The future of OOH, DOOH, and transit advertising in Poland📈

In the advertising world, where attention is the most valuable resource, OOH (Out-of-Home), DOOH (Digital Out-of-Home), and transit advertising are continuously evolving, adapting to changing technologies and consumer behaviors. The year 2025 brings new opportunities and challenges. Let’s explore the key trends and insights that could shape the future of this industry.

Data and Analytics: precision in every detail

A decade ago, OOH advertising was viewed as a mass medium—broad in reach but limited in precision. Today, advanced analytics, geolocation, and behavioral data are revolutionizing targeting capabilities.

In the U.S. and U.K., DOOH systems integrate mobility data with online consumer behavior to create personalized experiences in public spaces. While Poland is catching up, 2025 will be a critical year for implementing analytical systems that not only optimize campaigns but also measure their effectiveness in real-time.

Omnichannel: synergy across channels

In the era of digital transformation, integrating OOH and DOOH with digital, social media, and offline channels is no longer optional—it’s essential. Through the synergy between advertising channels, brands can create consistent and engaging experiences for their audiences while boosting campaign effectiveness.

In mature markets like the U.K. and the U.S., omnichannel strategies are standard. Urban advertising seamlessly connects with online activities. For example, DOOH campaigns leveraging geotargeting display personalized offers on users’ mobile apps in nearby locations. Social media remarketing reinforces messages seen on outdoor ads, enhancing engagement.

Poland: Growing Omnichannel Potential

While omnichannel is gaining popularity in Poland, many brands still treat it as an experiment. Campaigns integrating OOH, DOOH, and digital channels are often limited to one-off promotional actions or geotargeted mobile ads. To unlock its full potential, a broader systemic approach is necessary—one that considers all stages of the consumer journey, from initial brand exposure in urban spaces to online purchase completion.

Programmatic DOOH: automation in action

Programmatic DOOH offers the promise of seamless, automated advertising tailored to real-time conditions. In the U.S. and Western Europe, this technology is becoming more prevalent, enabling quick responses to changing consumer needs.

In Poland, programmatic DOOH is still developing. The key challenge in 2025 will not only be popularizing this technology but also simplifying the process of buying ad space for smaller market players.

Automation is inevitable, but equally important is helping marketers understand its potential.

Creative “WOW” Solutions

Creativity in OOH advertising goes beyond impressive visuals—it transforms urban spaces into stages that engage and delight audiences. Spectacular examples include Warsaw Spire’s light displays, which successfully merge technology with aesthetics. These large-scale light projections not only enhance the urban landscape but also serve as a powerful marketing tool that captures attention, evokes emotions, and elevates brand prestige.

AI in Advertising: Changing the Rules of the Game

Artificial intelligence (AI) is playing an increasing role in redefining DOOH advertising capabilities, transforming static campaigns into dynamic, interactive experiences. AI enables:

• Personalization: Ads adapt in real-time based on audience demographics, weather conditions, or local events.
• Real-Time Optimization: Platforms like Vistar Media and Broadsign use AI to allocate advertising budgets based on campaign performance data.
• Interactivity: AI-powered DOOH screens can respond to gestures or voice commands, creating unique, engaging experiences.

Eco-Trends: Responsibility First

Sustainability in OOH advertising is becoming a global standard. Countries like Sweden and the Netherlands are leading with renewable energy-powered displays. While Poland has room for growth, brands are increasingly prioritizing sustainable practices. Authenticity is crucial—greenwashing can quickly erode consumer trust.

Conclusion: perspectives for 2025

OOH, DOOH, and transit advertising are entering an era of rapid transformation, where technology, data, and creativity will define the future. With a dynamic market and increasing investments, Poland has a unique opportunity to become a leader in Central and Eastern Europe.

2025 is the time for bold decisions to shape the future of this vibrant industry. If you’re planning a campaign that leverages these innovations, the BeMedia team is here to help. Let us create a strategy that not only keeps pace with global trends but also sets them. Take advantage of our free consultation and quote, and let us deliver solutions that drive real results.