Retail DOOH is growing: The fall update of the market media study «IDOOH Public & Private Screens 3.0» (P&PS 3.0) shows how digital out-of-home advertising is evolving at the physical point of sale. The study is published by the Institute for Digital Out of Home Media (IDOOH) in Munich. Since fall 2025, the number of retail DOOH locations tracked has increased by 120 percent.
More Screens, Greater Reach in Retail DOOH
The number of screens increased by more than 25 percent, from more than 19,500 to nearly 25,000. According to the study, the reach of retail DOOH increased by 80 percent, and the number of ad impressions rose by as much as 84 percent.
The number of retail DOOH advertisers represented has also risen from eight to eleven within a year. New additions include the networks of Kaufland, Ocean Outdoor, and Rewe. Together with the portfolios of Cittadino, eisbach.media, and Ströer, as well as other POS networks in grocery retail, kiosks, late-night stores, and home improvement, electronics, and furniture stores, advertisers and agencies now have a comprehensive portfolio to choose from.
Branding and Engagement All the Way to the Checkout Counter
Digital screens reach consumers in parking lots, at the entrance to a shopping center, inside the mall, or right in the supermarket. According to the announcement, this medium is suitable not only for short-term purchase activation but also for traditional branding campaigns. Brands can showcase their messages on large-format screens and guide shoppers all the way to the checkout.
Frank Goldberg, CEO of IDOOH, says: «Retail DOOH combines the reach and branding power of a mass medium with immediate proximity to the point of purchase.»
Overall, the range is stable
Even beyond the retail sector, the update confirms the effectiveness of Digital Out of Home. Within a week, DOOH reaches 74.1 percent of the German population aged 14 and older with light inventory utilization. With full inventory utilization, approximately ten billion impressions could be delivered per week.
P&PS 3.0 is based on a big-data-driven bottom-up model that uses mobility data from approximately one million smartphones, supplemented by surveys on contacts, duration of stays, and usage patterns. The study is available free of charge in the mediMACH planning tool via the IDOOH website: https://idooh.media/marktforschung/. Anyone already using mediMACH for other studies will automatically be granted access through their existing account.
More information: https://idooh.media/
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Digital Out of Home as a Stage at DMEXCO 2026
On September 23 and 24, 2026, the Institute for Digital Out of Home Media (IDOOH) will once again transform Hall 8 in Cologne into a central gathering place for the industry. Under the title «IDOOH World,» the initiative brings together more than 30 expert presentations, a Mediterranean-themed networking area, and a green outdoor area to create a comprehensive experience centered on Digital Out of Home—or DOOH for short.
The two-day program kicks off on September 23 with the DOOH Summit on the World of Media Stage. In three concise sessions, IDOOH will explore key questions about the industry’s future: What trends are shaping the market today and tomorrow? Why is the real-world media landscape becoming a competitive advantage for brands amid the AI wave? And how can the potential of at-retail DOOH be successfully tapped?
More than 30 sessions on the topics of tomorrow
Following the summit, the spotlight shifts to IDOOH World’s own stage. In approximately 30 presentations and panel discussions, leading companies in the industry will showcase the full spectrum of modern digital out-of-home (DOOH) communication. The program covers topics such as programmatic DOOH, retail media, artificial intelligence, creative excellence, attention and advertising impact, brand safety, and responsible media. The lineup is rounded out by international trends, innovative technologies, and real-world examples from successful campaigns.
A Mediterranean atmosphere as a deliberate contrast
In addition to the content-focused program, networking remains at the heart of IDOOH World. Spanning approximately 600 square meters, olive and citrus trees, plenty of greenery, and natural materials create a relaxed atmosphere—deliberately designed as a tranquil contrast to the hustle and bustle of the trade show. The design is intended to encourage visitors to linger, network, and engage in spontaneous conversations.
The Institute for Digital Out of Home Media serves as the umbrella organization behind IDOOH World. The event is a joint initiative of Adform, Adlocaite, airtango, Cittadino, ECE, ECN Executive Channel Deutschland, eisbach.media, HYGH, INOVISCO, It Works, LAYA, One Tech Group, Rechargy, RetailFellas, Ströer, TV-Wartezimmer, Virtual Minds, Wall, Weischer.OOH, and Wildstone.
More information about IDOOH World and the program at DMEXCO 2026 is available at: https://idooh.media/
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