Display Technology

How IoT is reshaping DOOH network deployment, maintenance

Digital signage networks are everywhere. They've also become increasingly complex to manage. The question is no longer just about where to place a display, but how to ensure it is online, secure and accountable on a large scale.

Photo: Adobe Stock

July 9, 2025 by Wayne Vandekraak — SVP Strategic Partnerships, OptConnect

Digital signage networks are everywhere. They've taken over gas stations, malls, and elevators, as well as a plethora of other public spaces, and because of this, they've become more critical to advertisers than ever before.

They've also become increasingly complex to manage as screen deployments expand across various locations, from retail, transit, roadside, and beyond. The question for operators is no longer just about where to place a display, but how to ensure it is online, secure, and accountable on a large scale.

This is where connected IoT comes in. IoT is quietly reshaping how DOOH networks are deployed and maintained. Through a connected infrastructure, screen-level diagnostics, real-time monitoring, cellular connectivity, and remote device management, this technology solves persistent problems that ensure reliability among these screens for which many brands are paying thousands of dollars.

IoT helps keep Screens online

Every minute a screen is down is lost media value. In large networks, especially those running dynamic campaigns, even short outages can affect reporting, billing, and a brand's trust if the screen goes out.

With IoT-enabled monitoring, operators can track screen status in real time. If a player crashes, a signal drops, or a display freezes, alerts are triggered automatically. Many issues, like reboots or network resets, can be resolved without sending a technician out.

Operators who previously relied on site visits to flag outages now use IoT platforms that provide real-time visibility into thousands of endpoints simultaneously. This improvement makes the system more reliable and easier to manage, which helps operators fix issues quickly and meet the performance guarantees they promise to advertisers or clients.

Deployment at scale

Anyone who's installed a screen in a public or retail environment knows how unpredictable local infrastructure can be. Wired internet access can involve permitting, landlord negotiations, or working around business hours. This can cause delays and missed campaign starts. IoT solutions that use a managed cellular network remove many of these issues. Devices arrive pre-configured, connect automatically, and avoid the delays of working with local ISPs.

A cellular IoT connection allows for the integrator and deployer of DOOH much more control over the management of the connection to their sign. LAN firewall, security software, and procedures often break the connection when it has an on-premise wireline connectivity solution. When the connection goes down, it requires contacting an IT person to troubleshoot and restore the connection, which is often time-consuming. With cellular, you're not dependent on a third party to maintain access to your signage.

This approach works well for fixed installations and seasonal, mobile, and pop-up activations that need to be operational immediately. The time and cost savings are substantial for operators managing rollouts across hundreds of locations. And for advertisers, it means fewer delays and setbacks in getting campaigns live and running.

Remote management reduces costs

Dispatching technicians to check a blank screen or swap a media player isn't just a hassle; it can eat into margins quickly. Remote management tools built on IoT connectivity give operators visibility into device health, signal strength, and environmental factors (like temperature or power status). Many common issues, such as software freezes or firmware errors, can be identified and resolved from a central dashboard.

In many networks, IoT-enabled visibility has dramatically reduced the need for field service calls, often by a third or more, allowing operators to scale without expanding support teams at the same pace.

That shift to remote management is also becoming more accessible from a cost perspective. Historically, DOOH integrators and advertisers have been reluctant to use cellular IoT for digital signage connectivity because of the cost associated with the use of data.

However, cellular carriers have become much more competitive over the past year, offering pricing packages that support high data usage, such as 300 GB or more per month with Fixed Wireless Access plans. As long as the video content isn't streamed, advertisers can upload large video files and reliably use cellular IoT as the communication protocol, which is also cost-saving.

Advertisers' trust

As DOOH becomes more integrated with programmatic and digital campaigns, advertisers expect the same level of accountability they get from online channels. "Did the ad run?" is no longer a rhetorical question.

IoT-connected screens can easily log proof-of-play data and integrate playback reporting into broader reporting tools. For media owners, this provides an extra level of transparency. For advertisers, it increases confidence.

For agencies, it offers a more standardized way to evaluate campaign delivery across multiple vendors. Real-time reporting isn't just a nice-to-have; it's increasingly becoming the standard protocol for national and global buyers.

Security isn't optional

DOOH screens are public-facing, internet-connected, and increasingly dynamic. That combination makes them powerful, but also vulnerable.

Security breaches in digital signage have ranged from silly pranks to serious reputational damage. As networks grow, so does the attack surface. IoT infrastructure with built-in encryption and continuous monitoring is becoming a baseline requirement. Operators are now treating security as part of network design. In practice, that means standardizing secure onboarding processes, requiring remote access policies, and staying ahead of patching across a distributed fleet of devices.

IoT doesn't make networks invulnerable, but it gives operators the tools to enforce policies and respond quickly when something goes wrong. Most bank branches, retail stores, and similar venues will not allow access to their network under any condition; it's simply too risky to have a third-party advertiser on their LAN. Cellular IoT circumvents this issue entirely by operating independently from these restricted networks.

The DOOH sector is quickly growing and becoming more sophisticated. With that comes a higher standard for reliability and transparency. From deployment and uptime to reporting and security, IoT gives DOOH operators more control over their networks, at a time when scale and accountability are under the microscope.

It's not the flashiest part of digital signage. But it might be the most important thing for those responsible for keeping networks live, stable, and measurable.

About Wayne Vandekraak

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