Looking Ahead: What This Year Holds

Looking back at 2024, OOH had an incredible year, with many of the trends we predicted becoming reality in exciting ways.

Now, as we approach the end of our first month and we are looking ahead to 2025, the evolution of the channel has cemented OOH as a strategic powerhouse for brands driving impact at every stage of the marketing funnel, from big brand moments to performance-driven results. The future has never looked brighter!

Jay Young, Managing Director

In 2025, OOH and experiential channels will collide in a wave of innovation, transforming static ads into immersive brand playgrounds. Think digital billboards reacting to crowd movements or transit ads syncing with nearby installations audiences won’t just watch; they’ll play. As consumers crave unforgettable interactions, physical spaces will become interactive stages where brands tell stories that hit home emotionally and inspire social sharing.

With AR, gesture controls, live events, and smarter data driving hyper-personalised experiences, campaigns will spark connections that ripple far beyond the moment. We’re here to craft these bold, boundary-blurring experiences that captivate, engage, and leave audiences buzzing. 

New York Presbyterian dynamic campaign by Grand Visual
New York Presbyterian

Ben Gardiner, Head of Client Services

2025 is shaping up to be a game-changer for OOH. With TV’s dominance fading, OOH is now the ultimate mass-reach medium—just ask Les Binet! But beyond reach, it’s becoming the most exciting creative playground for brands.

Last year, CGI had its moment, but let’s be honest—it got old fast. Now, the real magic happens in hybrid executions, where physical builds push boundaries before CGI and AR take them even further. Expect mind-blowing mixed reality experiences lighting up our cities and skylines. The future of OOH isn’t just big—it’s immersive, interactive, and absolutely unmissable!

Lenovo OOH Campaign by Grand Visual
Lenovo OOH Campaign

Ric Albert, Executive Creative Director

In 2024, the giant screen revolution kicked off with a bang! From the Outernet to Vegas’ jaw-dropping Sphere, our DOOH canvases went through a serious growth spurt. And it’s only just the beginning! Around the globe, more massive screens are popping up, offering mind-blowing digital environments that pull audiences in like never before.

In 2025, I’m expecting these giant displays to take immersion and engagement to the next level, turning everyday spaces into unforgettable experiences. We’re ready to lead the charge in pushing the boundaries of what these screens can do. Let’s make some noise! 

Mastercard at The cube by Grand Visual
Mastercard at The Cube

Nathelie Meng, Head of Projects

In 2025, project management for DOOH and OOH is all about speed, flexibility, and embracing new tech. Think AI-powered tools that make collaboration a breeze, from instant client feedback to task tracking and real-time updates. Teams will work seamlessly across creative, production, and client sides, boosting efficiency and creativity.

Sustainability is key too, eco-friendly processes and energy-efficient solutions are now a must. Plus, data-driven decisions will ensure campaigns hit the mark, especially with dynamic content. It’s all about staying agile, eco-conscious, and super-smart to deliver standout campaigns that truly connect with audiences.  

Spotify Wrapped Campaign
Spotify Wrapped Campaign

Jon Jones, Creative Technology Director

With AI making huge strides, digital content is everywhere, but the OOH world has a golden opportunity to stand out. Looking ahead in 2025, it’s all about creating real-world experiences that mobile just can’t replicate.

By offering interactive, immersive moments like physical gamification, vending machines, or mobile-friendly billboards, brands can forge stronger connections with their audience. These memorable, hands-on experiences drive engagement and boost recall, turning everyday moments into something special. It’s about taking tech to the streets and creating interactions that stick. 

Quaker Oats Share the Warmth
Quaker Oats Share the Warmth