HR in Out of Home
Start Planning Now: Salary Increase Projections in the Out of Home Industry for 2025
by Janea S. McDonald, PhD, PHR, SHRM-CP
janea@edgehrconsulting.com www.edgehrconsulting.com
The Out of Home (OOH) industry, encompassing billboards, transit ads, street furniture, and place-based media, has experienced a dynamic transformation in recent years. As the world continues to recover from the economic impacts of the COVID-19 pandemic, 2025 promises to be a year of notable growth and change within this sector. A key area of interest is the projected salary increases driven by economic factors, technological advancements, and shifting industry trends. Historically, salary increases do not keep up with inflation rates. This discrepancy leads employees to look for new jobs – increasing turnover rates and often leaving employers in the difficult spot of filling positions, which is taking longer than ever these days.
The global economic recovery has been a significant driver of salary projections across various industries, including OOH. The International Monetary Fund (IMF) predicts moderate global economic growth in 2025, which translates into higher advertising budgets and increased demand for skilled professionals in the OOH sector. Companies are expected to invest more in advertising, recognizing the unique benefits of OOH media in reaching diverse audiences. This investment is likely to create more job opportunities and drive up salaries as companies compete for top talent.
Technological advancements continue to revolutionize the OOH industry, with digital OOH (DOOH) leading the charge. The integration of AI, machine learning, and real-time data analytics has made OOH advertising more interactive and measurable. As a result, there is a growing demand for professionals with expertise in these areas. According to industry experts, salaries for roles such as data analysts, digital strategists, and programmatic advertising specialists are expected to see significant increases, with projections suggesting an average salary hike of 5-7% in these tech-driven positions.
Several key trends are shaping the OOH landscape, influencing salary projections for 2025: Sustainability – as environmental concerns become more pressing, there is a push towards sustainable advertising solutions. Professionals with experience in eco-friendly design and sustainable materials are in high demand. Salaries for such roles are expected to increase by 4-6%. Personalization and Targeting – the ability to deliver personalized and targeted advertising messages through OOH is becoming a competitive advantage. Skills in audience segmentation and personalized content creation are highly valued, leading to projected salary increases of 5-8% for professionals in these areas. Integration with Other Media – the seamless integration of OOH with digital and mobile advertising is creating new opportunities for cross-platform campaign management. Professionals adept in multi-channel marketing strategies are expected to see salary increases of 4-6%.
Salary projections also vary by region. In North America and Western Europe, where the OOH market is more mature, salary increases are expected to be more modest, averaging around 3-5%. In contrast, emerging markets in Asia and Latin America are projected to see higher salary growth rates of 6-8%, driven by rapid urbanization and increased advertising spending.
The OOH industry is poised for a year of growth and innovation in 2025. Economic recovery, technological advancements, and evolving industry trends are set to drive salary increases, particularly for professionals with specialized skills in digital and sustainable advertising. As companies continue to recognize the value of OOH media, attracting and retaining top talent will be crucial, leading to competitive salary offerings across the industry. What can you do? Ensure your compensation plan considers internal and external equity by conducting compensation reviews frequently. Need help? Let me know.
Have questions? Contact me for help with your HR-related issues! Does your organization need leadership development? I can help.
Contact Janea at janea@edgehrconsulting.com. Visit www.edgehrconsulting.com
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