Outdoor advertising has been around since the 1800s – hardly surprising when we consider the benefits. Outdoor ads grab attention. They’re memorable. And your audience can’t skip them.
And while the humble billboard may have gotten a glow-up in the last century, the benefits remain the same.
Just check out these numbers:
- 71% of consumers regularly look at messages on roadside billboards
- 26% of people have visited a brand’s website as a direct response to seeing an OOH ad
- 56% of customers talk about funny billboards or OOH ads they see
If you’re a marketer, agency creative, or just a fan of great ads, keep reading. I’m breaking down five red-hot outdoor marketing trends that are making me go OOH in 2025.
Trend one: Mistake marketing
Coors Light got some early buzz around their Super Bowl campaign after they put up a billboard in Times Square with a typo on it.
The billboard read “Mountain cold refershment”, instead of “refreshment”.
Coors came out immediately to apologize for the typo, stating they “must have had a case of the Mondays”.
Hey, mistakes happen, right? Maybe not.
Coors then announced that it has a limited edition case of beer that says “A case of the Mondays” on it. I smell a stunt.
The whole campaign is based on the idea that the Monday after the Super Bowl is the worst one of the year. The billboard was actually just one of multiple activations in the campaign. There’s also a little handle that you can pop a Coors Light into and use as an ice-cold roller to freshen up your tired skin the day after the Super Bowl.
Founder of BVM and supergoods, Brent Vrdoljak, calls this new trend “mistake marketing”. And he predicts more brands will follow suit in 2025.
Why it works
We love it when brands show their human side.
Interesting side note: This campaign didn’t do super well on social media, except for a breakdown post made by Mischief @ No Fixed Address (the agency partner). The organic post got over a million views and could be the start of a new trend of agencies doing seemingly neutral breakdowns of their work.
Supercharge your marketing reviews
Share content, get feedback, and manage approvals with Filestage.
Trend two: Integrated campaigns
Skincare brand Kiehl’s recently launched its first Alpine campaign in the Austrian Alps to celebrate its Ultra Cream range.
I find this campaign exciting because of the mix of traditional OOH, experiential activations, and a stellar influencer strategy.
Here’s how Kiehl’s stole the show:
- Two OOH billboards strategically placed at peak traffic zones
- One lift line with posters to grab the attention of skiers as they wait
- A pop-up offering skiers a complimentary skin analysis, personalized product recommendations, and free samples
- A three-day influencer takeover – featuring authentic, behind-the-scenes content
Why it works
This outdoor marketing strategy is cool. Pun intended. Kiehl’s created a perfect blend of activations, including experiential pop-ups to build an emotional connection and targeted OOH billboards to build awareness. The influencers give the campaign credibility.
But for me, it works because Kiehl’s chose its target audience carefully. Targeting affluent, adventure-loving skiers is a wise choice for the premium skincare brand.
Trend three: Playing with infrastructure
KFC has given us some memorable OOH moments in recent years (remember the FCK ad?). But this one is really out of the box. Or should I say out of the bucket?
The fast-food chain recently partnered with TBWA\RAAD for its disruptive campaign, known as “KFC out-doors”.
So what’s it all about?
KFC is now open 24/7. So, it decided to celebrate its new round-the-clock service by literally removing the doors from its restaurants. But that’s not all.
It has turned those doors into OOH installations with fun messages like “Who needs doors when you never close?”
I really love the addition of QR codes giving directions to the latest KFC restaurant. In fact, I can’t think of a more ingenious way to promote its open-door policy than with its literal doors.
Why it works
Listen, stunts work. They generate buzz and get people talking about your brand. But there needs to be a statement behind the stunt. A message. Something meaningful.
I think KFC does that by reminding people that when they say “we’re always open”, they really mean it.
We’re going to see more guerilla marketing activations like this, playing with infrastructure and breaking patterns.
Trend four: Interactive transit ads
Outdoor advertising has one main goal: to tell a story right away. Bonus points if your ad actually stops people in their tracks. I love OOH campaigns for precisely this reason. The opportunity for creativity is ripe.
So naturally, I am obsessed with this Sunsilk transit ad.
