When we looked at the sources, they are mostly SEO-enhanced industry vendor blogs, not independent analysts. [Ed.]

🚀 1. AI Becomes the Core Operating System of DOOH

Across multiple analyses, 2026 is described as the year AI shifts from “experimental” to mission‑critical infrastructure for DOOH campaigns.

What this means:

• AI‑driven creative optimization in real time
• Predictive audience modeling for better targeting
• Automated campaign planning and cross‑channel orchestration
• AI‑powered measurement and attribution

AI is no longer a bolt‑on tool — it’s the backbone of DOOH strategy.

🎥 2. Video Dominates DOOH as the Primary Creative Format

Video is now “the operating system of modern influence” in 2026.

Expect:

• More motion‑first DOOH screens
• Video‑native creative standards
• Seamless integration with CTV and mobile video buys
• Unified storytelling across screens (CTV → mobile → DOOH → retail)

This is a major shift: DOOH is no longer static; it’s becoming a real‑world extension of digital video ecosystems.

🔄 3. Programmatic DOOH Goes Mainstream

Programmatic access is rising globally, with Canada highlighted as a leading market where DOOH is now targeted, optimized, and attributed like digital.

Key developments:

• More inventory available programmatically
• Real‑time bidding tied to contextual triggers
• Dynamic creative based on weather, traffic, events, or audience density
• Cross‑channel programmatic campaigns (CTV + DOOH + mobile)

Programmatic DOOH is finally delivering the scale and flexibility advertisers have wanted for years.

📊 4. Measurement & Attribution Catch Up

2026 is the year DOOH measurement becomes credible, standardized, and outcome‑driven.

Expect:

• Better footfall attribution
• Multi‑touch attribution models including DOOH
• Integration with retail media networks
• More transparent performance reporting

This unlocks DOOH’s shift from “awareness channel” to full‑funnel performance driver.

🧠 5. Contextual Creative Becomes the New Standard

Canadian and global reports highlight a surge in contextual, adaptive creative that responds to real‑world conditions in real time.

Examples:

• Weather‑triggered ads
• Sports‑triggered creative
• Time‑of‑day personalization
• Audience‑density‑based messaging

Contextual DOOH is becoming a creative discipline of its own.

🛰️ 6. DOOH as the “Real‑World Layer” of Digital Marketing

Multiple sources describe DOOH as the connective tissue between online intent and offline decision‑making.

This means:

• DOOH integrated into omnichannel journeys
• Unified planning across mobile, CTV, social, and DOOH
• Retail media networks extending into physical spaces
• DOOH as a bridge between digital behavior and real‑world action

This is a major strategic repositioning of the medium.

🏙️ 7. Smarter Screens, Smarter Cities

2026 DOOH is increasingly tied to smart‑city infrastructure and data‑rich environments.

Trends:

• More sensors and data inputs
• Higher‑resolution, energy‑efficient screens
• Interactive or semi‑interactive formats
• Transit, retail, and urban environments becoming “intelligent media surfaces”

This is especially strong in markets like Canada, the US, UK, and APAC.

📈 8. Continued Global Growth in OOH Spend

OOH is entering a “transformative era” with strong growth projections through 2029, driven by DOOH innovation.

Drivers:

• Post‑pandemic mobility recovery
• Increased advertiser confidence
• More premium digital inventory
• Better ROI proof points

OOH is no longer a legacy channel — it’s a growth channel.

📌 Summary Table: 2026 Global DOOH Trends