By Stefan B. Müller, Head of Sales DACH at Displayce
Germany’s Out-of-Home market has entered a decisive phase. Digital screens now account for around 44 % of all OOH investment, and programmatic DOOH (pDOOH) grew by 26 % in the first half of 2025. The shift underway is in line with the expectations of today’s advertisers: clarity of impact, adaptability in real time and a seamless connection to broader digital strategies.
1. Measurement works, just not the way many expect
A frequent misconception is that DOOH can’t be measured. In practice, measurement has progressed significantly, but it requires moving away from methods designed for online media, such as tracking every individual click or attributing results to a single interaction. DOOH is a one-to-many media that operates in public spaces. Its role is to capture attention, influence consideration and support behaviour across the entire marketing funnel.
Reliable evaluation methods now reflect how DOOH is actually experienced in everyday settings. Brand lift surveys, mobility-based audience models and proximity analyses of footfall offer a clear view of how exposure translates into incremental outcomes, helping advertisers understand DOOH’s contribution across the entire marketing funnel. The question is no longer whether DOOH can be measured, but whether the measurement approach aligns with the nature of the medium. When it does, the impact becomes significantly easier to quantify.
2. pDOOH should be planned like digital, not like classic OOH
pDOOH is well established within media-mix and omnichannel planning in the DACH region. Yet many campaigns still follow workflows developed for traditional OOH, where creative assets remain fixed and delivery is locked long before launch.
Programmatic buying enables a different approach. Campaigns can now run only when certain conditions occur, whether linked to time of day, weather, audience flows or specific locations. Delivery can be adjusted during the campaign. Creative versions can be tested throughout the flight.
When treated as a digital channel operating in physical space, DOOH becomes far more adaptable and contributes naturally to the performance of adjacent digital investments such as mobile, social or search. Its presence in public spaces creates a halo effect that strengthens the impact of other channels.
3. Dynamic creative and contextual triggers remain underused
German advertisers increasingly recognise the value of data-driven communication, yet dynamic creative optimisation is still far from widespread. This is notable given how well it aligns with the country’s strong expectations for relevance and quality.
Triggers such as weather, commuter peaks, or proximity to points of interest can make a message feel fully integrated into daily routines. Airports represent one of the most powerful examples of contextual relevance. With Displayce’s Airport Live Triggering technology, campaigns can activate according to flight arrivals or departures, enabling brands to adapt messaging to international travelers at the exact moment they enter or leave the country. Despite the clear advantages of this type of contextual communication, many campaigns still rely on a single creative asset delivered uniformly across publishers.
Creative adaptability is one of the most significant drivers of effectiveness. The impact of DOOH does not depend solely on screen reach, but on the relevance of the message in the moment it appears.
4. pDOOH is not only for large advertisers
Another misconception in Germany is that pDOOH is accessible only to major brands with substantial budgets. This belief stems from the structure of traditional OOH, where long booking cycles and large minimum spends played a central role.
Programmatic buying has broadened access. Budgets can be allocated progressively. Campaigns can run for shorter periods, even for a few hours if needed. Deliveries can be focused on precise areas to avoid unnecessary spend. Triggers ensure that impressions appear only when conditions make the message relevant.
This evolution allows advertisers of all sizes to enter the channel in a way that was not previously possible. The model shifts from reserving entire weeks of inventory to activating well-defined moments such as a local event or a seasonal spike in demand. As expectations for transparency and efficiency continue to rise in Germany, the flexibility of programmatic DOOH is becoming one of its strongest assets.
5. A clear message for German advertisers
The conceptual shift is simple: DOOH is no longer an offline extension of digital plans. It is a digital channel that exists in the physical world, reaching people in moments when they are most receptive to their surroundings.
To activate its full value, pDOOH should be planned with the same clarity and structure applied to digital media. Context should guide when and where messages appear, and measurement should align with how the medium influences behaviour in public spaces. As Germany’s DOOH market accelerates, the opportunity lies in adopting this digital mindset and applying it to a medium with a unique physical presence. When activated in this way, pDOOH becomes a genuine bridge between digital performance and real-world attention, strengthening the overall media plan.
