Paraphrase credit: InsightPeak Labs (12 October 2025). Market figures from Verified Market Reports.

Screens, data and measurable OOH — what advertisers need to know

Out-of-home (OOH) advertising in 2025 is a data-driven channel built from three core layers: robust hardware, integrated software, and continuous analytics. The global market is substantial and growing — Verified Market Reports estimates OOH will expand from USD 45.98 billion in 2024 to USD 76.56 billion by 2033 (CAGR ≈ 6%). That growth is being driven by better screens, richer audience data and smarter delivery systems.

Hardware now includes weather-proof, high-resolution digital displays, sensors, and cameras that feed real-time audience and environmental data. Connectivity (5G, Wi-Fi, wired Ethernet) moves content and data between screens and central control. On the software side, content management systems (CMS) schedule, secure and distribute creative; analytics platforms process sensor inputs to measure reach and refine targeting. Industry platforms such as Broadsign, Vistar and others provide off-the-shelf tools that combine display control with reporting.

The operational flow is straightforward: data collection → content planning → content distribution → display activation → performance monitoring → optimisation. AI and machine learning increasingly automate parts of that loop — predicting audience patterns, recommending creative adjustments and tuning delivery for maximum impact.

Standards and privacy are central. OpenRTB-style protocols and APIs enable different vendors to interoperate; compliance with privacy rules (GDPR/CCPA, and local data laws) requires anonymisation, encryption and careful handling of any personal information. Reliability and security are ongoing concerns — operators must guard against power or network outages, hardware faults and potential content tampering.

Costs remain a material factor. Digital reduces print and installation spend, but screens require significant upfront investment, ongoing maintenance, connectivity and cyber protection. The operators who balance those costs with clear measurement and demonstrable ROI will lead adoption.

What this means for advertisers in Mpumalanga is practical: location, measurement and integration matter more than ever. That is where Mpumalanga Outdoor Advertising Company (Mpumalanga Outdoor Advertising Company — MOAC) places its emphasis. MOAC combines premium roadside and digital sites with content management, proof-of-play reporting and omnichannel measurement (Marketing Mix Modelling) so advertisers can see how OOH exposure translates into measurable outcomes. MOAC’s standard offering includes flight logs, timestamped proof-of-play and monthly insight reports that connect outdoor exposure to online and in-store activity.

For brands, the lessons are clear:

• Put creative where data shows your audience is; placement drives impact.

• Measure before and after: pre/post metrics make brand effect visible.

• Use CMS and analytics to adapt quickly — and insist on proof-of-play and reporting.

• Budget for reliability: power, connectivity and security are part of the operating cost.

OOH’s technical stack and measurement methods are now mature enough to support genuinely accountable campaigns. With the market set to grow materially over the next decade, advertisers who pair strong creative with data, measurement and reliable sites — like those MOAC operates in Mpumalanga — will deliver the clearest, provable returns.

Get in touch:

sales@moac.co.za