Sunsilk wanted to tell a simple story – its product makes your hair strong. So strong that it can pull a 1200kg car. To tell this story, the brand took a tow truck and replaced the tow cable with a braid of hair. The braid attached to the image of a woman so it looked like her hair was pulling the truck.
Why it works
It’s fun. It tells a story. It shows the value of the product right away. And I will definitely remember this ad.
Trend five: Eco-friendly installations
Britannia is one of India’s most well-known FMCG companies, and it’s committed to sustainability. Its latest “Nature Shapes Britannia” campaign is a stroke of genius.
LED billboards can be an eye-sore, destroying the natural beauty of the surroundings. So Britannia decided to adapt to nature.
The billboards take the shape of the trees around them, communicating the company’s message of sustainability. Each billboard is completely different, shaped by the tree it shares the space with.
Why it works
It’s intentional. This OOH campaign wasn’t easy to create. It involved boots-on-the-ground research to find the right locations, and this level of care makes the brand feel authentic.
A lot of brands talk about their commitment to sustainability, but their actions say something different. Britannia has the goods to back it up. The FMCG company is committed to sustainable practices and reflects those values by literally partnering with nature. This is a fantastic example of a brand stand done right.
How to review OOH assets in six steps
The advantages of outdoor advertising are clear. But this type of marketing requires a sizeable time and financial investment. Unless you’re following in the footsteps of Coors and want a six-foot typo in your billboard, you’ll need online proofing software.
Online proofing tools like Filestage are ideal for reviewing outdoor marketing assets to make sure your ad is perfect before it hits the streets.
Here’s how the process works:
- Step one: Create a project in Filestage
- Step two: Upload the OOH asset you want to review
- Step three: Invite reviewers (you can create custom groups to divide the process into logical stages)
- Step four: Reviewers leave contextual feedback directly on assets
- Step five: Your team makes the changes and uploads the new version
- Step six: Compare the latest versions side-by-side to make sure all changes are made before signing off
Filestage also gives you visibility of all your current projects, so you can see the status of each one at a glance. Plus, you have an accessible central hub for all your creative assets, versions, and feedback comments.
Outdoor marketing FAQs
What is outdoor marketing?
Outdoor advertising (OOH) targets consumers as they’re out in the world. It includes ads that are literally outdoors, like digital billboards in Times Square, and indoor ads, such as static billboards in malls or other public spaces.
What are the most common types of outdoor advertising?
The most common types of outdoor marketing are:
- Billboard advertising – Static outdoor ads, digital signs, and mobile billboards are effective because they’re hard to ignore
- Banners – Bridge, standing, and indoor banners are all effective at driving traffic in your local area
- Outdoor signs – A simple sign outside your premises can be an effective way to leverage foot traffic (this is a popular option for small businesses)
- Transit advertising – Great for promoting local businesses, but you can also cover more ground with this advertising medium
- Retail advertising –Window displays, POS marketing, and in-store signage are affordable ways to get your brand seen
- Street furniture – Advertising on bus stops, charging docks, and bike racks is a smart way to stand out in competitive urban areas
- Experiential advertising – Guerilla marketing, AR experiences, flash mobs, and other interactive activations lodge your brand in the memories of passersby
What are the best tools for executing outdoor marketing campaigns?
Outdoor marketing campaigns can be a massive win for your business, but you need the right software to plan, budget, and execute your work. Here are four OOH tools you should add to your arsenal:
- QR code generators – ideal for bridging the gap between physical and digital ads
- Sales automation software – helps you streamline lead management, automate follow-ups, and deliver personalized out-of-home advertising campaigns
- AR platforms – useful if you want to turn static ads into interactive experiences
- Online proofing software – essential for reviewing OOH assets and making sure the right stakeholders approve every piece of work
Supersize your outdoor marketing efforts with Filestage
2025 is going to be an exciting year for outdoor advertising. We’re already seeing brands like Kiehl’s and KFC play with the advertising form, disrupting the norm. And I think we’ll see even more of that over the course of this year.
Out-of-home advertising puts your brand on the map. But that means every branded asset in your campaign needs to be cohesive. Filestage helps your brand or agency manage OOH content so you can get your next big idea onto the streets faster than ever before (without the typos).
