Global and local Out-of-Home advertising: 2025 trends and predictions

Out-of-home (OOH) advertising continues to adapt to technological advancements, shifting consumer behaviors, and an increasing demand for data-driven solutions. To explore the trends shaping 2025 and beyond, we turn to three industry leaders at billups. David Krupp, Global CEO, has led billups’ global expansion, doubling its staff and revenue while solidifying its reputation as a data-driven innovator. He has been featured in The Wall Street Journal and Adweek as a leading voice for the industry. James McEwan, CEO of EMEA, brings over two decades of expertise, previously holding senior posts at dentsu, Interpublic group, and Publicis. He merges creativity and technology to champion OOH across Europe, the Middle East, and Africa. Ben Milne, CEO of APAC, was formerly head of dentsu’s global OOH division. He leverages 25 years of experience and a deep understanding of data-driven strategies to drive OOH’s digital transformation in the region. Together, their insights reflect billups’ global reach and local expertise, providing a comprehensive view of the future of OOH advertising.

Key takeaways

• Retail media’s influence: The availability of high-quality retail data is reshaping OOH advertising, enabling more precise and contextually relevant targeting.
• Algorithmic planning: AI-driven strategies are merging creativity with data to enhance campaign effectiveness.
• Brand safety and quality inventory: Advertisers are prioritizing premium, brand-safe environments to maintain trust and maximize impact.
• Regional adaptation: Success in OOH requires understanding local consumer behaviors, infrastructure, and cultural nuances.
• Sustainability in EMEA: Environmental concerns and regulations are driving the need for more sustainable OOH solutions.
• APAC’s digital leadership: The region is pioneering OOH innovation through programmatic buying, DOOH expansion, and the integration of digital experiences.
• Travel’s role in OOH: The resurgence of travel presents fresh opportunities for engaging audiences at key touchpoints.
• Market consolidation: Large media owners in APAC are expanding their footprints, streamlining operations, and enhancing OOH capabilities.

Table of contents

1. Global & North America OOH trends – Insights from David Krupp, Global CEO
2. EMEA market trends – Insights from James McEwan, CEO of EMEA
3. APAC market trends – Insights from Ben Milne, CEO of APAC

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Programmatic, access to technology, and personalization set the pace in North America & globally

• Retail media is reshaping OOH strategies.
• Algorithmic planning and AI are optimizing ad placements.
• Brand safety and premium inventory remain critical.

In North America and globally, David Krupp highlighted the growing importance of retail media, driven by the high-quality data available for targeting. This trend is particularly relevant for billups, as retail media provides valuable learnings and targeting capabilities for their clients.

"Retail media is a game-changer, offering precision and relevance like never before," says Krupp. He adds, “With the rise of e-commerce and the digital transformation of traditional retail spaces, OOH advertising has an opportunity to leverage retail data and create campaigns that are more targeted and contextually relevant to consumers' shopping experiences.”

Another significant trend is the shift towards algorithmic planning. As Krupp explains, "Algorithmic planning is about marrying creativity with data to craft campaigns that truly resonate." As algorithms become more sophisticated, they allow for a seamless blend of creativity and strategic media placement, ensuring that campaigns are seen and felt by their audience.

Balancing quality, technology, and personalization in OOH

The value of high-quality media inventory is also an emphasis. "In today's market, brand safety and quality are non-negotiable," adds Krupp. In a world where brand reputation can be easily impacted by association, the demand for high-quality, brand-safe environments is crucial. This ensures that advertisers can maintain their brand integrity while effectively reaching their target audience, making every impression count.

Understanding audience access to technology and content is crucial in today's varied global landscape. Krupp points out, "Recognizing the tech landscape is key to reaching the right audience." This variation requires a nuanced approach, tailoring campaigns to fit the technological landscape and media consumption habits of each region.

Finally, Krupp discusses the balance between personalization and shared experiences. “We aim to craft experiences that speak to the individual yet resonate with the collective,”  he states. In an era where consumers seek both personalized interactions and communal experiences, OOH advertising can serve as a bridge, creating campaigns that are both individually relevant and collectively engaging.

EMEA trends - customization, infrastructure, and sustainability

• Programmatic is transforming how brands connect with audiences.
• Localized insights are key to effective campaign strategies.
• Sustainability is becoming an industry-wide expectation.
  

In EMEA, technology complements the enduring strengths of traditional OOH advertising. James McEwan, CEO of EMEA, highlights how programmatic buying introduces new opportunities to the OOH space, particularly by attracting brands accustomed to digital campaign planning and activation. "Programmatic offers a familiar entry point for new brands while enhancing our ability to engage audiences strategically," McEwan explains. This integration supports the broader OOH ecosystem, ensuring campaigns continue to deliver impactful and meaningful connections.

