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Speaking about the trends that dominated 2024, Vaishal Dalal, Co-founder and Director at Excellent Publicity, said, “In 2024, OOH and experiential marketing dramatically evolved. DOOH, along with its attendant programmatic capabilities, has dominated the trend, along with AI and data analytics used for real-time targeting and location-based targeting to better connect campaigns. The growth has also increased the focus on hyper-local advertising by regional brands. Experiential marketing, in this context, is moving towards immersive brand experiences, combining AR/VR technologies with on-ground activities to deliver personalized experiences. With this, the outdoor industry also adapted to the trend of collaborations where one brand collaborated with another brand to create an impactful campaign. Hoardings inspired by meme culture have also been advertisers’ go-to strategy to catch the audience’s attention. Advertisers have also started giving QR codes in the billboards which the audience can scan and see the ad on their smartphones. In this regard, the year has underlined the integration of technology and creativity: from static messaging to a story-driven campaign that drives engagement and impact.”
Elaborating on the trends he expects in 2025, he said, “2025 will witness AI at the forefront of OOH marketing, providing unprecedented insights into consumer behavior. AI-based predictive analytics will enable brands to predict audience preferences, and ad content can be optimized in real-time. For instance, digital billboards can adapt based on weather, traffic conditions, or even live events, thereby being relevant. This will enable advertisers to move beyond demographic targeting to truly contextual advertising, where campaigns resonate with the audience's immediate environment and mindset. Moreover, with advanced measurement tools, brands will be able to analyse how many and who have seen the particular billboard, which, in turn, will assist brands in perfecting their targeting.”
“Furthermore,” he continued, “sustainability will not be something that is added on anymore. When brands invest in solar-powered billboards, sustainability becomes a staple of 2025 plans. In addition, as long as campaigns are being marketed through green initiatives or the active involvement of causes, they will be aligned with environmentally friendly messaging. Consumers are beginning to choose the brands that best represent their values; therefore, sustainability is no longer just an issue of conscience but an issue of necessity for securing long-term loyalty.”
He added, “The line of demarcation between OOH and experiential marketing will blur completely in 2025, with hybrid campaigns merging the digital and physical worlds. Augmented reality and virtual reality would be integrated into the traditional means of OOH, hence turning static billboards into interactive experiences. Imagine scanning a QR code on an OOH display to enter a virtual brand universe or participating in live gamified events broadcast through digital screens. These campaigns will not only capture attention but also encourage active audience participation, creating unforgettable experiences that drive deeper emotional connections with brands.”
