And along with them you lose not only money, but also business reputation, brand recognition, customer loyalty, and the most valuable thing — time. Today your competitors are not waiting for you to decide on advertising investments: they are already building their presence on the market, capturing the attention of your potential clients, and forming the habit of buying from them.  

No advertising — no stable flow of clients

This seems like an obvious truth, but even today some entrepreneurs try to argue with it. For example, if your company sells everyday goods and you are working as “the only store in the neighborhood,” it may seem that you don’t need advertising. People will come on their own because there is no other choice. But how long will such a situation last?  

Look at large retail chains. They open stores even in small towns and villages. One supermarket with a well-known brand, wide assortment, and systematic marketing quickly takes away the audience from a private entrepreneur. And then, without external tools, it becomes practically impossible to hold your ground.  

Why outdoor always works

One of the main advantages of outdoor is that it cannot be “removed” or blocked, like an online banner in a browser. Your sign, banner, or screen attracts attention even when a person does not plan to make a purchase. This forms subconscious brand recognition and creates the effect of constant presence in the minds of potential clients.  

In this context, modern DOOH (Digital Out-of-Home) solutions make advertising even more effective. Digital screens in cities or shopping centers allow you to quickly change content, show current offers, and even personalize communication.  

Programmatic in outdoor – a new level of efficiency

Today classical static media carriers are gradually moving into the background, giving way to innovative approaches — Programmatic DOOH and pDOOH. These technologies allow automation of purchase in outdoor media, real-time management of displays, and precise result tracking.  

Suppose you want to advertise a store only in the evening near business centers. Or show promotions for students near universities in the morning. Thanks to programmatic this can be done as transparently, quickly, and profitably as possible, and your budget works in a targeted way, not “into nowhere.”  

Technical base for digital advertising

Another factor that determines the effectiveness of outdoor is technology. Modern solutions, such as software for a video wall or a player for digital signage, help businesses flexibly manage content.  

For example, the same screen can broadcast announcements, image videos, social messages, or even interactive content. This makes the space multifunctional and allows maximizing its return on investment.  

Instead of saving — an investment in development

Advertising is not an expense, but a long-term investment in your business. Even a basic presence in the outdoor environment helps to compete with rivals and occupy a place in the buyer’s mind. And the use of modern technologies, such as DOOH, pDOOH, and Programmatic DOOH, allows working with the audience more precisely and effectively.  

If today you are saving on advertising, tomorrow you lose the chance to be the first choice for your client. And the question here is not whether outdoor is needed, but whether you will allow competitors to take your consumers without a fight.  

SSP and DSP for DOOH: a new approach to outdoor 

The use of SSP and DSP for DOOH opens fundamentally new opportunities for business. This is not only convenience in purchasing spaces, but also access to thousands of digital screens in different cities, shopping centers, office clusters, and even in transport. The SSP (Supply-Side Platform) system unites all available surfaces and digital signs, making them visible to the advertiser.

DSP (Demand-Side Platform), in turn, makes it possible to plan and manage campaigns for a specific target audience, at the right time and in the right place. Within the ecosystem of Digital Out Of Home (DOOH), this allows buying impressions as flexibly as in online advertising. As a result, the business does not waste money in vain, but directs the budget precisely to those people who are potential buyers. Such an approach makes outdoor video more measurable, personalized, and truly effective.  

Technical foundation of effective DOOH campaigns

Without modern tools, it is impossible to realize the full potential of programmatic in DOOH. Here, digital signs, powerful media screens, and also innovative DOOH software, which allows managing content in real time, come to the fore. It is precisely thanks to this that advertising can change promptly: in the morning to show one offer near a university, in the evening — a completely different one, oriented toward office workers.

A separate role is played by the digital signage player, since it ensures stable playback of videos on any medium and supports interactive formats. This makes DOOH multifunctional and as close as possible to the modern requirements of the audience. The combination of SSP/DSP technologies with software and multimedia equipment transforms a traditional screen into an intelligent platform for brand communication with clients.  

