How Self-Service DOOH Is Democratising the Advertising Market
Christian Starzengruber
Founder, adyoutiser
March 25, 2026Last updated: July 13, 20267 min read700
Why self-service DOOH platforms like adyoutiser are fundamentally changing the outdoor advertising market. How SMEs gain access to digital screens for the first time.
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Outdoor advertising has been one of the most effective advertising channels for decades. Studies show that OOH (Out-of-Home) advertising has one of the highest recall rates of any medium: a large share of people can recall specific outdoor advertising they have seen recently. Yet despite this effectiveness, outdoor advertising has until now been reserved almost exclusively for large companies and corporations. The reasons: high minimum budgets, long-term contracts, mandatory agency involvement, and opaque pricing structures.
A small restaurant in Vienna, a startup with a limited marketing budget, or a local retailer -- they have all been unable to invest in outdoor advertising until now. That is changing. Self-service DOOH platforms like adyoutiser are systematically breaking down these barriers and opening the advertising market to everyone.
What Does Self-Service DOOH Mean?
Self-service DOOH means that advertisers can book digital advertising screens directly without intermediaries. No agency, no media plan, no negotiating. You choose a screen, upload your content, book the desired period, and the campaign runs. That is exactly how adyoutiser works, the self-service DOOH platform from Austria. The entire process -- from registration to a live campaign -- takes minutes, not weeks.
The principle is not new. It is the same principle that has already revolutionised other industries:
Shopify democratised e-commerce: Anyone can open an online shop without hiring a developer
Canva democratised graphic design: Anyone can create professional designs without being a designer
Airbnb democratised accommodation: Anyone can offer lodging without being a hotel
adyoutiser does the same for outdoor advertising: Anyone can book digital advertising screens, from 2 euros per slot per day, without writing a single email to an agency.
The Barriers That Are Falling
Barrier 1: No More Minimum Budget
Traditional DOOH campaigns start at several thousand euros. Those who wanted to enquire with major outdoor advertising companies had to expect minimum budgets of 5,000 to 20,000 euros. On adyoutiser, there is no minimum budget. A single slot for one day costs from 2 euros. This means: a local hairdresser can advertise on a digital screen in their neighbourhood for 14 euros per week.
Barrier 2: No Agency Required
In the traditional model, you need a media agency to plan the campaign, negotiate prices, select screens, and handle the booking. That costs an additional 15-25 percent of the media budget in agency fees. adyoutiser eliminates this intermediary step completely. Everything runs through an intuitive self-service platform designed for people without marketing experience.
Barrier 3: No Long-Term Contracts
Traditional outdoor advertising is booked in decads (periods of 10-14 days) or months. With adyoutiser, you book by the day, for as long or as short as you like. Perfect for seasonal promotions, pop-up events, or testing whether DOOH works for you at all.
Barrier 4: Transparent Pricing
In the traditional DOOH market, prices are a matter of negotiation. Large clients pay less per contact, small ones pay more -- if they can even get access. On adyoutiser, everyone sees the same transparent prices. From 2 euros per slot per day, clear and straightforward.
Numbers and Facts: The SME Advertising Market
In Austria, there are approximately 350,000 small and medium-sized enterprises. They make up over 99 percent of all businesses and employ two-thirds of all workers. Yet their share of the outdoor advertising market? Negligibly small. The majority of the annual that flow into outdoor advertising in Austria annually comes from corporations and large brands.
This is not because outdoor advertising does not work for SMEs -- quite the opposite. Local businesses benefit particularly from local visibility. The problem has been access. Platforms like adyoutiser solve exactly this problem and thereby unlock a massive market potential.
How adyoutiser Is Changing the Market
For Advertisers (Demand Side)
Startups, restaurants, retailers, estate agents, freelancers, local service providers -- they all gain access to professional outdoor advertising for the first time through adyoutiser. The platform is deliberately designed so that no marketing expertise is needed. Select a screen, upload content, book, done. The locations in Vienna (including Schwedenplatz and Tourismushafen) offer high foot traffic, and prices from 2 euros per slot per day make even experimental campaigns affordable.
For Screen Operators (Supply Side)
adyoutiser is a two-sided platform. Not only advertisers benefit, but also owners of digital screens. Anyone operating a screen in a good location can list it on adyoutiser as a partner and generate passive income. The platform handles marketing, booking, and billing. This creates a network of screens that is continually growing.
The Network Effect Potential
The more screens available on adyoutiser, the more attractive the platform becomes for advertisers. And the more advertisers that book, the more attractive it becomes for screen operators to list their screens. This network effect has the potential to fundamentally restructure the Austrian DOOH market -- away from an oligopoly of large agencies towards an open marketplace.
International Perspective
The democratisation of DOOH is a global trend. In the US, there are already platforms offering programmatic DOOH booking. In Europe, the market is still more fragmented and the entry barriers are higher. adyoutiser positions itself as a first mover in the Austrian market and relies on a model that is scalable. The self-service DNA of the platform -- no minimum budgets, transparent prices, instant booking -- makes it a potential pioneer for the entire DACH region (Germany, Austria, Switzerland).
Frequently Asked Questions
What exactly is self-service DOOH?
Self-service DOOH means you can book digital outdoor advertising screens directly through an online platform -- without an agency and without a minimum budget. With adyoutiser, you sign up, choose a screen, upload content, and book slots from 2 euros per day. The entire process takes minutes.
Who is self-service DOOH suitable for?
For anyone who wants to be locally visible: restaurants, retailers, startups, estate agents, doctors, hairdressers, event organisers, freelancers. Especially SMEs that previously had no access to outdoor advertising benefit from platforms like adyoutiser.
Is the quality of advertising on self-service platforms lower?
No. The screens are the same high-quality digital displays as in traditional DOOH campaigns. The only difference is the booking method. Instead of going through an agency, you book directly -- this saves costs, not quality. adyoutiser also reviews every uploaded piece of content to ensure playback quality.
How does adyoutiser differ from large DOOH agencies?
Large agencies like Gewista or Epamedia primarily target large companies with high budgets. adyoutiser is deliberately designed for SMEs and sole traders: low prices (from 2 euros/slot/day), no minimum booking, self-service booking, no agency needed. It is the democratic alternative.
Conclusion: Outdoor Advertising for Everyone
The democratisation of the advertising market through self-service DOOH is more than a technology trend. It is a shift in the balance of power. Small businesses that were previously limited to flyers and Instagram posts can now advertise on the same digital screens as major brands. adyoutiser makes this possible in Austria -- with a platform that is as simple as ordering a product online. No agency, no minimum budget, from 2 euros per day. Outdoor advertising no longer belongs just to the big players. It belongs to everyone.
