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DOOH adoption triples due to high profitability rates

Generated by AI/Adobe Stock

October 22, 2026

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Digital out-of-home media is delivering strong bottom-line results, with 89% of investing brands seeing profitable returns, according to data from software-as-service platform Keen Decision Systems and OOH data and technology platform Accretive.

Adoption has tripled over the past year, according to the data. Broader OOH adoption has increased in the past year, growing from 21.3% to 25.2%, fueled by a larger pool of advertisers and DOOH-specific adoption rising from 1.1% to 3.4%, according to a press release on the data findings.

"The rapid acceleration of DOOH proves brands recognize the power of real-world exposure, yet the wide range in returns shows that execution strategy largely determines success," Craig Benner, Accretive CEO, said in the release. "Treating out-of-home as a nice-to-have tacked onto a generic omnichannel DSP strategy, buying it like a cheap impression on the open web, severely diminishes its impact. Proper DOOH execution requires real audience planning, purpose-built data, and rigorous outcomes measurement."

Fifty-eight percent of brands generating more than $1 billion in annual revenue leverage OOH in their media mix. Conversely, only 10% of businesses under $50 million in revenue currently invest in the channel.

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