DooH trends to watch in 2026 insights DooH Group tracks at Integrated Systems Europe
Digital Out-of-Home is entering a phase where media, technology, data, and physical space meet in practical ways. Brands, cities, and venue owners expect measurable impact, lower energy use, and content that fits real-world contexts. During ISE 2026, DooH Group keeps a close eye on developments that matter for customers and live projects. This overview highlights the trends that shape decisions in the coming year.
1. Context-driven DooH as standard practice
Static scheduling fades. Screens respond to location, moment, audience flow, and conditions on site. Retail uses time-of-day logic. Mobility hubs react to crowd density. Offices adapt messaging to internal events. Context becomes part of the media plan, rather than an extra layer. For advertisers, this raises relevance. For owners, it increases value per screen hour.
2. Programmatic buying meets physical environments
Programmatic DooH matures beyond pilots. Buyers expect brand safety, predictable reach, and clear reporting. Screen owners demand control over inventory, pricing, and content rules. The shift at ISE 2026 focuses on interoperability: ad servers, CMS platforms, and data partners working together without friction. This opens space for hybrid models where direct sales and programmatic coexist within one network.
3. E-paper and low-energy displays move into prime locations
Energy use receives sharper attention from real estate owners and municipalities. E-paper and ultra-low-power LCD gain ground in semi-static environments such as campuses, hospitals, logistics sites, and corporate offices. These displays fit sustainability goals, cut operational costs, and remain readable in bright light. At ISE, suppliers show larger formats, better contrast, and faster refresh cycles, making these screens relevant for wider DooH use.
4. Data privacy as a design choice
Audience measurement continues, yet the approach changes. Anonymous counting, on-device processing, and aggregated insights replace camera-heavy solutions. Privacy compliance becomes a selling point rather than a limitation. Networks that build trust with venue owners and the public gain long-term access to premium locations. Expect many ISE conversations on privacy-first analytics that still support media planning and reporting.
5. AI supports operations, content, and planning
AI tools step out of the demo zone and into daily operations. Content adaptation, predictive maintenance, and media planning receive practical support from machine learning. Screens flag technical issues before failure. Content adjusts format or brightness based on conditions. Planners test scenarios faster using real network data. This trend reduces downtime and increases output without adding staff.
6. DooH as part of the built environment
Screens integrate into architecture rather than hanging on walls as add-ons. Transparent LED, modular tiles, and custom housings align with design requirements. Property developers involve DooH partners early in projects. This leads to better sightlines, safer installations, and stronger brand experiences. ISE 2026 highlights collaboration between AV, architects, and facility managers.
7. Security and reliability under the spotlight
With DooH networks scaling, expectations around uptime and security rise. Cybersecurity, remote monitoring, and fail-safe systems gain attention. Clients ask about resilience during network outages, power issues, or content incidents. Vendors respond with hardened hardware, segmented networks, and clear governance models. Trust becomes a differentiator.
8. Measurable impact beyond impressions
Clients ask sharper questions. How does DooH influence footfall, dwell time, or conversion? Measurement links screens to real outcomes through POS data, mobility insights, or campaign lift studies. This moves DooH into the performance discussion without losing its brand strength. At ISE, case-based proof replaces abstract promises.
What this means for DooH Group customers
DooH Group tracks these trends with a focus on usable solutions. Networks must scale, remain energy-efficient, respect privacy, and deliver business results. Technology choices link directly to operational reality: maintenance, content flow, compliance, and cost control. ISE 2026 offers a clear view of which solutions are ready for deployment and which remain experimental.
Meet DooH Group at ISE
Are you planning projects in retail, offices, mobility, or public space? Do you want to discuss how these trends apply to your locations or media plans? Reach out via the contact form on this page to schedule a meeting with DooH Group during ISE. A short conversation at the show can clarify options, timelines, and next steps for your DooH strategy.
