OOH and DOOH Advertising: Market Evolution and Forecasts for 2025
The outdoor advertising market is evolving rapidly, adapting to consumer expectations, technological advancements, and global trends. Following the challenging pandemic period, the industry has not only returned to stable growth but also started to pioneer new directions in personalization, sustainability, and creative solutions. In this interview, we explore the trends that dominated 2024, what to expect in 2025, and key insights for planning effective campaigns.
Nina Przytucka – Media Sales Director at BeMedia 
Nina has been with BeMedia for over 12 years, playing a pivotal role in sales development and building client relationships. She is an experienced manager with an impressive track record in the outdoor advertising industry, known not only for her expert knowledge but also for her exceptional passion for marketing.
Nina specializes in creating and implementing sales strategies that effectively align client needs with the unique opportunities offered by the agency. Her ability to build long-term partnerships with clients and her proactive approach to dynamic market trends make her one of the key pillars of our agency.
What is the current state of the advertising market?
Nina Przytucka: The outdoor advertising market has rebounded to pre-pandemic levels and is now growing steadily. Advertising agencies are experiencing increased revenues, setting this sector apart from others that have not fully recovered. There’s also heightened interest in DOOH (Digital Out-of-Home) advertising, aligning with the global trend of replacing traditional, static formats with more modern digital solutions.
What trends dominated in 2024, and what were their effects?
Nina Przytucka: One key trend was the personalization of advertising content based on location. Ads are increasingly tailored to the specifics of their surroundings and the profiles of local audiences. For example, office buildings often feature ads for quick takeaway meals or products targeted at working professionals, such as financial services or cars. In healthcare facilities, ads focus on health, well-being, and care but also highlight other products that fit into the theme of nurturing and compassion. This targeted approach enhances campaign effectiveness by reaching specific audience groups more precisely.
How are consumer expectations of urban advertising changing?
Nina Przytucka: Consumers generally have a positive perception of outdoor advertising, viewing it as non-intrusive and engaging, especially in spaces like public transport or medical centers. Eye-catching, aesthetically pleasing ads, such as wrapped trams, are often seen as an attractive element of the urban landscape, adding vibrancy to public spaces.
How are new technologies shaping DOOH advertising?
Nina Przytucka: Emerging technologies like artificial intelligence and big data offer numerous possibilities, such as personalizing content based on demographic or contextual data. However, consumers still value authenticity in advertising—real actors and genuine emotions engage more effectively than fully digitally generated content.
What new formats and platforms should we watch for?
Nina Przytucka: The DOOH segment is expanding rapidly, with digital screens appearing in new locations such as office buildings, clinics, gas stations, and shopping malls. This expansion broadens the potential to reach diverse audience groups in various contexts.
How is personalization evolving in OOH and DOOH campaigns?
Nina Przytucka: Personalization is becoming a cornerstone of effective campaigns. Real-time content adaptation allows messages to respond to current events or local audience preferences. For instance, DOOH ads can quickly adjust their messaging for holidays, making them more relevant to the occasion.
What role will sustainability play in advertising in 2025?
Nina Przytucka: Sustainability is increasingly important in advertising campaigns. Reusable vinyl banners or eco-friendly mural paints help protect the environment. Digital screens, which eliminate the need for printing and transport, are also a more sustainable solution.
What challenges will the industry face in 2025?
Nina Przytucka: One major challenge is the limited availability of advertising spaces, especially during high-demand periods. Marketers need to plan campaigns well in advance to secure preferred locations. Another hurdle is the variety of formats, requiring precise preparation of advertising materials. Partnering with experienced agencies specializing in multi-format campaign management is essential.
Which innovative campaigns stood out in recent years?
Nina Przytucka: The illumination on the Warsaw Spire is a standout example—a unique medium on a national scale. Such projects not only capture attention but also provide visual materials that can be leveraged on social media to extend campaign reach.
Takeaways for marketers planning 2025 campaigns
Nina Przytucka: Planning OOH/DOOH and city transport campaigns requires early engagement and collaboration with experts. The keys to success are message personalization, tailoring content to locations and audiences, and leveraging modern technologies and formats to maximize campaign efficiency.
If you’re planning a campaign that embraces these changes, we—the BeMedia team—are here to help. We’ll assist in crafting a strategy that not only keeps up with global trends but sets them. Take advantage of our free consultation and proposal to achieve measurable results.