Advertising activity in OOH in 2025.

In 2025, advertising in OOH accounts for a notable share of overall campaign activity — 14% of all campaigns are placed in this channel. This confirms that out-of-home advertising continues to be an important tool for reaching audiences in the physical environment.

Among advertiser categories, retail stands out, accounting for 13% of all OOH activity. Retailers traditionally use outdoor advertising to quickly scale reach, promote offers, and support offline traffic.

However, 87% of activity comes from other categories, which indicates strong diversification among advertisers. Telecommunications companies, entertainment services, medical brands, service companies, and many other market players are actively present in the OOH space.

This balance highlights an important characteristic of OOH: the channel works not only as a mass-reach tool for retail but also as a versatile media platform for multiple sectors of the economy.

Brands use OOH to build awareness, support product launches, reinforce digital campaigns, and maintain a consistent presence in urban environments.

This raises an interesting question: does the dominance of “other categories” mean that the potential of retail in OOH is still far from fully realized?

Data processed by Media Systems