The landscape of programmatic advertising is undergoing a profound transformation, driven by AI, connected TV (CTV), and programmatic digital out-of-home (DOOH) advertising. With premium media owners expanding inventory, AI redefining targeting strategies, and interactive formats reshaping consumer engagement, 2025 marks a pivotal moment for advertisers aiming to connect with affluent audiences effectively.
In 2025 brands can reach high-net-worth individuals through premium airport advertising, exclusive digital placements, connected TV, and high-impact out-of-home (OOH) campaigns. As programmatic technology advances, luxury and business-focused brands must leverage these emerging trends to maintain relevance and maximize impact.
1. The Programmatic Shift in Out-of-Home (OOH) Advertising
By 2029, global OOH advertising is expected to reach $68 billion, with digital out-of-home (DOOH) accounting for 44% of total investment. In 2025 alone, programmatic DOOH spending will surpass $1 billion, revolutionizing how brands engage affluent consumers in airports, financial districts, and luxury malls.
Strategic Opportunities for High-End Advertisers:
- Programmatic Airport Advertising: Digital billboards and screens in VIP lounges to target business travelers.
- Luxury Shopping Mall DOOH: Exclusive high-end brand placements where HNWIs (high-net-worth individuals) shop and socialize.
- Geo-targeted Premium OOH: Smart campaigns targeting executives in financial districts and elite venues.
pDOOH Screens at Canberra International Airport, Australia and London Heathrow Airport
The integration of AI-driven targeting within DOOH ensures that premium brands connect with the right audience at the right moment.
Prathish Cherian
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2. Connected TV (CTV) Dominates Digital Advertising
With 85% of U.S. households owning a CTV device and 99% subscribed to at least one streaming service, CTV ad spend is expected to hit $30.4 billion by 2025, capturing nearly 50% of all U.S. digital video ad spend. Connected TV services are wildly popular in China, UK and US.
Key Growth Drivers for Luxury Advertising:
- Shoppable CTV Ads: High-income consumers can explore and purchase premium products directly from their screens.
- Premium Placement on Streaming Platforms: Secure high-visibility slots in ad-supported Connected TV networks like Huan TV, Roku TV, Fire TV, Apple TV etc.
- AI-Powered Audience Targeting: Enhance relevance by optimizing ad placements based on content consumption behavior.
For brands targeting wealthy investors, C-suite executives, and decision-makers, CTV advertising offers an unparalleled opportunity for immersive storytelling.
Read more about CTV advertising from the below link
Prathish Cherian
Final Thoughts: Future-Proofing Your Programmatic Strategy
The programmatic advertising ecosystem is evolving rapidly, offering unmatched opportunities for luxury brands to reach affluent consumers with precision and scale. Whether through premium streaming inventory, AI-driven targeting, interactive video content, or DOOH innovations, the brands that embrace data-driven, high-impact advertising will define the future.
In 2024, short-form and shoppable video ads dominated platforms like Instagram, TikTok, and YouTube. In 2025, the next evolution will be interactive video ads and gamified content, ensuring deeper engagement and first-party data collection.
At Masscom Global, we empower brands to dominate high-end media spaces, connecting them with decision-makers, business travelers, and high-net-worth individuals. As programmatic advertising enters a new era, premium advertisers must evolve their strategies to maintain presence, relevance, and influence in 2025 and beyond.
Are you ready to elevate your programmatic advertising strategy?
