.”
With programmatic tech in the mix, agencies and advertiser seeking new ways to break through and deliver value must pay attention to the transformation underway in programmatic out-of-home in 2025.
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