DSPulse interviewed Florian Rotberg, Founder and Owner of invidis consulting GmbH.
How has the DOOH/digital signage industry evolved since the first DSS 20 years ago?
When we first launched The DSS in 2006, the digital signage industry was still finding its place and was often seen as part of the IT conversation rather than a discipline in its own right. In the early years, we were part of an IT show, because signage was viewed very much as an infrastructure topic – it was small, experimental and niche.
Starting largely as a hardware-led proposition, driven by proof of concept rather than clear business outcomes, the market has evolved into a far more integrated discipline, aligned with marketing strategy, customer experience, operations and data. Today, digital signage and DOOH are less about the screen itself and more about how networks can influence behaviour, optimise environments and deliver measurable results at scale, maturing into a strategic communication and data-driven medium.
The DOOH ad industry has not grown as fast as many expected. Why do you think that is?
There were very high expectations early on, and perhaps an assumption that DOOH would follow the same growth curve as online advertising, but DOOH operates within physical, regulatory and organisational constraints that naturally slow adoption. Structural barriers such as fragmentation and measurability, specifically ROI, held it back too.
However, I would stress that this hasn’t been a failure, rather a more organic and sustainable evolution. We’re now seeing stronger foundations being put in place, with the industry becoming far more robust and credible as a result.
What are the main challenges facing the digital signage technology market?
Today specifically, a growing concern and challenge is cybersecurity. Digital signage, DooH, and retail media networks are no longer quiet bystanders in the cybersecurity landscape – they are now prime targets. In recent weeks, attack attempts against digital signage infrastructures have surged dramatically, and companies need to act now and fast.
It is great that today’s networks are data-driven, cloud-connected, and deeply integrated into enterprise IT environments. This makes them powerful – but also vulnerable. Network operators and brand owners must recognise that cybersecurity is no longer an optional add-on; it is a core operational requirement.
We have made this a big topic for discussion at The DSS as this challenge grows in complexity.
Everybody is talking about AI, but so far its usage in DOOH is rather limited. Do you think that will change?
Yes, but in a measured way. AI won’t suddenly transform DOOH overnight, and that’s a good thing. Where we will see real impact is behind the scenes, optimising content scheduling, automatisation, improving audience insights and enhancing operational efficiency. As privacy‑first data models mature, AI will play a much bigger role, but it needs to be trusted, transparent and genuinely useful rather than used as a buzzword.
Organisations that focus on practical AI applications rather than experimentation for its own sake will see the greatest returns.
How is DSS 2026 going to be different from the previous ones?
The DSS 2026 is deliberately designed to reflect the current status of the industry and how this will define the coming months. Each event starts with an invidis keynote that frames where the industry is right now, spotlighting what’s working, what’s challenging and what companies should be paying attention to. Particularly in uncertain times, with geopolitical and economic pressures, people want an honest view of the market.
New for 2026, we welcome three new exclusive workshops, based on a first-come first-served model delving into the key topics and trends. Sessions include ‘Product Engineers: The New Superman? Rethinking Roles and Org Design for the AI Era’, ‘Digital Signage Compliance 2026 – Identifying Risks and Setting Priorities’ and ‘From Central Briefing to Store Ready Concept – Translating Retail into NextGen Signage’.
We also have a diverse sponsor portfolio that covers the whole ecosystem ensuring that on top of the content programme, that there will be greater cross‑pollination between technology providers, media owners, brands and cities.
What differentiates DSS from other DOOH trade events?
The DSS operates as a strategic forum rather than a traditional trade show. Our differentiation lies in our curation of speakers, topics and audience.
The summit isn’t about product launches or sales pitches – it’s about understanding direction. If you want to know where digital signage and the wider industry are really going, The DSS gives you that perspective. People attend to learn, to benchmark themselves against the market, and to connect with others facing the same challenges.
Networking is also at the heart of The DSS. Most people stay in the same hotel, travel in and out easily, and spend real time talking to one another. We find that mix of strategy and informal connection is incredibly powerful and as a result The DSS has truly become a trusted platform for shaping industry direction.
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