Die Zukunft von DOOH in DACH: 5 Vorhersagen für 2027-2028

30-second takeaway: By 2028, five factors reshape DOOH in DACH: self-service platforms take over under €25k, regulatory transparency tightens, hyperlocal networks beat national giants for SMBs, transparent CPMs become standard, and AI moderation makes 5-minute go-live the norm. The market will not explode — it will get more honest and accessible.

Why DACH-specific?

Global DOOH forecasts mix US, Asia, and EU as if they were one market. They are not. Austria has a 5% Werbeabgabe (advertising tax, Werbeabgabegesetz 2000), Germany applies GDPR strictly, Switzerland is multilingual. DOOH evolves locally.

Prediction 1: Self-service takes the mid-market

By 2028, self-service handles 60–70% of bookings under €25,000. Speed, transparency, daily pricing. Agencies keep upper mid-market and national campaigns but lose volume.

Prediction 2: Regulatory clarity forces transparency

The Austrian Werbeabgabe and similar pressures in Germany push providers to break out fees in 2027. Vendors selling opaque "package prices" will lose share.

Prediction 3: Hyperlocal networks beat national giants for SMBs

Networks under 100 screens with district-level granularity win the local SMB market because national giants cannot deliver booking flexibility at single-screen level.

Prediction 4: Transparent CPMs become standard

Self-service platforms publishing CPMs (we start at €9 for standard locations) force the market to converge. "CPM on request" will signal something to hide by 2028.

Prediction 5: AI moderation makes 5-min go-live the norm

90%+ auto-approve rates are technically possible today. By 2028 this is standard for 80%+ of bookings under €10,000.

What we see at adyoutiser

Sixteen screens in Vienna and Bratislava with ~10 added per half year. Self-service from €2/day at €9 CPM. Transparent pricing (5% Werbeabgabe shown for AT bookings; no comparable item in SK). 5-minute median go-live, ~94% auto-approve. ±1pp SOV accuracy via hourly pacing. Single-screen booking granularity.

References: book advertising, screens overview, DOOH glossary.

What does NOT change by 2028

DOOH remains one-to-many — GDPR blocks individual identification of passersby. Audio-DOOH stays niche in DACH. AR-DOOH remains marketing bullshit for 90% of use cases.

Jetzt loslegen

Position yourself for 2027–2028. Start a small campaign from €2/day at book advertising. Screen overview: screens. FAQ: faq.

The Future of DOOH in DACH: 5 Predictions for 2027–2028

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