Observed Signal · Jun 11, 2026 · Event · Source: persoenlich.com News · Impact: 3/5 · Sentiment: Positive
DOOH Day 2026 Highlights Swiss DOOH Developments
DOOH Day 2026, held in Zurich on 11 June 2026, was organised by IAB Switzerland, IGEM and IG DOOH with support from SWA and LSA. Presentations and two panels covered measurement and research efforts in Switzerland and Germany, programmatic DOOH growth, retail DOOH use cases, and political pressure on advertising. Key technical updates included a German cross-market market-media study leveraging a mobility panel of over one million panelists, SPR+’s forthcoming SRP+ 6.0 AI to provide granular DOOH metrics for screens under 55 inches, and intervista’s expanded measurement system that now includes illuminated/unilluminated posters, scrollers, Drehsäulen and analog transit formats. Industry speakers emphasised the need for overarching, independently collected performance data across digital and analog out‑of‑home formats and signalled continued work toward concrete results by DOOH Day 2027.
Progress on cross-market DOOH measurement (large mobility panel, SRP+ 6.0 AI) and expanding measurement coverage alongside fast-growing programmatic DOOH in Switzerland have practical implications for planning, buying and attribution across OOH formats.
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Key Takeaways & Evidence Grounding
- DOOH Day 2026 took place in Zurich on 2026-06-11 and was organised by IAB Switzerland, IGEM and IG DOOH, supported by SWA and LSA.
- Frank Goldberg (DMI / IDOOH) presented the status of DOOH audience measurement in Germany and work on a cross-market market-media study that will use a mobility panel of over one million panelists.
- Felix H. Mende (SPR+) presented the evolution 'SRP+ 6.0 AI' which aims to deliver the granular geographic, sociodemographic and temporal performance metrics requested for (p)(D)OOH under 55 inches.
- intervista (Beat Fischer) unveiled a measurement update integrating DOOH with non-illuminated and illuminated posters, scrollers, Drehsäulen and analogue transit advertising; initial campaign comparisons show contact values and net reach similar to SPR+.
- Speakers from Drop8 and Splicky reported dynamic growth of Programmatic DOOH (PDOOH) in Switzerland; panels emphasised the market demand for cross-provider, cross-format performance data.
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