Out-of-home advertising has evolved over the centuries, from hand-painted signs to the towering billboards we see today. But in 2025, out-of-home is no longer just static. It’s digital, data-driven and more powerful than ever. Welcome to the world of digital out-of-home (DOOH) — a rapidly growing sector redefining how brands connect with consumers in the physical world. And at the forefront of this transformation? Vistar Media.
What is digital out-of-home advertising?
At its core, DOOH is any digital advertising that appears in public spaces. You’ve seen it on towering LED billboards, digital transit signage, mall kiosks, gas station screens and even in ride-share vehicles. Unlike traditional out-of-home (OOH), which relies on static placements, DOOH leverages digital technology to deliver dynamic, real-time and targeted messaging to audiences on the go.
Think of it as the intersection of real-world visibility and digital intelligence — a space where brands can reach consumers at just the right moment with just the right message.
How does DOOH work?
At its core, digital out-of-home (DOOH) is simply the digital evolution of traditional OOH advertising. Unlike static billboards, DOOH uses digital screens that allow for more flexibility, faster deployment and creative adaptability. Instead of relying on a single printed design for the duration of a campaign, advertisers can update messaging instantly—switching creatives based on time of day, audience patterns or even live events. Many DOOH placements also support motion graphics, further enhancing engagement in a way static billboards cannot.
Just like traditional OOH, DOOH campaigns can be purchased directly from media owners, allowing advertisers to secure premium placements in high-traffic locations. However, where DOOH truly transforms advertising strategy is through programmatic technology, which makes buying, optimizing, and scaling campaigns even more efficient.
How programmatic DOOH takes campaigns further
Programmatic DOOH automates the buying, targeting, and delivery of digital billboard ads, allowing advertisers to manage placements across multiple screens in real time. This technology eliminates the need for manual negotiations, streamlines campaign execution and ensures ads reach the right audience at the right moment.
Here’s how the key players fit into the programmatic ecosystem:
- Media owners operate the digital screens and sell available ad inventory.
- Supply-side platforms (SSPs) enable media owners to make their inventory available for programmatic buying.
- Demand-side platforms (DSPs) allow advertisers to bid on and purchase DOOH placements based on targeting parameters.
- Ad servers manage and deliver the ad content across multiple locations.
- Content management systems (CMS) handle scheduling and display logic for what appears on the screen.
At Vistar Media, we power this entire process, offering a leading SSP for media owners and a top-tier DSP for advertisers, making DOOH advertising more efficient, measurable, and scalable than ever before. Whether buying direct or leveraging programmatic capabilities, Vistar’s technology simplifies campaign management, helping brands activate smarter, more impactful DOOH strategies.
Why does DOOH matter more than ever in 2025?
1. DOOH is data-powered and smarter than ever
Gone are the days of one-size-fits-all billboards. In 2025, DOOH is hyper-targeted, using real-time data to serve the right ad to the right people at the right time.
Brands can leverage:
- Location-based consumer data to target high-traffic areas with localized ads
- Weather triggers to adjust messaging (e.g., sunscreen ads on sunny days, coffee promotions when it’s cold)
- Time-of-day scheduling to optimize engagement
- Audience movement data to target consumers based on foot traffic trends
With AI-driven optimizations, DOOH campaigns are no longer just awareness plays — they’re strategic, measurable and performance-driven. Vistar Media’s campaign dashboard gives you real-time serves and impression counts, and we partner with some of the time measurement partners out there for reliable analytics on anything from brand lift studies to a campaign's influence on online purchases.
2. DOOH and mobile work together seamlessly
The smartphone era has transformed how people engage with ads. DOOH doesn’t compete with mobile advertising — it enhances it in a privacy-safe way that complements mobile integration. In 2025, cross-channel integration is key.
Brands can:
- Retarget mobile users who have been exposed to DOOH ads
- Use geofencing to drive foot traffic after someone sees an ad
- Create QR-code-enabled experiences for instant engagement
DOOH acts as the ultimate bridge between online and offline consumer touchpoints. In fact, consumers are more likely to engage with mobile ads after seeing a DOOH ad first.
3. Programmatic DOOH makes buying easier and more flexible
Traditionally, out-of-home advertising required long-term contracts and upfront negotiations. Not anymore.
In 2025, programmatic DOOH allows brands to purchase ad space in real-time, just like digital display ads. This means:
- Dynamic ad placement based on audience behaviors
- Automated buying with real-time bidding
- Immediate campaign adjustments to optimize performance
This agility gives advertisers the same level of control they expect from digital advertising—only now, in the physical world. According to eMarketer, programmatic marketing spending is expected to reach $180 billion in the U.S. alone by 2025, proving its rapid growth and adoption. Vistar Media’s programmatic solutions make it easier than ever for brands to activate DOOH campaigns at scale.
4. DOOH is brand-safe and ad-block-proof
With increasing concerns over ad fraud, cookie deprecation and digital clutter, brands are turning to DOOH as a trusted, high-impact medium. Unlike online ads, DOOH is unskippable, unblockable and free from fraudulent impressions.
Plus, it delivers premium brand-safe environments through programs like Vistar Verify where advertisers don’t have to worry about their messages appearing next to questionable content. In an era of digital uncertainty, DOOH offers reliability.
5. DOOH drives real-world action
Advertising isn’t just about impressions — it’s about outcomes. DOOH’s ability to drive consumer action is what makes it a standout in 2025.
Studies show that:
- DOOH campaigns increase purchase intent by 17% compared to static OOH.
- DOOH drives foot traffic, with measurable lift in store visits.
- Integration with online channels boosts engagement, making DOOH an amplifier for digital campaigns.
From last-minute retail decisions to brand awareness at scale, DOOH delivers tangible results.
6. DOOH is redefining retail media
Retail media has traditionally been associated with e-commerce and online marketplaces, but in 2025, DOOH is emerging as a key player in the retail media landscape. As brick-and-mortar retailers look to compete with digital-first brands, DOOH provides a powerful way to engage shoppers in physical environments.
Brands can leverage DOOH within retail spaces and near points of purchase to:
- Influence buying decisions when consumers are already in a purchasing mindset
- Deliver personalized, location-based messaging within stores or shopping districts
- Create seamless connections between digital promotions and in-store experiences
With retail media projected to reach over $100 billion globally in the coming years, DOOH is uniquely positioned to bridge the gap between online and offline retail advertising. By integrating DOOH into their retail media strategies, brands can drive in-store sales while maintaining the targeting precision and flexibility of digital advertising.
Why brands should partner with Vistar Media for DOOH in 2025
If you’re an advertiser looking for high-impact, brand-safe advertising, smart, data-driven targeting and seamless integration with digital and mobile campaigns, then Vistar Media is your go-to partner for DOOH success.
With industry-leading technology, unrivaled data capabilities and a programmatic-first approach, Vistar Media helps brands and media owners confidently navigate the evolving DOOH landscape.
Ready to take your advertising to the next level? Contact Vistar Media today to explore how programmatic DOOH can elevate your brand’s impact in 2025 and beyond.
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