Best Activewear Gifts Under $50: Lululemon, Old Navy, Alo Yoga & MoreAs the advertising industry advances into 2025, Out-of-Home (OOH) is emerging as a frontrunner for innovation, creativity, and measurable impact. Leaders from JCDecaux , QMS , and oOh!Media share their insights on the transformative forces reshaping the OOH sector. Here’s how this traditional medium is evolving into a sophisticated platform for dynamic storytelling, sustainability, and data-driven results. The rise of 5G and connected cities is a game-changer for OOH. JCDecaux highlights the potential for hyper-targeted, real-time campaigns driven by advanced data tools. Imagine airport ads tailored to flight schedules or interactive billboards at train stations offering commuters exclusive deals via their smartphones. John Harris , general manager – sales at JCDecaux , notes, “5G will allow brands to create campaigns that feel immediate and personalised, making the experience more valuable for both advertisers and audiences.” QMS envisions a future where billboards no longer rely on pre-defined playlists but leverage IoT ( Internet of Things ), AI, and real-time data to display the most relevant creative. “This will redefine the way brands engage audiences, turning static screens into dynamic, responsive canvases,” says Christian Zavecz , chief strategy officer at QMS . ‘As OOH assets can access greater bandwidth and connectivity, we expect increasing use of dynamic creative campaigns that are updating in real-time. This includes support for full motion video on select inventory, as well as more advanced programmatic formats that take advantage of connected data sources,’ Christian Zavecz, chief strategy officer, QMS, said. Programmatic OOH is transforming how brands interact with audiences. JCDecaux sees 2025 as a year where the convergence of OOH with TV and digital channels will define success. Flexibility, dynamic ad scheduling, and precise targeting are driving adoption, though education remains a key hurdle. “The key is showing advertisers how seamlessly programmatic OOH can integrate into their broader media mix. It’s about combining the strengths of each platform,” says Harris . Similarly, oOh!Media reports a significant uptick in programmatic trading. Chris Freel , group sales director, attributes this growth to its flexibility and omnichannel potential, noting, “The ability to integrate programmatic OOH with broader campaigns is reshaping the medium’s role in omnichannel strategies.” ‘We’ve seen a significant increase in volume traded programmatically across 2024 and expect that growth to continue in 2025. Many agencies and clients have moved past test and learn and now have pDOOH as part of their business as usual, with formalised strategic approaches developed to address the optimal use of the medium,’ Chris Freel, group sales director, oOh!media, said. OOH is aligning itself with eco-conscious advertising as brands and media owners look to sustainability. JCDecaux has made strides with its Scope 3 carbon measurement tool and a 70% reduction in emissions since 2021. Their focus extends beyond the environment to social governance, including $2.5 million in First Nations partnerships. oOh!Media is advancing sustainability with innovations like EcoBanner, a recyclable billboard skin that eliminates landfill waste, and transitioning 14,000 ad panels to renewable energy sources. Freel notes, “Sustainability is not just a goal; it’s a necessity. Innovations like energy-efficient creative are helping clients make a measurable impact.” As clients demand greater accountability, the industry is stepping up. MOVE 2.0, launching in 2025, will revolutionise OOH measurement by incorporating visibility and attention metrics. JCDecaux’s Harris highlights the importance of these advancements, stsaying they will go beyond reach to demonstrate real behavioural results. QMS highlights its partnership with Amplified Intelligence to link human attention in OOH advertising to essential brand metrics. This study is set to expand in 2025, providing deeper insights into the relationship between engagement and campaign success. Shifts in mobility and urbanisation are refining OOH placement strategies. High-traffic hubs like airports and metro stations remain pivotal, but advancements in data analytics are enabling more contextually relevant campaigns. oOh!Media’s Freel anticipates that the Sydney Metro rollout and new tenders in key regions will offer fresh opportunities for advertisers to connect with urban audiences. ‘With access to larger volumes of data we can deliver hyper-targeted messages using richer data sets. For example, airport ads could integrate flight schedules, language preferences, or destination-specific offers,’ John Harris, general manager – sales, JCDecaux, said. Creativity will remain central to OOH’s growth in 2025. From 3D executions to art-inspired public space advertising, brands are pushing boundaries to captivate audiences. JCDecaux predicts that as sustainability and accountability become non-negotiable, the convergence of digital and traditional formats will deliver unparalleled reach and impact. OOH’s ability to blend scale, personalisation, and accountability positions it as an indispensable part of modern media strategies. As Tara Coverdale, group director – data & insights at oOh!Media aptly sums up, “With growing audiences, enhanced measurement, and a focus on sustainability, OOH is entering its most exciting phase yet.” In 2025, OOH aims to no longer be just a medium for mass visibility, but a progressive, measurable, and sustainable platform that connects brands with audiences in meaningful and impactful ways. Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.
