DOOH 2025: These innovations will shape the future of outdoor advertising
Digital Out-of-Home (DOOH) remains on course for success in Germany in 2025! According to Nielsen, digital channels already accounted for 43% of gross outdoor advertising sales in 2024 – clear proof of the growing relevance of DOOH. But what is driving this development? Adzine asked leading experts, including our Head of Programmatic & Digital Media Laura Hentschel, about the key trends:
Social hubs and personalization: Matthias Pradl (Airtango Media) highlights how places such as train stations, shopping malls and gyms are becoming “social hubs” through geodata and real-time analytics. Here, personalized content enables a more intensive target group approach.
Geo-intelligence: According to Laura Hentschel (It Works Group), the integration of location and target group data is crucial for the precise and effective management of DOOH campaigns in 2025.
Retail media: For Holger Walsch (Planus Media), DOOH plays a key role at the point of sale. Real-time data such as customer frequency and sales figures can be used to personalize messages and boost buying impulses.
3D advertising: Lukas Flöer (Metads) sees great opportunities in 3D DOOH and AI-supported Dynamic Creative Optimization (DCO). Content can be dynamically adapted and integrated into 3D environments, which significantly increases efficiency and creativity.
Conclusion: DOOH remains a driver of innovation for the advertising landscape. With geo-intelligence, retail media and 3D advertising, DOOH will continue to set new standards in 2025 and offer unique opportunities for brands.
Source: https://www.adzine.de/2025/01/dooh-in-2025-tech-innovationen-geo-intelligenz-retail-media-und-3d/
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