How digital signage, retail media and programmatic are driving DOOH growth

The digital out-of-home (DOOH) landscape is currently shaped by the rapid digitisation of traditional advertising sites, the proliferation of new digital screens, the booming retail media market and the automation brought by programmatic buying. Based on our insights presented at DMEXCO 2025, we explore the key factors propelling DOOH into its next growth phase.

Global leaders pursue DOOH and embrace digitisation

Global OOH leaders such as JCDecaux, Ströer, Lamar, Clear Channel Outdoor, Outfront and Bauer are rapidly accelerating the digitisation of their advertising estate, with more than a third of their revenue already derived from digital channels. This pursuit of digital out-of-home is a core strategy for post-pandemic recovery and sustained growth. The shift allows for greater flexibility, dynamic content updates, and more targeted advertising campaigns, making DOOH an increasingly attractive proposition for brand and performance advertisers alike.

New ad inventory and opportunities: Digital signage and beyond

The DOOH market is expanding well beyond traditional roadside billboards. Digital signage and mixed-use displays are becoming ubiquitous across various venues, including retail spaces, hospitality, and wellness centres. For signage vendors, spanning software providers (e.g. Cisco), media player manufacturers (e.g. Amino), and display panel creators (e.g. Samsung, LG, Panasonic), this represents a significant opportunity to tap into the lucrative DOOH revenue stream. As technology evolves, augmented reality is poised to become the next frontier, blurring the lines between physical space and digital advertising to create immersive experiences.

In-store advertising is a key component: Retail media takes off

The rapid expansion of the retail media ecosystem, which saw a 70% compound annual growth rate (CAGR) between 2020 and 2024, is providing a powerful boost to in-store DOOH growth. In-store advertising is an essential component of this booming market. Retail media fundamentally consists of four components: On-site (e.g., e-commerce banners), in-store (e.g., digital screens at the point of sale), off-site (e.g., programmatic ads using retailer data)  and data itself. The integration of in-store DOOH with broader retail media strategies is creating highly valuable, closed-loop advertising environments.

Programmatic and automation: A wave of democratisation

DOOH is set to undergo a wave of democratisation thanks to programmatic advertising and automation. The expanding programmatic DOOH ecosystem includes both dedicated specialists, such as Display and Vistar, and omni-channel programmatic platforms like the Trade Desk that now support DOOH inventory. By automating the ad buying process, programmatic makes DOOH accessible to a wider pool of advertisers and media owners who may not have engaged with the format previously. However, this growth also introduces the risk of commoditisation, making strategic data utilisation and premium inventory crucial for maintaining value.

Key takeaways for the DOOH market

The next five years will be defined by continued strong growth in the DOOH market. Even by conservative estimates, DOOH is expected to add 40% to its revenue over this period.

• Growth: Expect DOOH to add at least 40% to its revenue in the coming years.
• New dynamics: Changes in the digital signage market will fundamentally alter the DOOH landscape.
• Retail media: Partnerships with retailers are key, as DOOH stands to gain significantly from the rising tide of retail media.
• Programmatic: Programmatic will expand the pool of buyers, but be mindful of the risk of commoditisation.
• Opportunities: Look for new opportunities at the “blurry edges” between different formats and media types.

For more information on the digital-out-of-home  market or other insights into ad tech, contact us at info@carettaresearch.com.

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