No advertising — no loyalty

Customer loyalty is influenced by many factors: affordable price, product quality, convenient service, as well as honesty in relations with buyers. However, many companies underestimate the role of advertising in the fight for repeat purchases. Competitors’ activity in the outdoor space allows them to strengthen their brand in the everyday life of the consumer, while less active companies gradually lose the loyalty of their target audience.  

How competitors shape brand perception

In European cities such as Prague, Warsaw, or Budapest, LED billboards and other digital screens have already become familiar elements of the urban environment. For example, large retail chains or international retail brands actively use DOOH near transport hubs or in large shopping centers. Such solutions allow them to remain visible precisely at the moments when the client is making a purchase decision. According to Statista, investment volumes in DOOH in Central and Western Europe are steadily growing: in 2024 the market increased by 13% compared to the previous year.  

Outdoor and brand recognition

Global brands, for example H&M or McDonald’s in Poland, actively use screens for advertising to launch image campaigns. During rebranding or the introduction of new products, information instantly appears on LED billboards, creating a “wow-effect” for the audience.

Wide reach is ensured precisely by DOOH networks, thanks to which the brand’s message is broadcast simultaneously in different districts of the city. McKinsey analysis also emphasizes that digital outdoor campaigns in Europe on average bring 15–18% more reach among the urban audience than traditional formats.  

Technology in modern communication

A comprehensive approach involves using modern solutions: high-quality software for LED screens allows remote management of thousands of screens, updating video clips in real time, and adjusting content to the type of audience. The European company Broadsign develops effective DOOH Display Solutions for the international market, which makes outdoor interactive, adaptive, and result-oriented.  

No advertising — no time

Time is the most valuable resource for business, and for advertising, it always seems to be lacking. It is worth remembering that while a company hesitates with investments in promotion, competitors are already launching their DOOH campaigns and quickly gaining benefits. Here the “first-mover effect” works: the one who manages to be remembered earlier is the one who receives more consumer attention.  

Achievements that DOOH provides

While you are still thinking, your competitors are already securing:  

– stable growth of sales;

– increasing brand recognition thanks to constant visual presence in the city;

– an inexhaustible flow of analytical data for marketing research;

– the possibility to optimize expenses by choosing the most effective locations and time windows thanks to smart solutions;

– regular testing of hypotheses, verification of new unique selling propositions or creative approaches.  

Integration of modern technologies in DOOH 

Modern DOOH is no longer imaginable without automation. To efficiently work with a complex network of screens, companies use a Supply-Side Platform — a tool that allows owners of spaces to effectively manage content, sell impressions through programmatic, and work with many clients simultaneously. A key role here is played by the video centralized management system, thanks to which updating clips, selecting precise content, and monitoring effectiveness become as simple as possible. This not only saves time, but also increases the efficiency of each advertising contact.  

Advantages of DOOH for modern business

Placing advertising on digital screens in public spaces increases conversion thanks to the precise choice of moment and place of display. Thanks to the integration of the Supply-Side Platform and centralized management systems, it is possible to implement large-scale campaigns without additional costs for manual administration. Entrepreneurs receive a comprehensive tool to analyze audience reaction, flexibly change messages, and maintain competitive advantages.  

Statistics of digital outdoor 

According to Insider Intelligence, the volume of the global DOOH market is steadily growing every year. In 2024, investments in digital outdoor media exceeded $18 billion — this is 14% more than in the previous year. In the countries of Central and Eastern Europe, including Czechia and Poland, this niche grew by more than 12%, which indicates the increasing popularity of automated solutions and the implementation of centralized video management systems in urban business. More than 70% of advertisers in the region note that digital screens precisely are the ones that significantly increase brand recognition and promptly adapt marketing messages to current trends (according to MarketingTech News).  

Timely implementation of new tools and strategies allows you to take leading positions and remain in the field of view of your audience every day. Do not postpone investments in modern technologies — this is your opportunity to already today influence the decisions of your future clients.


Advision — Content Management System for remote management, media planning of video and audio content broadcasting and Supply-Side Platform for monetization of advertisement time. We help Digital Signage owners and DOOH operators earn on placement, automate workflows and build a reliable media infrastructure using our own software solutions.

Contact us if you want to increase your profit and implement the most modern technologies to solve problems!