"Walking through the halls of DMEXCO this year, one thing was striking: DOOH was not just present, it was everywhere. Panels, research sessions, and discussions with agencies all pointed in the same direction, out-of-home has firmly entered the digital mainstream. Even major players such as Ströer and WallDecaux dedicated an entire DOOH Summit to share insights and underline the medium's growing importance."
"This momentum is not just about the increasing number of screens. It is fuelled by three powerful forces: the spread of digital screens across everyday venues, the rise of retail media that puts in-store advertising at the centre of brand strategies, and programmatic automation that makes DOOH accessible to a wider pool of advertisers. In other words, DOOH is no longer perceived as a channel add-on, it is becoming a pillar of digital media transformation."
DOOH has become ubiquitous at DMEXCO, with major players dedicating a DOOH Summit and widespread panels and research sessions reflecting mainstream adoption. Caretta Research projects DOOH as a major growth driver, with the market expected to grow 40% over five years as global OOH leaders accelerate digital transformation. Growth is fuelled by digital screen proliferation across venues, the rise of retail media that centers in-store advertising in brand strategies, and programmatic automation that broadens advertiser access. DOOH excels at capturing and holding attention; high-quality creative increases memorability and drives awareness, consideration, and purchase intent across the customer journey.
Read at Exchangewire
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