Godzilla and King Kong surely weren't born big. They began small and grew over time to their gargantuan sizes even if the movies don't tell their childhood stories. Likewise, huge companies of today were once much smaller (unless perhaps they were spin-offs). Investors who spotted them early had opportunities to make fortunes. Can you still find such monsters in the making? Three Motley Fool contributors think so. Here's why they think biotech stocks CRISPR Therapeutics ( CRSP 3.44% ) , Summit Therapeutics ( SMMT 3.15% ) , and Viking Therapeutics ( VKTX 1.86% ) could become much larger. An underrated stock with two approvals under its belt David Jagielski (CRISPR Therapeutics): If you're looking for stocks with mammoth upside, you might be tempted to look for risky stocks that don't have any approved drugs or treatments yet. But with CRISPR Therapeutics, you already have a stock that has an approved treatment -- it simply isn't far along in its rollout. In December 2023, regulators approved Casgevy, which is a gene-editing therapy the company has been developing with Vertex Pharmaceuticals . It was approved as a treatment for sickle cell disease for patients 12 years and older. Then, a month later, it was also approved to treat people with transfusion-dependent beta-thalassemia (for the same age group). Casgevy can be a game changer for patients with these rare blood disorders as it is a one-time functional cure. CRISPR will share in the profits with Vertex on Casgevy (collecting 40% of them), which could potentially help the company get to profitability. Currently, its operations are well funded with CRISPR reporting more than $1.9 billion in cash and marketable securities as of the end of September. For a business that has burned through $92.7 million in cash over the past nine months, that can provide it with a lot of runway and time to grow its operations and work on other treatments in its pipeline. At a modest market cap of just $4 billion, there's a lot of room for CRISPR to get a whole lot more valuable in the future as it scales its operations and Casgevy starts to generate revenue. Buying the healthcare stock now can be a great move for long-term investors. Already showing monster potential Keith Speights (Summit Therapeutics): It's practically unheard of for a company with no product on the market to have a market cap of $14 billion. But Summit Therapeutics is no ordinary company. The drugmaker in-licensed cancer immunotherapy ivonescimab in January 2023. That has turned out to be a brilliant move in retrospect. Earlier this year, Akeso (which originally developed ivonescimab) announced the drug beat Merck 's blockbuster immunotherapy Keytruda in a head-to-head late-stage study targeting non-small cell lung cancer (NSCLC). How big of a deal was this news? Consider that Keytruda was the world's best-selling drug last year, raking in sales of around $25 billion. Summit owns the commercial rights in the U.S., Canada, and Europe of a cancer immunotherapy that could be even more powerful than Keytruda. Granted, Summit can't ride on the clinical success achieved by Akeso. The company must conduct its own clinical studies to hopefully win approval for ivonescimab in the U.S. and elsewhere. However, that's exactly what it's doing with initial results expected from a late-stage study of the immunotherapy as a second-line treatment for NSCLC in mid-2025. Summit is also evaluating ivonescimab in another late-stage trial as a first-line treatment for NSCLC. Wall Street's consensus is that Summit's share price could soar more than 40% over the next 12 months. I'm not sure if this price target will be achieved, but it wouldn't surprise me if that's an overly pessimistic goal assuming the company announces positive clinical results next year. Summit Therapeutics is already showing monster potential. I suspect it will fulfill that potential if ivonescimab wins U.S. regulatory approval. You can still get in on the ground floor Prosper Junior Bakiny (Viking Therapeutics): Weight-loss management is the hottest therapeutic area in the pharmaceutical industry right now. Although the companies dominating the field are the usual suspects, a notable mid-cap biotech called Viking Therapeutics is looking to make waves in this market. Viking's lead anti-obesity candidate, VK2735, reported excellent results in phase 2 studies. It might still be a few years until VK2735 earns regulatory approval, but Viking Therapeutics is not a one-trick pony. The company is working on an oral version of VK2735 -- something many patients would choose over the weekly injections the original formulation comes with. Furthermore, Viking Therapeutics has another promising weight-loss candidate in preclinical studies . And I have yet to mention the drugmaker's VK2809, an investigational medicine for metabolic dysfunction-associated steatohepatitis -- a liver disease with obesity as a risk factor -- and Viking's VK0214, an investigational therapy for a rare nervous system disease called X-linked adrenoleukodystrophy. Many smaller drugmakers tend to hyperfocus on a single medicine, a strategy that allows them to avoid spreading their resources thin. Viking Therapeutics, though, is taking a different approach. The company is showing signs of one of the most critical factors successful biotechs need: innovation. There are still risks involved here. Viking's late-stage studies for VK2735 could flop. However, the company is looking increasingly attractive. In a decade, it could join the ranks of highly successful drugmakers. It's not too late to get in on the ground floor.
University System of Georgia to ban DEI, commit to neutrality, teach Constitution