2025: OOH Will Be Green, Technological, Influential and Measurable

by Chico Preto, Chico Preto is CEO and Founder of CHICOOH+, the first OOH/DOOH trading desk operating in Latin America

Next year, 2025, is proving to be a strategic year for OOH media in Brazil, and it is inspiring to see how the sector is evolving to adapt to the demands of an increasingly demanding public. With a calendar full of holidays and events, such as COP 30, there are many opportunities for brands to impact consumers at strategic points throughout the country, strengthening themselves as a green, technological and measurable media that influences purchases and behavior.

One of the most interesting trends I see for 2025 is Retail Media, a strategy that links OOH media to the moment of purchase. This approach allows brands to connect directly with the consumer, personalizing campaigns based on information obtained at the point of sale itself. As well as making communication more effective, it improves the shopping experience and creates opportunities to influence the customer at the exact moment when they are likely to buy products.

Retail Media connects brands with consumers at the point of sale itself, similar to what an influencer does by recommending a product at the right time, inducing a purchase. Just as a well-placed OOH campaign can drive a purchasing decision on the spot, influencers have the power to influence the audience to consider and buy products the instant the recommendation is made.

As I’ve been emphasizing in my conversations throughout the year, we can’t think about the future of outdoor media without prioritizing sustainability. With COP 30 taking place in Brazil, I believe this focus should be even greater. It’s gratifying to see the advance of sustainable practices, such as solar-powered displays and the adoption of public policies that encourage them. We have a responsibility to meet this demand by promoting campaigns that respect the environment.

In addition, programmatic media (DOOH) has been an ally. With advanced metrics and real-time feedback, we can adjust campaigns to make them even more relevant, according to the profile of each audience and regional specificities. Technologies such as augmented reality and interactive panels are also here to stay. These innovations allow campaigns to stand out in an increasingly dynamic market and connect with the particularities of each region.

To ensure that everything is in place, photo checking will be a crucial point in the year ahead. This tool allows brands to confirm the correct installation of their materials and guarantee that the message will be conveyed as planned. It’s a detail that reinforces the credibility and quality of the campaign.

OOH media is positioned to be more than a static display, just like influencers, who seek to build an ongoing relationship of trust with their audience. By creating campaigns that speak the same language as the audience and are strategically positioned, both strategies contribute to strengthening relationships with consumers and generating genuine value for brands.

These elements reflect the convergence between outdoor media and the influencer market, each taking advantage of technology and purpose to become more relevant and integrated into the public’s life.

I see 2025 as a year in which OOH media will continue to evolve, driven by technology and sustainability. By integrating all these expectations, we can make outdoor media an increasingly connected platform.

About CHICOOH+
CHICOOH+ is Brazil’s first trading desk. A partner of advertising agencies, media outlets and brands, CHICOOH+ offers consultancy and new communication solutions in OOH and DOOH media, standing out with market planning and artificial intelligence tools to optimize deliveries. Francisco S. Xavier, an advertising executive known as Chico Preto in the market, with more than 40 years’ experience in outdoor media, created CHICOOH+ to offer consultancy and new communication solutions in OOH and DOOH media. CHICOOH+ website