Why Advertisers Are Switching from Static to LED DOOH Screens

The DOOH market is rapidly on the rise. In the US, the OOH digital share sits around 35% with predictions it will rise up to 75% over the next decade. Australia fares even better – while digital screens made up just 20% of total OOH screens, they generated a whopping 75% of total OOH revenue in 2024. These are impressive figures, indicating the Aussies know what they’re doing when it comes to monetising digital signage. 

As an advertiser, it’s clear LED billboard signage is no longer a nice-to-have. It’s a must to ensure you’re keeping up with your competitors.  Here we explore some insights into the potent industry shift from static signage to a fully digital and data-driven medium, while addressing the challenges advertisers face in the DOOH market, alongside potential solutions.

The insights 

A recent podcast with industry professionals, Screenverse CEO David Weinfeld and Screenverse President Adam Malone, explored the current state of the DOOH market. They shared some key insights:

4 Challenges Facing the DOOH Market

Now to the challenges that face the sector – ones you may have found yourself up against.

Challenge 1: Real-Time Campaign Control and Attribution Concerns

Your success hinges on proving your campaign’s effectiveness. It’s essential for securing budget and for future growth. You’ve likely faced struggles with real-time control and flexibility, limiting your ability to respond to market changes, seasonal trends or competitor activity. On top of that, there is a lingering perception that DOOH advertising is less measurable than digital channels. But is that really the case?

When it comes to the hardware side, INFiLED’s LED signage, particularly the MV and MVmk2 Series, lays a solid foundation for smart, measurable, programmatic DOOH campaigns. This is through their: 

Challenge 2: Market Fragmentation and Data Scale

You may be familiar with the frustration caused by disparate vendor standards and limited integration across networks. This makes it tough to access inventory or measurement data, complicating planning and buying campaigns at scale. In addition, it slows down your ability to compare performance across multiple platforms and update your executions accordingly. 

INFiLED has invested substantial capital in developing products that address these issues, with a focus on standard physical specs, remote control capability, and energy efficiency. All three work together to support better integration into programmatic DOOH ecosystems and standardised cross-network planning. For instance:

• The MV and MVmk2 Series features industry-standard design elements, including modular panels and standardised connection angles that support flat and curved configurations. It enables flexible and multi-site deployments with consistent installation and maintenance procedures.

• The DMS allows for centralised, real-time remote management of multiple screens across locations, supporting better operational oversight and reducing technical fragmentation.

• Advanced heat dissipation systems reduce power consumption up to 16%, aligning with green standards increasingly valued by clients and regulators.

ELAN Media’s project at select WOQOD petrol stations across Qatar is a great example of a successful strategic response to market fragmentation and data scale challenges in DOOH advertising.

The campaign’s ambitious aim was to enhance brand visibility and engagement across the country utilising high traffic locations. They selected six high-performance, weather-resistant LED screens from our MV Series, featuring a 10.41 pixel pitch, 8,000 nits brightness, and advanced Novastar Light Sensor technology. 

The unified hardware platform, paired with integrated content management systems, simplified campaign operations across distributed sites, enabling streamlined content updates and data-driven advertising strategies.

Through this partnership, INFiLED and ELAN Media showcased how reliable technology and cohesive ecosystem integration can reduce the complexity of fragmented markets, making digital networks easier to manage, and more efficient to scale in competitive environments.

Challenge 3: Curating the Right Creative and Contextual Fit

Successful DOOH campaigns hinge on overcoming unique creative challenges that stem from the medium’s dynamic nature. Unlike static or traditional digital signage, your content must grab attention instantly in physical environments where audiences only glance for a moment, often battling glare, distance and distractions. 

But it’s not just about making your creative visually striking; it’s about adapting that creativity across a vast ecosystem of diverse screen types, formats, and locations; from curved architectural façades to transparent mesh displays, each affected by varying lighting and weather, traffic patterns and audience demographics. To remain relevant and effective, these campaigns need to dynamically adjust in real time to these external factors. 

INFiLED’s modular, high-brightness LED displays (MV Series, MVmk2, MV Edge, MV Mesh) empower advertisers and agencies to deploy campaigns that are visually stunning, large-scale, and tailored for any outdoor environment, from flat city squares to curved architectural spaces.

Perhaps the most striking example of addressing the challenge of the right creative and contextual fit is the Blue Rhine Industries transformation of the iconic Dubai Fountain. Spanning an unprecedented 440 metres in length and three metres in height, the temporary LED display – using over 1,254m² of INFiLED’s 3.9mm pixel pitch MVmk2 Series curved LED panels – is the longest digital screen in the UAE.

Engineered specifically for the Middle East’s demanding climate, the IP65-rated, fanless MV Series panels provide consistent, vibrant visuals despite extreme heat and humidity. The curved design required precision engineering, including nearly 500 custom-cast concrete foundation blocks installed with sub-centimetre accuracy to withstand high winds.

The project was designed for rapid installation and removal, with modular components enabling flexibility and sustainability, with the panels intended for reuse at other high-profile locations. The installation preserved the Dubai Fountain’s iconic atmosphere during renovation, maintaining visitor engagement and commercial vitality.

It was a remarkable undertaking showcasing how innovation, scale and environmental adaptability converge to tackle DOOH’s creative and contextual complexity, captivating audiences in even the most challenging outdoor settings. As John Joseph, Director of Blue Rhine Industries aptly puts it:

“We already knew that the combination of Blue Rhine Industries and INFiLED works. We’ve proven it before, and we’ve proven it again here.”

Challenge 4: Adoption and Education, Media Spend Share, and Long-term Partnership

Adoption and education, media spend share, and long-term partnership are deeply intertwined challenges in DOOH advertising. For marketers to fully adopt DOOH and confidently increase investment, they must experience consistent proof of product reliability, performance and innovation. This only comes through long-term partnership with trusted providers, such as advertisers, technology providers, and systems integrators and installers.

At INFiLED, operational reliability and strong customer support are the foundations for creating a long-term partnership with our clients. It’s a key way of cultivating trust – brands, advertisers and media owners must feel comfortable knowing their campaigns will perform week after week without unexpected technical risks.

Dubai’s Al Khail Road project with GroupPlus Media ideally highlights this. It involved transforming the immense road – which carries 20,000 vehicles per hour – from a static billboard environment to a dynamic canvas, all in demanding desert-like conditions. 

How We Can Help You with Your DOOH Challenges

While it’s clear the DOOH advertising sector is experiencing immense growth, challenges persist, be they perceptions about measurement and attribution, to creative adaptability and market fragmentation. INFiLED’s partnerships and innovative LED solutions empower brands to overcome these barriers, all while delivering impactful and measurable campaigns in diverse environments. 

The recognition we receive from our industry peers not only brings us much pride, but affirms our role as more than a manufacturer. We are a strategic partner committed to helping you overcome DOOH sector challenges and thrive in a digital-first outdoor advertising world. 

Contact our expert team to find out more about how we can support you in this endeavor.