The Evolution of OOH: Why Interactive Advertising Is Winning

Market Overview

Out-of-Home (OOH) advertising is experiencing strong global growth, driven by rapid urbanisation, digital transformation, and better audience targeting.

Brands are increasingly turning to digital displays to reach consumers on the move with more dynamic, relevant, and measurable campaigns.

The Shift to Interactive & Experiential Advertising

Today’s consumers expect immersive, personalised experiences that blend the digital and physical worlds. This expectation fuels the rise of experiential marketing where engagement, emotion, and memorability matter more than just passive exposure.

3 Key Performance Insights:

• 46% of consumers search for a brand after seeing an OOH ad, and 26% visit the brand’s website.
• Combining classic + digital OOH significantly boosts recall and campaign effectiveness.
• 1 in 4 people visit a brand’s website after viewing an OOH placement, showing strong influence across the purchase funnel.

Digital OOH (DOOH) continues to take the lead:

• 66% of all OOH ad spend now goes to DOOH (up from 65% in 2023).
• 76% of consumers take action after seeing a DOOH ad – from visiting a website to making a purchase.
• 73% of consumers view DOOH positively, higher than TV, social, or online video.

Why Interactive Advertising Terminals Are the Future

The industry is clearly shifting toward engagement-driven, data-rich, and interactive formats. This is exactly where Lovitlocal excels. Our touchscreen advertising terminals:

• Capture attention through eye catching, engaging touch-based adverts.
• Enable real-time targeted interaction and data collection.
• Seamlessly connect online and offline experiences to drive measurable actions.
• Position your brand as a leader in tech-enabled, experiential OOH advertising.