Industrial indicators of the growth of the outdoor advertising market – DOOH in 2024 and 2025

The realm of outdoor advertising isn’t merely evolving; it’s undergoing a metamorphosis, reshaping how advertisers in our ever-connected public. As we step into this new age, DOOH emerges as a trailblazer, fusing innovation with imagination in the advertising landscape.

Revitalizing public spaces through DOOH innovations

Over the past decade, fueled by continuous enhancements in digital signage software and hardware, along with the widespread adoption of cutting-edge video wall technology, the DOOH environment has gained dynamism and interactivity.

 

These technological strides have amplified the reach and impact of advertising campaigns, empowering advertisers to precisely target and engage diverse audiences.


At the heart of this transformative journey lies the seamless integration of video management systems, orchestrating a network of screens that dynamically adapt content to real-time fluctuations in human traffic and engagement.

 

But that’s not all—DOOH networks, armed with sensors and AI wizardry, elevate advertising to an art form. They meticulously tailor content to specific contexts, creating a personalized experience that resonates with each passerby.


The rapid pace of technological evolution propels us forward, reshaping the advertising landscape. Let’s delve into the factors fueling this metamorphosis:


1. Signage software advancements: Cutting-edge software streamlines content creation, distribution, empowering advertisers to weave their narratives effortlessly.


2. Centralized video management systems: These command centers orchestrate the symphony of screens, ensuring a harmonious blend of visuals that captivate audiences.


3. Innovations in DOOH networks: Think of them as the architects of the digital cityscape. They infuse life into billboards, transit hubs, and public squares, turning mundane spaces into canvases of creativity.


4. Display solutions: From led billboards to interactive kiosks, these solutions redefine how we perceive advertising. They beckon, engage, and leave an indelible mark.


In this era of imagination and innovation, DOOH stands tall—a beacon guiding us toward a future where every pixel tells a story, and every passerby becomes part of the narrative.


Leading the way in interaction

Moreover, the continuous enhancement of targeted advertising methods are demonstrating their paramount importance. Leveraging data analysis and AI, platforms can deliver contextually relevant messages that forge deep connections with viewers.

 

This not only enhances campaign effectiveness but also positions DOOH at the forefront of the digital advertising landscape.


Targeted advertising placement

Advanced DOOH technology can analyze user information in time allowing for personalized advertisements targeted at specific audiences.


Boost brand visibility; Digital signs and ad screens are powerful tools for enhancing brand visibility in public areas.


Expand reach; Utilizing DOOH networks enables brands to expand their presence without incurring costs.


Encourage purchases; The interactive features of DOOH can guide consumers directly towards making purchases.


Modern outdoor advertising surpasses billboards by integrating technologies such, as signage software and video wall software to create visually appealing presentations and engaging campaigns.

 

The latest DOOH solutions include signage players and centralized video management systems that improve content management and ensure updates.


Cutting-edge technologies in digital out-of-home (DOOH)

The software employed in DOOH and video walls harnesses cutting-edge technologies such as tracking data and facial recognition.

 

These innovations enable the delivery of personalized advertising content, finely tailored to the age, gender, and unique characteristics of potential consumers.


Harmonizing DOOH with advertising

As DOOH platforms expand their reach, effective management of advertising inventory becomes paramount. Programmatic solutions step onto the stage, orchestrating real-time auctions and ad space sales.

 

This delicate dance ensures a delicate balance between supply and demand. While akin to traditional advertising practices, this approach opens new vistas for advertisers and publishers alike.


Integration with artificial intelligence

One of the key innovations in the DOOH field is the use of artificial intelligence for targeting optimization. AI can analyze large volumes of real-time consumer behavior data, allowing advertisers to provide highly personalized content.

 

This includes identifying emotional states of people, their age groups, and other socio-demographic parameters passing by digital signage.


Advision’s role in shaping DOOH’s future

Within this dynamic ecosystem, companies like Advision are instrumental. By contributing innovative technological solutions, Advision plays a vital role in enhancing the digital infrastructure necessary for DOOH to thrive.

 

Their efforts help to expand Ukraine’s DOOH capabilities, ensuring that the nation is in step with global trends and continues to attract international interest in its burgeoning digital advertising markets.


Augmented reality and interactivity

Another innovation is the use of augmented reality (AR) in DOOH. AR technology enables interactive advertising campaigns where users can interact with advertisements through their smartphones or even directly through signage.

 

This approach not only increases audience engagement but also significantly enhances brand recall among consumers.


Utilizing social media data

Modern DOOH software can integrate data from social media to enhance targeting, allowing advertisers to reach an audience that has already shown interest in similar products or services online.

 

This approach enables the creation of more targeted and effective advertising campaigns.


Statistics of DOOH popularity growth in 2024


Throughout 2024, the DOOH industry demonstrated significant growth. According to analytical agencies, the global DOOH market grew by 14% compared to the previous year.

 

Particularly impressive were the indicators in developed countries, where the adoption rate of new technologies in outdoor advertising is higher.

 

For example, the USA and Europe witnessed an increase of 17%, indicating active implementation of innovations and heightened interest in digital advertising solutions.


The DOOH market in Ukraine also showed positive dynamics, with a growth of 12%, indicating increased investments in digital signage and greater interest from advertisers in this form of promotion.

 

These data indicate a steady increase in demand for DOOH, driven by innovations and technological advancements in the sector.


Future of DOOH in 2025

In 2025, further market growth for DOOH is expected, along with even closer integration with digital technologies and artificial intelligence.

 

Advertising screens are becoming increasingly interactive, and DOOH display solutions include advanced capabilities for implementing creative and effective advertising campaigns and personalized communications.

 

The development of DOOH networks and the improvement of data transmission technologies ensure seamless and high-quality playback of advertising content.


According to a report by data bridge market research, the digital signage software market in Europe and the USA is projected to grow at a compound annual growth rate (CAGR) of 11.3% from 2024 to 2025.

 

Ukraine, following global trends, actively participates in this process, adapting cutting-edge DOOH solutions to create effective and impressive advertising campaigns.

 

This creates new opportunities for businesses, enhancing interaction with customers and improving brand recognition.


Market growth is driven by increased use of digital technologies in various industries such as retail, healthcare, education, and transportation.


Concluding insights on the evolution of DOOH

As we witness the unfolding landscape of digital out of home advertising both in Ukraine and globally, it becomes clear that this sector is not merely changing—it’s leaping forward.

 

Driven by the relentless infusion of cutting-edge technologies and sophisticated software solutions, the DOOH market is reshaping the way advertisers connect within the contemporary media culture.



Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

 

Contact us, and we will help you implement the most modern technologies to solve your problems!

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