OOH trends to keep an eye on until December & who knows 2025?

As communication professionals, more than our work well done, we need to be aware of the market, other players, innovations and, above all, the public. Advertising Week is the main event for marketing and advertising professionals aligned with creative technology. This year, the theme of OOH gained more space and revealed several industry trends for 2024. As a player in this industry, we are always looking and trying to replicate this for our Brazilian context.

Generative artificial intelligence
The OOH industry is undergoing a remarkable shift through the adoption of AI, which simplifies the creation of engaging brand experiences by reshaping consumer interactions with campaigns.

This technology is not just a fad and is already making advertising more accurate, personalized and efficient.

Generative AI can automate campaign planning by identifying the optimal formats and channels to reach the desired audience.In addition, it facilitates the rapid analysis of available consumer data, helping to build drive models.

AI can also drive programmatic Digital Out Of Home (pDOOH) through hyper-location, tailoring messages to specific regions, and responding in real time.

We serve clients throughout the country and, in our wanderings, I could see that, from North to South, in all five regions, the answer is unanimous: artificial intelligence is here to stay. 

OOH throughout the funnel
OOH advertising is transcending its traditional role as a driver of brand popularity. Now it is a dynamic option capable of engaging customers across the marketing funnel.This becomes crucial as brand KPIs continue to rise and customers ask for their OOH investments to be measured in true results. 

Brand experiences
In 2024, customers are looking for authentic experiences that go beyond traditional digital advertising, demonstrating the true potential of OOH, which provides an excellent opportunity for brands to access a wide variety of experiences and entertainment that media has to offer.

Recently, we inaugurated the first digital fingers in Brazil at Santos Dumont Airport in Rio de Janeiro, prioritizing this Brand Experience & FEEDBACK model and the feedbacks have been positive. 

ESG Agenda
The OOH industry is changing in response to growing consumer concern for sustainability. Brands are aligning their discourses with environmental initiatives, using eco-friendly materials, LED lighting and solar energy.The blend of eco-friendly elements in OOH campaigns not only contributes to environmental preservation, but also strengthens links with consumers who increasingly advocate for sustainable values.