In an insightful conversation with Adgully on the future of the Out-of-Home (OOH) industry, Partho Ghose, CEO, InSync, a specialized division of Tribes Communication, shares his vision for 2025. As a leader at the helm of an innovative agency, Ghose dives into the trends and innovations poised to shape the OOH landscape in the year ahead. From the integration of AI and digital media to the rise of hyper-personalized campaigns and immersive experiences, Ghose outlines how the OOH sector is set to evolve.

He also discusses the opportunities and challenges the industry will face, with a keen eye on the transformative potential of programmatic advertising and the role of technology in crafting smarter, more engaging campaigns. Ghose’s insights provide a glimpse into the exciting possibilities that lie ahead for OOH, positioning 2025 as a pivotal year for the sector.

“Moving forward in 2025, we will see a lot of integration between OOH and Digital media. AI is set to take center stage in OOH activities, enabling smarter, data-driven campaigns. We may also see OOH entering the metaverse, integrating into 3D virtual worlds for immersive brand experiences,” he predicted.

He also saw rise in hyper-personalized campaigns, leveraging real-time data to create tailored interactions that resonate deeply with consumers. These campaigns will engage multiple senses, fostering stronger emotional connections. Generative AI may play a significant role in crafting these innovative experiences.

“Additionally, the industry will embrace a circular OOH economy. From billboards that can be disassembled and reused to campaigns built around recycled materials, waste-free production cycles will set new standards for sustainable and responsible advertising,” he added.

Ghose looks forward to more immersive and engaging campaigns that will resonate with the increasingly mobile and tech-savvy audiences. “In the country, Tier 2 cities, with growing infrastructure and rising incomes, will see OOH dominate the advertising space. Globally, brands are pushing the creative envelope by exploring mediums beyond the billboard to facilitate memorable experiences and change in consumer behavior. We have all the tools - 3D displays, virtual and augmented reality (VR and AR), and AI-driven storytelling to push creative boundaries. Programmatic advertising that enables data-driven, real-time content updates based on weather, traffic, or audience demographics will drive these campaigns if done right. All in all, exciting times lie ahead for the OOH sector and 2025 holds the promise of being a pivotal year,” he added.

Speaking on the headwinds and tailwinds that he foresees in the OOH industry in 2025, Ghose said, “The increased ability to offer measurable, real-time and dynamic content coupled with a seamless blend of online and offline experiences will be the key drivers for the sector. 2023-2024 has seen OOH catapult and transform much beyond the billboard.”

The effects of DOOH can be seen in the changing cityscapes across the country. Pivotal to this transformation is the smart use of technology and it will be interesting to see how brands can change the OOH narrative by making it an integral part of campaigns. For instance, campaigns can be hyper personalized, dynamic and visually appealing with programmatic DOOH, which allows for automated, targeted ad placements based on real-time data. This will be the game-changer for OOH in the coming times.

“However, every growth story is not without its challenges. Factors like inflation that impact operational costs, geopolitical tensions and regulatory challenges will need to be navigated for the industry’s sustained and robust growth,” he concluded.