Why 2025 is the year of outdoor advertising
Outdoor Advertising? Absolutely. While many digital channels are stagnating or even declining, outdoor advertising is thriving in 2025. The digital out of home segment in particular is growing rapidly and catching even seasoned marketers by surprise. In this article, we explore how the advertising landscape is shifting, why large-format posters and DOOH are among the biggest winners, and what that means for your media planning. A look at the latest Nielsen data from April 2025 provides clarity.
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OOH market in 2025 at a glance
The advertising market in 2025 at a glance
According to Nielsen, gross advertising spending between January and April 2025 reached approximately 10.81 billion euros. That marks a modest increase of 1.3 percent compared to the previous year. But this figure masks the real dynamics of the media mix. While some channels are losing ground, others are gaining significantly.
The most noticeable drop is in online advertising, which is down 5.3 percent. Television advertising is also slightly declining. In contrast, out of home is growing strongly, with an increase of 15.2 percent compared to the same period last year.
Medium | Change from 2024 |
Online | –5.3% |
TV | –1.2% |
+3.4% | |
Radio | +6.3% |
Cinema | +9.6% |
Out of Home | +15.2% |
This shift makes one thing clear. Brands are searching for new ways to stay visible and they are finding them in public spaces.
Out of home delivers: Reach. Presence. Reliability.
Out of home generated a gross revenue of 1.04 billion euros in the first quarter of 2025. This includes traditional posters as well as advertising on public transport, in train stations, at shopping centers, and in recreational areas.
One key reason for this strong growth is visibility in real life. Especially in times of ad blockers, declining attention online, and increasing privacy concerns, out of home offers a reliable and tangible presence.
Digital Out of Home (DOOH): Leading the way
The growth of digital out of home is particularly noteworthy. With a revenue increase of 31.5 percent, DOOH is the fastest-growing segment in the media mix. Digital formats now account for 46.5 percent of all out of home revenue and the trend continues to rise.
Share of OOH in 2025 | Revenue |
DOOH | 482 million € |
Analog | 511 million € |
DOOH offers flexibility. Content can be scheduled and localized with precision. This allows for time-sensitive messaging, responses to current events, and location-based targeting in real time. At the same time, it retains the strong visual impact of traditional outdoor advertising.
Large-format posters remain a powerful statement
Traditional formats are also proving their value. Large-scale posters are seeing a revenue increase of 27.6 percent in 2025. They are ideal for bold brand messaging and are especially effective in urban areas with heavy traffic.
Their advantage is clear. Large posters are impossible to miss. When combined with digital formats, they create a highly effective advertising presence that is bold, eye-catching, and brand-driven.
Speaking of large posters, it is almost that time again: IFA 2025 is coming to Berlin! One of the world’s leading trade shows for technology and innovation. If you want your brand to stand out at IFA, now is the time to secure your advertising space.
The large-format poster on the façade of the IBIS Hotel, directly opposite the main entrance to the fairgrounds, is a premium opportunity. This location offers exclusive visibility and maximum attention for your campaign.
If you want to send a strong message to trade visitors, industry professionals, and the Berlin public, this is the space to use.
Strategic planning for visibility
The current developments show clearly that out of home advertising is not only stable but also highly dynamic. It combines reach, relevance, and presence like no other medium. At a time when online channels are losing impact, out of home can generate new attention, whether local, national, digital, or analog.
Those who plan early benefit from the best locations and the most effective combinations of large posters and DOOH screens.
Your campaign: Consulting, booking, and execution from a single source
Looking to make an impact with outdoor advertising? Whether in large format, like a giant poster, or digital, we help you find the perfect space for your message.
WTM Outdoor Advertising is your partner for national and international campaigns.
From strategy and selection to booking and implementation, we offer everything from one source.
Feel free to contact me, Celine, for a personal consultation:
Phone: +49 (0) 30 22 45 89 97
Email: celine@wtm-outdoor.com
