Why Infrastructure Won The Last Decade Of Out-Of-Home, And Experience Will Win The Next
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Denys Kanel is Founder and CEO of Unique Media, expanding its DOOH network and building enterprise solutions for media owners.
Every operator in out-of-home (OOH) advertising can tell you their CPM, addressable reach and programmatic fill rate. Almost no one can tell you the last time someone stopped and remembered what they saw. That gap, not the media math, will help decide who wins the next decade of digital out-of-home (DOOH). The numbers look healthy: Revenue from OOH advertising reached a record $9.46 billion in 2025, 19 consecutive quarters of growth and a digital segment projected to hit $56.1 billion by 2034.
I have spent the past decade watching the industry move from static real estate to digital screens to biddable, addressable inventory through DSPs (demand-side platforms) and SSPs (supply-side platforms). Each stage was an infrastructure upgrade, not an experience upgrade, and the growth numbers can mask that fact.
Infrastructure was the right fight for the last decade: Owning the poles, permits and addressable pipes was how an operator earned the right to compete. But DOOH infr...