Dear GSA members and industry friends,
October has been a useful reminder that the future of digital signage will be shaped as much by platforms, partnerships and measurable outcomes as by the displays themselves.
Amazon made one of the biggest announcements, introducing a 55-inch, FireOS-powered signage display in the United States. The reported suggested price is $699.99, and 86 CMS partners are already part of the ecosystem. Major technology companies are bringing new scale and competitive pressure to the entry-level market, and independent software partners remain essential.
Retail media shows what this convergence can deliver. In the UK, Cotswold Outdoor Group has deployed 149 displays across 23 stores, connected to its wider retail media platform. The retailer reports that an early Hoka campaign lifted units sold per store by 13%. Figures like this need careful reading, but they explain why retailers are looking beyond screen deployment and towards commercial results.
Programmatic DOOH keeps widening its reach. VIOOH’s partnership with TuMedio opens more than 500 screens across Spain and Portugal to programmatic buyers, with a reported 320 million monthly impressions. A global industry study found that 34.5% of 2025 programmatic DOOH spend went through omnichannel buying platforms. In the Netherlands, our industry association Outreach reported 12% year-on-year DOOH revenue growth in the third quarter, with digital making up 60% of total OOH revenue.
Shared standards are gaining ground too. The US Out of Home Advertising Association has set up a Technical Advisory Council to work on data definitions, automation, measurement and integration with other media channels.
Taken together, these developments are encouraging, and they come with a clear challenge. As our industry becomes more connected, interoperability, transparency and collaboration are business necessities. It is the Alliance’s job to help members exchange knowledge, form partnerships and turn these changes into lasting value for customers worldwide.
Kind regards,
Mark Ossel
Chairman, Global Signage Alliance
