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OOH advertising is a powerful social media amplifier; 47% of consumers search for social media handles featured on OOH ads, and 40% share related content online (see chart). This cross-channel integration makes OOH a critical element in modern omnichannel strategies. Our take: OOH advertising is no longer just an awareness play.

In 2025, retailers must prioritize data-driven measurement, seamless online-to-store experiences, and programmatic out-of-home (OOH) advertising. Seeking heightened measurement has nearly half of marketers emphasizing attribution, making actionable insights crucial. Meanwhile, bridging digital and physical shopping and leveraging real-time OOH campaigns can help retailers stay competitive. Here are three areas retailers should prioritize in 2025, according to industry experts.

OOH has proven effective, with research showing that 76% of consumers take action after seeing an OOH ad. And OOH advertising serves as a crucial social media amplifier, with 47% of consumers searching for social media channels featured on OOH ads. Still, while investment in TV advertising is declining, its relevance isn鈥檛.

EV charging stations are also valuable real estate for out-of-home (OOH) ads, given the ability to geotarget consumers as well as an abundance of screens on which to show ads. Will it work? The diner鈥檚 launch鈥攁nd the accompanying wave of press and social media posts鈥攃ould help reset consumers鈥� perceptions of the Tesla brand at a particularly tumultuous time for the company.

For networks from airlines and rideshare apps, out-of-home ads could be a potential growth area with captive audiences, so long as the ads don鈥檛 make the travel experience more miserable than it needs to be. But channels where consumers don鈥檛 typically spend a ton of time, like credit card apps, could struggle to deliver ads, and may have to partner with social media or streaming networks.

Out of Home Advertising Association of America (OAAA). Place Exchange. Proximic. The Harris Poll.

He also suggested that as AI becomes more prevalent in digital channels, brands may increase investment in channels where they can reach actual humans, such as connected TV, out-of-home advertising, and influencer marketing. The bottom line: Rather than reducing overall ad spending, AI efficiencies are likely to change how and where advertising dollars are allocated.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.

Frida, a baby and maternal care brand, ranked third with its "Uncensored" campaign featuring pixelated out-of-home ads hinting at explicit content while casting real women for videos about stigmatized postpartum health topics. "I found them legitimately daring in a world that deprioritizes or stigmatizes women's health," Lebow said. Unexpected collaborations create buzz.

OOH ads don鈥檛 just live on the streets anymore鈥攖hey鈥檙e made to be shared. 鈥淭he ability to share on social has really increased the value of out-of-home,鈥� said Carrie Drinkwater, chief investment officer at Carat.