2024 reshaped the advertising landscape, setting the stage for what will be continued transformation in 2025. For advertisers and brands alike, the coming year presents opportunities to update their processes and technologies, ensure they actually understand the latest culture shifts and best take advantage of a changing world.
At AdQuick, we remain steadfast in our mission to empower brands through the world’s best out-of-home (OOH) platform, providing the easiest way to take advantage of this growing market. Here’s a look at the trends we see shaping the industry and why 2025 is poised to be another interesting year for OOH and the advertising industry at large.
1. Social ad fatigue reaches critical mass
The “ad fatigue” tipping point is here. Consumers are growing more adept at ignoring digital clutter, with a Nielsen survey showing over 45% actively tune out social ads (some sources report higher). The solution? Stand out by leaning into mediums where audiences are still engaged. Unblockable, unskippable formats like OOH ads, email and streaming will become an even more vital part of brand playbooks.
2. Privacy ad blocking, and online ad fraud concerns continue
With increasing public skepticism and legislative actions like expanded GDPR frameworks, privacy is the watchword for 2025. Brands are doubling down on first-party data collection built on mutual trust and transparent value exchanges. OOH is immune to things like ad blocking and ad fraud, provides a privacy-friendly way to connect meaningfully with audiences while driving measurable results.
3. The OOH renaissance accelerates
OOH continues its unprecedented growth streak, bolstered by advancements in technology, such as satellite data from MetricOOH and integrated OOH measurement from TransUnion. Expect more brands to experiment with interactive installations, dynamic content driven by real-time data, audience insights from OOH that fuel holistic targeting strategies, and integrations with mobile experiences. However, the basics still win: efficiently securing prime locations and leveraging tools like AdQuick to streamline workflows and create measurable KPI performance will remain the backbone of successful campaigns.
4. AI becomes the backbone of marketing
In 2024, AI was the buzzword; in 2025, it’s the backbone. From campaign ideation to execution, AI is driving efficiencies and creativity alike. For OOH, this means smarter site selection, optimized creative placement, and predictive analytics that give brands a competitive edge.
5. Integrated campaigns win
The era of siloed strategies is long gone. As McKinsey highlights, brands that excel in unified messaging across channels see up to a 98% increase in customer loyalty. OOH is no longer standalone, it’s integrated into the full funnel, serving as a powerful amplifier for digital and in-store business strategies. Expect brands to build campaigns that create seamless cross-channel experiences.
6. Demise of linear TV accelerates
Linear TV’s decline accelerates as streaming platforms continue to dominate consumer habits. Big-budget TV buys will have to go to scaled channels reaching many people, and there just aren’t many other channels which do this in an effective way. With the average person spending more time commuting, going back outside for work, shopping and play, OOH helps fill the engagement gap left by linear TV’s waning influence – next year and well into the future.
7. A new creative renaissance
AI and data might drive strategy, but creativity will always be king. In 2025, great storytelling will emerge as the linchpin of successful campaigns, something we feel never should have fallen by the wayside. This will manifest across ad mediums.
8. Pressure mounts on CMOs
The role of the CMO is evolving, and under scrutiny. Those who fail to modernize their teams with tech-first strategies risk losing ground. Meanwhile, leaders who embrace emerging tools and invest in team upskilling are transforming their departments into growth powerhouses. The pressure on CMOs are being shown through a broader industry trend where major brands are reassessing their agency relationships and taking more capabilities in-house in favor of and facilitated by more diverse, specialized, innovative, and tech-driven solutions. Expect the gap between innovators and laggards to widen.
9. MMM adoption increases
MMM (Marketing Mix Modeling) is gaining popularity over the last few years across various industries, including B2B, digital-only, social gaming, entertainment, and travel sectors. By analyzing historical data, MMM offers a robust framework to evaluate the impact of various marketing strategies on sales and KPIs, making it an increasingly essential tool in today’s complex landscape. We don’t see this slowing down.
2025: year of OOH and beyond
Advertising in 2025 will demand agility, creativity, and a strong grasp of new technologies. For OOH specifically, the landscape has never been more ripe with potential. By embracing innovation, doubling down on integration, and creating campaigns that capture the imagination, brands can seize this golden opportunity.
AdQuick remains committed to being your partner in navigating this exciting frontier. Together, let’s shape the future of advertising one billboard, one city, one story at a time.
