However, with technological advancements, advertising agencies have started introducing innovative solutions that have significantly transformed traditional advertising methods. Innovations in outdoor advertising include areas such as augmented reality, digital displays, interactive screens, sensors and analytics, as well as eco-friendly materials. In this article, we will explore how these technological advancements are impacting outdoor advertising and how they help brands become more noticeable and effective in the upcoming year, 2025.  

Software for digital signage plays a key role in modern advertising campaigns, enabling real-time customization and updates of on-screen content. This is especially important for the efficient use of advertising technologies based on programmatic DOOH (digital out-of-home advertising with programmatic management) or pDOOH. Thanks to these innovations, brands can automatically adapt advertisements based on location, time of day, and audience profile.  

Augmented reality in outdoor advertising

Augmented reality (AR) is a technology that overlays virtual elements onto real-world images. In outdoor advertising, AR is used to create unique and interactive campaigns. This technology allows consumers to engage with advertisements via smartphones or specialized devices, significantly increasing audience engagement.  

An example of AR in outdoor advertising

One striking example of augmented reality use was a campaign by Pepsi in 2024, which offered consumers in New York interactive billboards with AR elements. When viewed through a smartphone, 3D animated brand-related elements appeared on the screens, such as virtual characters or “living” Pepsi bottles. This solution captured attention, created a unique user experience, and, in turn, boosted engagement and interest in the product.  

Advantages of AR in outdoor advertising

– Interactivity: Enables consumers to become participants in the advertisement, significantly increasing the likelihood of being remembered.

– Engagement: AR technology creates unique user experiences, which helps enhance brand loyalty.
  

– Innovativeness: Brands using AR are perceived as technologically advanced and progressive.  

Digital outdoor advertising: Innovations in screens and displays

Digital display and video wall technologies open new possibilities for outdoor advertising. They allow for dynamic video content, real-time updates, and content adaptation to specific conditions, such as weather or time of day. Digital signage and screens have become vital tools for brands, enabling advertising campaigns to be more flexible and effective.  

Example of digital display usage

Samsung installed digital signage in Ukraine that automatically adapted to the time of day. In the morning, the displays showed ads related to coffee and quick breakfasts, during the day — business lunches, and in the evening — entertainment and leisure offers. This significantly increased the relevance and effectiveness of the advertisements.  

Advantages of digital displays  

– Adaptability: The ability to change content based on the time of day, weather, or audience behavior.

– Flexibility: Easy modification and updating of advertising materials without replacing physical media, thanks to digital signage players.
 

– High appeal: Bright and dynamic visuals attract the attention of passersby.  

Interactive screens and touch panels

Touch screens and panels are becoming an essential part of digital outdoor advertising. These devices allow users to interact directly with advertisements, for instance, to obtain additional product information, participate in promotions, or even make purchases. Interactivity makes outdoor advertising not only informative but also engaging, significantly boosting its effectiveness. With video wall software and digital signage players, brands can easily and quickly customize interactive content, enhancing audience engagement and satisfaction.  

Advantages of interactive screens for advertising

Personalization: DOOH (Digital Out of Home) screen advertising can be tailored to individual user interests, making it more appealing. 

Engagement: Users can actively participate in choosing products or services, increasing the likelihood of purchase. 

Innovation: Using DOOH software helps shape a brand’s image as modern and forward-thinking.  

Sensors and analytics in DOOH advertising  

Innovations in sensor technology and analytics also play a key role in advancing video advertising on outdoor screens. Sensors installed on advertising displays can collect crucial audience data — gender, age, mood, and behavior. This information enables targeted advertising, displaying the most relevant and personalized messages.  

Example of sensor usage

Nestlé used sensors in its advertising campaign for targeting purposes. The sensors identified the gender and age of passersby and displayed relevant ads accordingly. For example, women were shown ads for health and beauty products, while men saw promotions related to an active lifestyle and sports nutrition. This approach increased the relevance of video ads and improved their effectiveness.  

Advantages of sensor usage

– Personalization: Advertising becomes more targeted and relevant for each consumer. 

– Increased conversion: Accurate targeting of the audience raises the likelihood of responses and purchases.  

– Measurability: Sensors help collect data on DOOH advertising effectiveness, enabling swift campaign adjustments.  

Eco-friendly materials and sustainability in outdoor advertising

With the growing focus on environmental issues, DOOH networks are also adapting to societal demands. The use of eco-friendly materials, such as recycled plastics, biodegradable paints, and sustainable components, helps brands reduce their carbon footprint and demonstrate social responsibility.  

Example of eco-friendly material usage

In 2022, Coca-Cola began using billboards made from recycled plastic bottles and environmentally friendly materials in its outdoor advertising. These structures not only reduced environmental impact but also aligned with the company’s global strategy for nature conservation. The campaign attracted public attention and reinforced the brand’s image as eco-conscious.  

Advantages of eco-friendly materials

– Sustainability: Using such materials supports the environmental protection movement.

– Positive brand image: Ecological responsibility helps earn consumer trust and loyalty.

– Reduced carbon footprint: Recycled and biodegradable materials minimize negative environmental impact.  

The future of outdoor advertising: New horizons and opportunities

As technology evolves, outdoor advertising is becoming increasingly interactive, personalized, and eco-friendly. In the future, technologies like augmented reality, digital displays, and sensors are expected to advance further, opening new opportunities for brands. Advertising will not only attract attention but also create unique, personalized experiences, enhancing its effectiveness and relevance.  

Conclusion

Innovations in advertising technologies are transforming how brands interact with audiences. Developments such as digital displays, interactive screens, sensors, and eco-friendly materials expand the potential of advertising campaigns, making them more personalized and responsible. Centralized video management systems provide new ways to capture attention and build stronger connections with audiences, contributing to brand success.  

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

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