From retail media’s rapid rise to AI-driven automation, these trends will shape the OOH advertising landscape in Asia
As 2024 comes to a close, the advertising world finds itself at the crossroads of innovation and transformation.
This year saw the revival of once-overlooked channels like out-of-home (OOH) advertising, driven by technological advances and shifting media budgets.
With advertisers reassessing strategies following pivotal moments like Google’s extended life for third-party cookies, OOH has emerged as a high-impact medium with strong curb appeal.
From the maturation of retail media to the integration of artificial intelligence (AI) and programmatic digital out-of-home (pDOOH) tools, the trends of 2024 signal a paradigm shift in how OOH campaigns are bought, executed, and measured.
Here’s a look at the trends that will likely shape the medium in 2025.
Retail Media is Ready to Go Big
Retail media networks (RMNs) are booming, with over 200 networks reported globally by late 2024.
Yet many retailers are still falling short of their full potential, especially in Asia, where in-store advertising remains under-leveraged.
Incorporating media opportunities directly at the point of purchase could create immense value for brands aiming to influence consumer decisions in real-time.
Another hurdle is the walled-garden nature of RMNs.
Many networks are not programmatically integrated, limiting their accessibility to media buyers aiming for a seamless omnichannel strategy.
This could soon change, as global spending on programmatic retail media continues to soar, offering retailers opportunities to attract non-endemic brands and tap into new revenue streams.
In countries, where hyperlocal retail and urban shopping hubs thrive, integrating RMNs with programmatic exchanges could unlock powerful ways to reach consumers directly and effectively.
AI and Automation: The New Frontier
The drive to automate OOH transactions has gained momentum, with advertisers seeking tools that simplify media buying and provide actionable data.
While pDOOH tools have streamlined some aspects of digital inventory purchases, static and guaranteed digital inventory transactions often remain manual and time-consuming.
This is where AI and machine learning (ML) come in.
From backend processes to advanced targeting and measurement, AI promises to eliminate pain points for both media buyers and owners.
For instance, AI tools can provide real-time data on available inventory, automate campaign scheduling, and deliver insights like brand lift or app download metrics—all while freeing up valuable resources for advertisers.
Asia, with its burgeoning tech ecosystems, could see an early adoption of AI-powered tools that bridge the gap between localised campaigns and scalable automation.
pDOOH Tools Get Smarter
Programmatic DOOH (pDOOH) tools matured significantly in 2024, providing advertisers with advanced targeting and measurement capabilities.
Real-time data such as weather conditions or live events can now inform ad placements, allowing for hyper-relevant messaging.
Curated deal packages that bundle data and inventory from multiple media owners also simplify transactions, making campaigns faster to plan and execute.
For brands in Asia, where consumer behaviour is highly dynamic, leveraging these tools can provide a competitive edge.
Whether targeting audiences in bustling city centres or remote tourist destinations, the ability to deliver precise, contextual messaging will redefine campaign performance.
Cross-Regional Campaigns Take Centre Stage
Traditionally, OOH has thrived as a local medium.
However, in 2024, cross-regional campaigns began to rise, fuelled by advancements in pDOOH technology.
Advertisers in travel, tourism, and consumer tech have successfully executed multinational campaigns that adapt creatives to real-time conditions and provide consistent insights across markets.
For brands in Asia, the opportunities are immense.
With its diversity of cultures, languages, and economies, the region is ripe for cross-regional campaigns that balance localised relevance with global consistency.
Collaborating with a strong DOOH supply-side platform (SSP) can help Asian advertisers navigate inventory complexities across geographical markets and deliver cohesive, impactful campaigns.
The Future of OOH: A Bright Horizon
The transformation of OOH in 2024 has laid the foundation for a vibrant future.
With retail media networks evolving, AI revolutionising workflows, and pDOOH unlocking data-driven capabilities, the medium is poised for unprecedented growth.
For brands and agencies in Asia, 2025 offers a chance to lead this revolution by embracing the possibilities of smarter, faster, and more effective OOH campaigns.
