Programmatic DOOH is growing, but it’s still more expensive than direct bookings
140 people came together for DOOH Day 2026 at Restaurant Razzia.
Organised by IAB Switzerland, IGEM and IG OOH, the day revolved around one key question:
How will the DOOH market develop over the next few years?
Market research is getting much more precise
Frank Goldberg from IDOOH showed how far Germany has already come:
• 70,000 screens are integrated into the measurement
• A mobile panel with 1 million data records provides movement data
• The goal: reliable reach figures for every screen and every time of day
Things are moving in Switzerland too.
SPR+ is planning a partnership with Intervista to integrate mobility data.
The extension of the existing study is planned for 2028.
Programmatic DOOH is becoming more important
DOOH has been available programmatically in Switzerland since 2020.
According to Splicky, almost 100 advertisers already use this option.
A look ahead
The panel discussion with Goldbach Neo, APG and Livesystems made it clear:
• DOOH keeps growing and is increasing its share of the media mix
• More and more analogue sites are being digitised
Since demand for direct bookings remains high, media sales houses don’t expect any price changes in the short term.
Our take:
DOOH is developing fast on the technology side,
but for now the market is growing along two parallel buying models: direct and programmatic.
#DOOH #ProgrammaticAdvertising #DigitalOutOfHome #MediaResearch