As OOH experiences a resurgence post-COVID, McEwan highlights the importance of understanding local nuances and cultural differences to engage diverse audiences effectively. "Local insights are the backbone of impactful campaigns," he emphasizes. “By tailoring campaigns to reflect local cultures and preferences, advertisers can create more meaningful connections with their audiences, fostering brand loyalty and trust.”

Tailoring OOH strategies to local rhythms and sustainability priorities

Further to this point, McEwan adds the importance of understanding the infrastructure of major markets within the EMEA region for effective OOH placements. "Every city moves differently, and our ability to tailor campaigns to these unique rhythms is what sets us apart," McEwan explains. He highlights that the strategic placement of OOH—whether along Amsterdam's bustling bike paths, London's pedestrian-friendly districts, or Dubai’s emphasis on centralized road networks—requires a deep understanding of local movement patterns and cultural nuances. "Our goal is to ensure that OOH not only reaches but resonates with its audience, creating meaningful interactions that align with the local way of life and locational context.", he adds. This localized approach enhances engagement but also strengthens the connection between brands and their audiences, fostering a sense of community and relevance.

Sustainability is a key consideration in EMEA, with increasing legislation requiring brands to report on the environmental impact of their marketing activity. McEwan emphasizes, "Sustainability isn't just a trend; it's a necessity." He highlights that the OOH industry must play a leading role in innovating to reduce environmental impact, reflecting public consensus regarding sustainability. By incorporating eco-friendly practices mirroring those public expectations, OOH will cement its role at the heart of our cities and our daily lives, continuing to connect with, entertain and provide valuable services for generations to come "OOH has the unique ability to mirror societal values and concerns, addressing a wide range of sustainability topics beyond just environmental impact." By incorporating eco-friendly practices and aligning with public sentiment, OOH can enhance a brand’s reputation and foster a deeper connection with audiences who value sustainability in all its forms.

APAC trends - Digital leadership, integration, and mobility

• APAC is leading the charge in digital OOH transformation.
• Cross-platform strategies are creating immersive brand experiences.
• Travel and market consolidation are shaping future opportunities.

The APAC region is known for its broadness and fragmentation in OOH, and it commanded over 50% of global OOH ad spending in 2024. "APAC is truly setting the pace for OOH innovation globally," says Ben Milne. Countries like Australia, with its impressive 60% share in Digital Out-of-home (DOOH), and Japan, known for its programmatic-first approach, are leading this charge. Meanwhile, emerging markets such as Indonesia are experiencing rapid growth, showcasing the region's dynamic and evolving nature. "The diversity within APAC offers a unique opportunity to tailor innovative strategies that meet varied market needs," Milne adds.

The digital transformation within APAC is changing OOH, turning it from a static medium into a dynamic digital channel. "The digitization of OOH inventory is not just a trend—it's a fundamental shift," Milne emphasizes. This transformation is fueled by the availability of robust data and measurement tools, which are crucial for planning and executing effective campaigns. Programmatic buying empowers planners to purchase and measure the majority of APAC's DOOH inventory with advanced metrics, although a significant share still resides in non-digital formats. "Ensuring comprehensive data solutions is essential for a well-rounded campaign approach," notes Milne, highlighting the importance of integrating digital and traditional elements.

Leading the fusion of digital and physical and a resurgence of travel

APAC is at the forefront of merging physical and digital experiences, creating a new frontier in advertising. "The integration of CTV consumption on mobile devices with OOH placements creates synergistic brand messages," Milne explains. This convergence is being strengthened by the gaming boom, presenting unique opportunities for impactful OOH advertising. Additionally, the rise of social commerce, where purchases are made directly through social media platforms, continues to bridge the gap between the physical and digital worlds. "These trends are not just shaping the present—they are defining the future of consumer engagement in APAC," Milne asserts.

Navigating the future: Why expertise matters more than ever

OOH advertising is undergoing a profound shift with data, digitalization, and localization at the forefront. As retail media, programmatic technology, and sustainability concerns reshape the landscape, advertisers must adapt to a more dynamic and complex marketplace.

This is where billups excels. With a deep understanding of global and regional nuances, billups helps brands navigate the challenges of OOH advertising by leveraging patented technology, data analytics, and strategic media planning. From hyper-targeted campaigns to cross-channel integrations, billups empowers brands to optimize their OOH investments.

Travel in APAC is poised for a significant rebound, with a Skyscanner report revealing that 80% of travelers plan to explore more in 2025. "This travel resurgence offers a golden opportunity for OOH to engage audiences during their journeys," Milne states. As travel increases, OOH can strategically place messages to capture the attention of travelers at pivotal moments. Beyond these macro trends, the OOH sector is poised to see further consolidation among media owners, with major players like Plan B expanding their regional footprints. "Consolidation will drive efficiency and innovation, further solidifying APAC's leadership in the global OOH space," Milne concludes.

For more information please contact us at  https://www.billups.com/contact

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