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Speaking about the trends of 2024, Gulab Patil, Founder & CEO of Lemma, “In 2024, DOOH witnessed a surge in new trends, with brands pushing the boundaries of creativity while embracing both technological and media innovations.”
He added that programmatic advertising continued to expand, with many brands fully utilising its advanced features. At Lemma, he said: “At Lemma, we saw firsthand how these trends gained momentum, with brands using DOOH screens for sequential ads, context-driven ads, real-time weather sync ads, and even time-of-day targeting to tailor their messages.”
He explained that this approach not only enhanced audience attention but also boosted campaign effectiveness, as ads became more relevant to the context in which they were displayed.
Speaking about the trends to be seen in 2025, Gulab Patil said, “Looking ahead, DOOH will play a major role in the omnichannel audience journey, delivering more than just impact—it’ll drive real, meaningful engagement across various touchpoints.”
He also said, “We're also seeing a shift towards better attribution modelling, allowing brands to track DOOH’s influence on their overall marketing efforts more accurately.” He further mentioned, “Sustainability is another key focus, with the industry moving toward energy-efficient screens and eco-friendly materials.”
On retail, Gulab noted, “And in retail, we’re going to see more small-format DOOH screens popping up, creating richer, more interactive shopping experiences that truly connect with consumers.”
He concluded, “Ultimately, these advancements will redefine how brands reach their audiences and build deeper, more personalised relationships leveraging OOH/DOOH.”
