1. Digital Signage software

The digital signage software market continues to expand and improve. Modern solutions offer high flexibility and functionality, enabling advertisers to quickly tailor content for diverse audiences and contexts. Selecting the right digital signs software is crucial for campaign success.


2. Content management system (CMS)

Effective content management has become an integral part of DOOH advertising. Using powerful CMS allows for centralized video management system of content on various screens for advertising, ensuring the relevance and timeliness of ads. Systems simplify the update process and allow for quick response to market changes.

3. Rising popularity of programmatic DOOH (pDOOH)

Programmatic is gaining more popularity among advertisers. This approach allows for the automation of purchasing and managing advertising spaces, significantly increasing the efficiency and flexibility of campaigns. Using programmatic software allows for cost optimization and improved audience targeting.

4. Innovations in video wall software

Video wall software is also undergoing significant changes. New solutions allow for the creation of dynamic and interactive content that captures consumer attention. Advertisers can use video walls for creative and memorable campaigns.

5. Digital signage players

Modern digital signs players ensure stable and high-quality content playback. Investing in reliable digital signs players helps avoid technical issues and ensures the uninterrupted operation of advertising screens.

6. Centralized video management system

A centralized video management system is becoming increasingly important for DOOH networks. It allows for the efficient management of content across different locations, ensuring consistency and quality of advertisements. This approach enables quick adaptation of campaigns to market needs and ensures maximum effectiveness.

7. Development of DOOH display solutions

Screens for advertising are becoming more innovative. The development of Display Solutions provides high image quality, brightness, and energy efficiency. Investing in modern screens allows brands to create impressive advertising campaigns that remain memorable for consumers.

8. Stability in digital advertising spending

After 2024, we are unlikely to see significant fluctuations in digital advertising spending, said Verna. “Given the maturity of the digital advertising market, we expect to see slow but steady growth in the future, with fewer ups and downs than we saw when the market was still developing.

According to eMarketer, digital advertising spending in the US reached a compound annual growth rate (CAGR) of 13.5% during the pandemic years from 2019 to 2023.

From this point and until the end of the forecast period in 2027, the average annual growth rate will fall below 10% for the first time in more than a decade and will be 9.3%.

Next year, digital advertising spending in the US will reach $306.94 billion compared to $270.24 billion this year.

9. Impact of stability on DOOH 

The stability in digital advertising spending will have a significant impact on the Digital Out Of Home and video advertising segment. The growth in spending in this sector will allow advertisers to invest in new technologies, such as digital screens software, Content Management System, and other innovative solutions. This will also facilitate the expansion of opportunities for pDOOH, helping to optimize advertising campaigns and reach target audiences with greater accuracy and efficiency.

10. Growing demand for a holistic digital experience

Subscribers to traditional television have now become a minority. Their numbers are decreasing, and they constitute an increasingly older audience, said Verna. According to eMarketer’s forecast, this year, the number of viewers of free television in the US has surpassed the number of traditional pay TV viewers for the first time, marking the beginning of a widening gap.

As more people switch to Connected TV (CTV), they will demand greater accessibility from providers. This means more efficient and user-friendly ways to navigate and avoid all the fragmentation of content scattered across various services. It may also mean more consolidation,” Verna added.

A holistic approach to advertising

The increasing demand for a seamless digital experience is opening up new avenues for Digital Out Of Home advertising. Advertisers now have the opportunity to integrate their campaigns with various digital platforms, crafting a cohesive and consistent experience for users. By utilizing advanced technologies such as digital signs players and centralized video management systems, advertisers can ensure high-quality content is readily available across multiple advertising screens. This approach not only boosts the effectiveness of advertising campaigns but also enhances customer satisfaction.

In 2024, it is imperative for advertisers to stay attuned to technological advancements in the landscape. Leveraging cutting-edge digital screens software, powerful Content Management Systems, programmatic, and innovative video wall software will enable the creation of dynamic and creative advertising campaigns. Centralized video management systems and investments in top-tier Display Solutions are critical components that drive success in this fast-paced and rapidly growing market.

The stability in digital advertising expenditure provides a solid foundation for long-term planning and development. Advertisers can confidently invest in emerging technologies that offer a competitive advantage. Digital signs software and CMS streamline content management, ensuring it remains relevant and timely. Programmatic optimizes costs and facilitates precise audience targeting, which is essential in today’s highly competitive environment.

Achieving success in advertising necessitates continuous monitoring and adaptation to market and technological changes. Staying abreast of the latest trends and weaving them into advertising strategies will empower advertisers to outpace their competition and captivate their target audience with precision.

Technical challenges facing DOOH media owners

A crucial technical challenge for media owners is ensuring continuous internet access. This enables instant reception of new advertising announcements coming from auction models. Additionally, it’s important to promptly confirm advertising creatives and organize all screens and partners into structured packages for further presentation on DSPs.

For leading market players with proprietary or leased digital screens software and CMS, the future task will involve connecting to the DSP technical stack through connectors for seamless integration of the full stack. However, this is currently not mandatory, and it’s possible to start selling inventory without direct integration.

Furthermore, for effective operation in this segment, a centralized video management system is crucial, allowing content management on all screens from a single control point. This contributes to increased efficiency in managing advertising campaigns and ensuring consistent content quality across the entire network.

The integration of DOOH with internet advertising offers numerous advantages for brands and advertisers. They can capture audience attention not only through static images but also through dynamic video content that easily adapts to changing conditions. Additionally, internet connectivity enables real-time data collection on the effectiveness of advertising campaigns and swift adaptation of promotion strategies to achieve better results.

It can confidently be stated that in 2024, the market understands that programmatic provides the most powerful advantage for the advertising industry. It’s also undeniable that the use of programmatic digital screens software, external digital billboards, video wall software such as centralized video management system, enhances operators’ profitability, attracts audience attention, and delivers high results to advertisers.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

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