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Global ad-tech company Perion has released its annual DOOH Trends and Predictions for 2026, outlining how digital out of home (DOOH) is evolving into a more intelligent, sustainable and seamlessly connected medium. From the rise of agentic AI to the measurable impact of sustainability, Perion highlights how technology and creativity are reshaping the way brands connect with audiences across real-world environments. Agentic AI and the next phase of intelligence Artificial intelligence has moved beyond efficiency tools to become the creative brain of DOOH. Perion foresees the growth of agentic AI, systems that can act on campaign goals in real time, deciding when, where and how ads should appear. Creative now responds dynamically to environmental triggers such as weather, traffic and events, while advanced attribution models link exposure to measurable business outcomes. In 2026, DOOH will operate as an adaptive network, one that learns, optimises and continually improves performance. Real-time context as a competitive edge Contextual relevance will define effective campaigns in 2026. Brands are increasingly using APIs and live data, from sports scores to air-quality levels, to ensure every exposure feels naturally aligned with its surroundings. Perion notes that contextual intelligence is fast becoming a competitive advantage in a media landscape where relevance drives attention and impact. A seamless bridge between offline and online As retail-media networks expand, the boundary between physical and digital experiences is fading. Screens are now gateways into omnichannel journeys, from a street-level impression that prompts a mobile search to a retail-screen encounter that triggers an online conversion. Perion predicts that DOOH will play an essential role in commerce-driven strategies, linking awareness to measurable action. Creativity without boundaries Technology is unlocking a new wave of experiential storytelling. 3D and AR executions continue to evolve, while gesture-based, projection and data-driven storytelling are redefining what’s possible in public spaces. Perion describes 2026 as DOOH’s experiential era, where creativity travels globally and adapts to audiences wherever they are. Infrastructure evolution: beyond the loop Behind the scenes, infrastructure modernisation is transforming how inventory is valued and traded. Publishers are shifting from the traditional “spot in the loop” model to audience- and outcome-based delivery. Perion reports that impression-based, end-to-end ad-serving systems are enabling DOOH to integrate more closely with other digital channels, improving efficiency and cross-channel intelligence. Sustainability becomes a measurable metric Sustainability has moved from promise to practice. Across networks and buying platforms, carbon measurement and reduction are becoming built-in features, from green PMPs to smarter energy management. Perion believes carbon accountability will soon be embedded in various stages of media planning, making sustainability not only a responsibility but a clear market differentiator. As DOOH continues to mature, Perion’s 2026 outlook paints a future that’s data-driven, creative and accountable. The year ahead won’t just be about brighter screens. It will be about smarter systems, cleaner energy and campaigns that connect purpose with performance.
