Unlocking the full potential of dynamic DOOH
2025 wasn’t just about putting content on screens, it was about creating experiences that move with the world around them. With smarter data and automation, brands are now tailoring messages to the moment, reacting to weather, traffic, time of day, or even cultural events. Across the last year, we’ve seen brands use these tools to do more than just deliver, they’ve connected.
One standout was the Greene King campaign, which reignited footfall by using dynamic maps to highlight nearby pubs. Each screen displayed a local map showing where the closest pub was and the distance to it – inviting people to drop in. Greene King has been exploring dynamic DOOH for several years, building on their capabilities year after year, constantly experimenting to see how it can drive real results, and this campaign wasn’t a one-off; it ran throughout the year, evolving to stay locally relevant. It’s a great example of a brand using dynamic thinking to make location part of the creative story.
Screens are getting smarter and now more than ever, brands can move beyond static scheduling and engage with what’s happening around them. Because the real strength of DOOH today isn’t just about being digital, it’s about being dynamic.
2026: Where we’re headed
Deeper context in real time
We’ve all seen the “it’s raining, show the umbrella ad” example, but that’s just the baseline. The most exciting work I’ve seen uses multiple data signals – weather, location, time, and cultural moments, working together to create something truly responsive. When campaigns reflect what’s actually happening in the world, they stop feeling like advertising and start feeling like conversation. That’s when context becomes connection.
AI for storytelling, not just optimisation
AI is already doing incredible work behind the scenes, testing creative variations, and keeping campaigns efficient. But the next leap involves bringing it into the creative process. Imagine a campaign that evolves while it’s live, with AI learning from how people move, how a city feels, and how conditions shift. AI-powered storytelling will define the next phase of DOOH – dynamic, data-driven, and still deeply human.
Be hyperlocal, stay brand true
Dynamic DOOH gives brands the chance to connect with people where they are, in real time, but consistency matters. The best dynamic templates are flexible enough to reference local landmarks or events while staying true to brand tone, colour, and character.
The Kellogg’s Crunchy Nut campaign is a perfect example. Every screen told a consistent story, yet messaging flexed to match local context and timing. The creatives were designed and adapted by our design team to ensure every variation stayed true to the brand’s identity while making the most of dynamic responsiveness. Hyperlocal doesn’t mean different everywhere, it means personal everywhere.
Make sustainability part of the story
As DOOH networks expand, sustainability has evolved from a checkbox to a creative brief. We’re already seeing networks reduce energy use with smart dimming, adaptive scheduling, and greener power sources, but dynamic campaigns themselves can also embody sustainability.
The Netflix ‘Toxic Town’ campaign earlier this year did exactly that. Promoting a new series while raising awareness about air pollution, it linked live air-quality data to creatives. When pollution levels spiked, the billboard became obscured by a haze, mirroring the show’s theme and making the audience feel the issue, not just see it. It’s a brilliant example of how live data can make creativity more meaningful and immediate.
Predict, don’t just react
Predictive data is fast becoming a secret weapon for the smartest DOOH campaigns, spotting what’s about to happen and adjusting creative before it does.
Back in 2016, AXA was ahead of the curve, using predictive triggers to adapt messaging based on day, time, location, and even weather forecasts. Their campaign also reacted to real-time performance data, adjusting creative on the go to maximise impact. Today, more brands are combining DOOH data with insights from social, mobile, and online channels to optimise messaging in the moment.
When Programmatic meets Dynamic
Programmatic and dynamic DOOH are even more powerful together, where dynamic content can now be delivered through programmatic channels, adapting in real time. In 2026, the real potential lies in linking these capabilities seamlessly: programmatic to reach the right people, and dynamic to make every impression feel alive and relevant. A combination that unlocks new precision, creativity, and measurability for DOOH.
Retail opportunities: driving sales with Dynamic
Dynamic DOOH is also creating exciting opportunities for retail and hospitality, especially when paired with live data like footfall. The Guinness campaign in Ireland used real-time footfall data to adapt messaging dynamically, encouraging visits to pubs. In 2026, this approach can go even further, turning dynamic content into a direct driver of awareness and conversion.
This applies across paid-for branded screens managed by media owners and brands’ own networks, like Co-op, which uses screens in shop windows. These last-touchpoint screens are ideal for influencing impulse purchases, highlighting local offers, or reacting to live footfall trends.
The bigger picture
People really notice dynamic DOOH when it responds to the world around them – when it feels in sync with their day, their environment, or their city. It’s in those moments that a screen stops being just a billboard and starts becoming part of the conversation.
In 2026, the brands that master this kind of storytelling won’t just advertise, they’ll create experiences that interact naturally with the world around them, making every message feel timely, relevant, and human.
This article was first published in NewDigitalAge Unlocking the full potential of dynamic DOOH - New Digital Age