Another year provides an opportunity to summarize the achievements our industry has gained during this time. Digital out-of-home advertising (DOOH), although a relatively new media channel compared to others, has already demonstrated its resilience and flexibility in the face of serious challenges, while also showing a readiness to adapt, innovate, and grow.

With the creation of a solid foundation for Content Management Systems, growing trust, and the adoption of software solutions for digital signage, 2024 promises to be the year when a more mature, complex, and dynamic DOOH takes center stage.

Seamless omnichannel integration

In today’s dynamic programmatic environment, the integration of DOOH advertising into broader omnichannel marketing has become a powerful strategy. Brands that apply omnichannel strategies retain 89% of their consumers. Instead of isolating channels, an inclusive omnichannel approach allows brands to create a cohesive base for storytelling, performance marketing, and attribution within one strategy, one plan, and one execution — often all on a single CMS platform.

DOOH is a bold, dynamic format that cannot go unnoticed, offering unique opportunities at the intersection of data and creativity. Integrating DOOH advertising into a broader marketing strategy enables brands to deliver consistent and engaging messaging across different touchpoints. Regardless of the type of DOOH platform — location-based, audio OOH, connected TV, social media, or digital advertising displays — cohesive messaging increases brand recall and can boost revenue by up to 33% by enhancing customer loyalty. Omnichannel advertising will become even more advanced, with its capabilities further enhanced through the use of data and artificial intelligence, ensuring a seamless and easy experience, strengthening DOOH’s role as a bridge between the physical and digital ecosystems.

Artificial intelligence (AI)

It would be an understatement to say that AI was a popular topic at every industry event this year, but the question remains: how is AI being applied in the DOOH sector? While there are several exciting ways AI is being used in broader creative marketing directions, the core principles of machine learning and program modeling remain similar. Here are some aspects of discussions around AI in DOOH and how we see its development.

Visual and graphic design

One of the earliest achievements of AI in the market was its application in visual and graphic design. Next year, we expect advancements in the application of AI to creative production and dynamic creative optimization (DCO), which can be particularly useful for content on digital signage. For example, video wall software or digital signage players can use AI algorithms to automatically adapt content to different audiences.

Education and readiness

According to the study “AI in marketing and communications: Enhancing productivity and creativity?”, 87% of marketers and 85% of communicators have used or experimented with AI tools to increase efficiency or to give organizations more autonomy instead of outsourcing. Interest is growing in AI tools and models that can boost productivity or give companies more capabilities in developing CMS solutions and autonomously managing digital signage. At the same time, there is increasing attention to the transparency of AI tool selection and openness to learning new skills.

Technological innovation

We believe that most technological developments are focused on enhancing data efficiency and analytics, customer relationship management (CRM), and advertising technologies. One opportunity lies in how AI can improve programmatic capabilities and analyze large volumes of data for more accurate audience targeting. Other promising areas include big data analysis, predictive analytics, interactivity, campaign optimization, and the centralization of omnichannel campaigns through CMS platforms.

As the term AI has become highly popular, some similar technologies are sometimes confused with true AI. It’s important to ask questions and find out what lies beneath the surface of these technologies.

Diversification of screens

Digital Out Of Home (DOOH) is truly a transformative and adaptive channel, evolving from static billboards to dynamic, interactive advertising screens capable of deeply engaging audiences. As technology advances, the potential for creative and interactive content on DOOH screens is growing, offering advertisers exciting new opportunities to connect with their target audiences.

Whether it’s holograms or the latest ultra-modern displays, screens are no longer just advertising surfaces; they can transform into immersive experiences, engaging viewers through innovation and leaving a lasting impression. Many DOOH screens are now integrated with features that allow connections with smartphones via QR codes, NFC technology, and Bluetooth, creating a convenient bridge for further interaction and conversion.

Additionally, technologies such as augmented reality (AR) allow digital content to overlay the real world. This enables consumers to “try on” virtual clothing, preview products, or enjoy anamorphic videos, increasing engagement even among those typically indifferent to ads. AR adds a new level of emotion and experience, enhancing interactivity for audiences.

Sustainable development

Sustainable development will remain a priority in the advertising industry in 2024. Initiatives such as Ad Net Zero aim to drive industry changes by decarbonizing the production, distribution, and display of video ads. The global goal of achieving net-zero emissions is becoming increasingly clear to businesses, which can and should play a leading role in promoting positive change.

In DOOH networks, there is a noticeable shift toward more eco-friendly alternatives that reduce environmental impact. This reflects a commitment to responsible advertising and recognition that advertisers can play a key role in addressing climate and environmental challenges through their campaigns.

In 2024, we expect more efforts focused on conscious event planning, minimizing long-distance travel, and promoting sustainability as a key factor in event planning. The importance of measurement to reduce emissions will become a priority in the coming year, and we anticipate that the industry will start valuing data for making important business decisions that help transition to a “green” economy. Collaboration is crucial, and the DOOH industry needs to unite and mobilize to adopt new solutions in centralized video management systems, which are already on the horizon, to measure end-to-end emissions beyond OOH advertising.

Scale and precision

In the dynamic environment of digital marketing in 2024, a new trend is likely to emerge that will change the way campaigns approach their goals. The dichotomy between scale and precision in DOOH, once considered mutually exclusive, is now evolving into a symbiotic relationship where marketers are finding innovative ways to balance reaching a wide audience with delivering highly targeted messages.

Traditionally, outdoor advertising was either designed for mass appeal, casting a wide net to reach a broad audience, or it had precise targeting, aimed at reaching a specific demographic group. However, in 2024, experienced marketers will organically integrate scale and precision into their strategies based on programmatic DOOH technology.

Advances in AI algorithms and machine learning allow marketers to analyze vast amounts of data to create personalized experiences for large audiences. From individual product recommendations to dynamic content, campaigns will become more tailored to individual preferences without sacrificing reach.

Campaigns using Dynamic Creative Optimization (DCO) will gain an added advantage by adjusting creative elements in real time based on consumer behavior. This not only provides a personalized experience for individual users but also allows campaigns to adapt and resonate with different audience segments simultaneously, maximizing both scale and precision.

Advision — Content Management System for remote management and media planning of video and audio content broadcasting. We help offline businesses and advertising companies automate their workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!