The Future of Out-of-Home: What to Expect in 2027
AR-enabled billboards, biometric attention measurement and full programmatic taxi networks. What is coming next in OOH advertising.
Three things will define OOH advertising in 2027: AR-enabled billboards, biometric attention measurement built into DOOH panels, and full programmatic taxi networks with dynamic in-cab creative.
/ AR billboards
Snap and Meta glasses reach 10m+ users next year. AR layers over iconic billboards become genuinely mainstream — a Piccadilly Lights takeover with an AR component will be the launch moment of 2027.
/ Biometric attention
Cameras on DOOH panels already measure dwell and viewability. Next year they measure engaged attention — an OOH-native metric that finally puts DOOH on the same measurement footing as CTV.
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