DMEXCO 2026 made one thing clear: DOOH is becoming one of the places where data, technology and creativity come together.
For Displayce, DMEXCO was the perfect opportunity to bring the industry together around this transformation. Together with WallDecaux and VIOOH, we hosted our “Get Real” activation, bringing the programmatic DOOH ecosystem together and showcasing how the different parts of the value chain connect to turn data and technology into real-world impact.
And the conversations happening throughout the event confirmed it: DOOH has never been more visible.
DOOH is becoming a major force in the DACH market
Across the conference, DOOH was at the heart of numerous conversations, sessions and showcases. The momentum is also visible in the data.
According to Displayce platform data, 461 programmatic DOOH campaigns were activated across the DACH region between January 1 and July 29, 2026, up 136% compared with the same period in 2025. These campaigns generated more than 1 billion impressions, a 139% increase year-on-year.
Germany accounts for 80.2% of activations, while Switzerland represents 11.2% and Austria 8.6%. But growth is not the only story. The way brands use DOOH is evolving too.
From reaching audiences to owning the moment
One of the clearest trends is the growing use of contextual data and triggers to make DOOH campaigns more relevant.
According to Displace data, the use of custom, airport and weather triggers increased by an impressive 1,290% year-on-year, while 18% of campaigns are now using POI targeting.
This shift was perfectly illustrated during our DMEXCO session “Connecting the Dots: Tech, Data & Real-World Impact”, where Displayce and Weischer.OOH explored the Rügenwalder Mühle World Cup campaign.
The campaign was built around Rügenwalder Mühle’s “Dabei, wenn” creative idea, celebrating the different moments in which people come together, from watching football with friends to spontaneous barbecue moments. For DOOH, this concept was designed to become more than a fixed message: digital screens could adapt to the evolving context of the football and summer season, with different creative executions activated around relevant moments.
This is where the value of data becomes tangible. A data point on its own does not make a campaign intelligent. The real opportunity lies in connecting signals, interpreting them in the context of the real world and translating them into a creative decision. The Rügenwalder Mühle case therefore illustrates a broader shift in DOOH: from buying an audience to owning a moment.
The next step: Agentic DOOH
If contextual DOOH is about making campaigns more relevant, the next question is how to make this possible at scale.
That was the focus of Laure Malergue’s presentation, “The real job of Agentic AI in DOOH: Buying back time for creativity.”
Today, around 60% of DOOH transactions are still manual. Agentic AI has the potential to change that, not simply by making processes faster, but by taking over repetitive operational tasks and giving marketers back something much more valuable: time and confidence to focus on creativity.
The vision behind Displayce’s Agentic DOOH Suite is about creating a new balance between automation and human creativity: letting intelligent agents handle complexity while teams focus on strategy, ideas and the moments that matter.
Because the future of DOOH is not about choosing between technology and creativity. It is about using technology to unlock more creativity.
Get Real, and see you next year
Beyond the sessions and insights, DMEXCO was also about bringing the ecosystem together in the real world.
For the fourth year in a row, our Displayce Wine Party brought together agencies, brands, media owners and technology partners for an evening of conversations, connections and, of course, good French wine.
It has become a real DMEXCO tradition, and a reminder that while technology is transforming our industry, people and relationships remain at its heart.
DMEXCO 2026 showed just how far DOOH has come, and how much more there is still to build.
See you at DMEXCO 2027!
