DOOH Summit at DMEXCO 2024

The DOOH Summit at DMEXCO 2024 presented itself as a platform for digital out-of-home advertising. Jointly organized by Ströer, WallDecaux and in cooperation with IDOOH, the summit demonstrated the industry's rapid development and growing self-confidence. Instead of DOOH experts, big brands and their successful campaigns dominated the stage this year. The networking area right next to the Media Stage, which was also jointly provided, offered the right atmosphere and the necessary framework for customer discussions around the DOOH Summit.

Andreas Heintze, SVP Public Video Ströer Media Solutions, who opened and wrapped up the DOOH Summit on the Media Stage together with Björn Wendler (Wall GmbH), summed up the event in a nutshell: “The concept of letting our customers speak for us was a complete success. We heard a wide range of different cases that address all of our topics - from rapid reach expansion during Euro 2024 to special productions with 3D advertising media. It's ideal when it's not us who report on campaign successes, but our customers. By organizing the summit together with WallDecaux and in partnership with IDOOH, we were able to communicate together as a (DOOH) industry. The relaxed atmosphere at the get-together and the strong presence of DOOH at the trade fair rounded it off and the feedback was consistently positive.” 

This statement was reflected in the campaigns presented. Julia Ferfer from PHD Media presented an Audi campaign that used innovative 3D effects. Sandra Hass from OTTO provided insights into the company's DOOH strategy and revealed that ten to 20 percent of the media budget is now invested in DOOH. Jonas Kofahl-Kraatz from Weischer JVB used a Giga TV campaign to demonstrate how DOOH can effectively support TV advertising.

Martin Holzberg from Pinterest Germany, in collaboration with C&A, showed how online brands can open up new opportunities through DOOH. Simon Strangfeld from AMD and Sebastian Schöppner from Havas presented an innovative case that combined Tiktok and DOOH specifically for the Berlin audience and was booked entirely programmatically.

Deutsche Telekom, represented by Anna Reinkenhoff, presented its near-live goal ticker for the European Championship, which was realized in cooperation with Ströer. It became clear how much technical innovation and work goes into such projects. The technical team worked for two months with artificial intelligence to reduce the transmission delay to just a few minutes.

Robert Sagebaum from Group-M rounded off the brand presentations with a presentation of the major Adidas campaign for the European Championships.

The cases provided examples of the strengths and challenges of DOOH, from convergence with other channels to careful planning and technical implementation.

A consistent theme of the summit was the measurability and effectiveness of DOOH campaigns. Almost all presentations included specific figures and measurements, underlining the relevance of DOOH compared to other digital channels. Experts, such as Frank Goldberg from IDOOH and Kai-Marcus Thäsler from FAW, provided additional facts on the efficiency and sustainability of DOOH.

Overall, the DOOH Summit 2024 impressively demonstrated that digital-out-of-home is firmly established in the media mix and is constantly evolving. The industry discusses important topics such as measurability, convergence and creativity, which further strengthens DOOH's position compared to other advertising channels.