IDOOH

What IDOOH does

IDOOH (legal entity: Institute for Digital Out of Home Media GmbH) is a Munich-based industry association founded in 2021–2022 as a joint venture between the Digital Media Institute (DMI), Goldbach, and Ströer to serve as the unified interest representation for Digital Out of Home (DOOH) advertising in Germany. The organization brings together DOOH stakeholders — media owners, agencies, media planners, and advertisers — to exchange knowledge, develop industry standards, and promote the medium through research, education, and advocacy. Its core "products" are non-commercial services: the IDOOH Academy (professional training), the DOOH Creative Challenge (DCC) annual award program, the IDOOH Konferenz (annual industry conference launched in 2026), the IDOOH Toolbox/Locatrics planning platform, and proprietary research publications including the Green GRP study on media carbon footprints and market data showing DOOH reaching 69% of the German population 14+ with ~10 billion weekly gross contacts.

The organization's business model is membership-funded, with revenue generated through membership fees, industry partnerships, and event-related income rather than product or service sales. Distribution is primarily direct via the idooh.media website and member login portal, supplemented by LinkedIn, Instagram, Mailchimp newsletters, blog content, press releases, and industry events. The go-to-market is essentially a B2B association model targeting DOOH industry participants in the DACH region (Germany, Austria, Switzerland). Leadership is split between two Managing Directors (Dr. Nadia Abou El Ela and Dr. Frank Goldberg) and a Head of Corporate Communications and Event Management. Notable commercial-style partnerships include It Works (Locatrics platform integration), WallDecaux (member since March 2023), Macromedia University (academic cooperation in 2025), and the Pelorus Jack Foundation (rainforest protection campaign with over one million euros in contributed DOOH advertising space).

Name

IDOOH

Legal name

Institute for Digital Out of Home Media GmbH

Website

https://idooh.media

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

IDOOH is a Munich-based industry association founded in 2022 as a joint venture by DMI, Goldbach, and Ströer to represent Germany's Digital Out of Home (DOOH) advertising sector, serving media owners, agencies, and advertisers through standards, research, awards, and conferences.

Ownership category

akta.pro rank

Product category

Advertising Industry Association Services

NAICS

Advertising Agencies (541810), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Advertising (7310), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

akta.pro secondary industries

Out-of-Home (OOH), DOOH & Ambient Advertising (BPAFAAAI), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG), OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)

Keywords

• Digital out of home
• Out of home advertising
• Advertising industry standards
• DOOH market research
• Industry association services

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Distribution channels1 record

Marketing channels6 records

Core offering

IDOOH (Institute for Digital Out of Home Media) is Germany's industry association and interest representation for Digital Out of Home (DOOH) advertising. The organization brings together DOOH industry stakeholders including agencies, media planners, media owners, and advertisers to develop industry standards, conduct and publish market research, promote sustainability in out-of-home advertising, deliver professional education, and host industry awards and conferences.

Product overview

IDOOH (Institute für Digital Out of Home Media) operates as an industry association and interest representation for the Digital Out of Home advertising sector in Germany. The organization does not offer a unified software product but provides services including: the IDOOH Academy for professional education and training; the DOOH Creative Challenge (DCC) annual award program recognizing outstanding campaigns; the IDOOH Konferenz annual industry conference covering topics like AI, Retail Media, and Value Media; and research publications including market data and the P&PS 3.0 planning system. IDOOH serves as a networking hub where the DOOH industry exchanges knowledge, develops standards, and advances the Digital Out of Home medium.

Differentiator

Problem solved

Functional benefit

Products and services

• IDOOH Academy Educational platform providing training, knowledge resources, and professional development content for the Digital Out of Home advertising industry, targeted at DOOH professionals, agencies, media planners, and advertisers.
• DOOH Creative Challenge (DCC) Annual award program recognizing outstanding Digital Out of Home campaigns, with categories for cross-media campaigns, data usage, and young talent (DCC YoungSTARS). Targeted at agencies, media owners, and creative teams producing DOOH campaigns.
• IDOOH Konferenz Annual industry conference bringing together DOOH professionals to discuss trends, technologies (including AI, Retail Media, and Value Media), and share industry knowledge. Targeted at agencies, media owners, advertisers, and technology providers in the DOOH ecosystem.

Quantifiable outcome

• Digital screens in public space achieve nearly 10 billion gross contacts within one week, reaching 69% of the population aged 14+
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• World Out of Home Organization (WOO)coreStrategic or Co-development Partner · 10 February 2022IDOOH is a member of the World Out of Home Organization, an international body for the OOH industry. This membership connects IDOOH to global OOH standards development and international industry collaboration.
• Bund der Außenmedien (BAM)coreStrategic or Co-development PartnerIDOOH works with the German Outdoor Media Association as a cooperation partner, contributing to industry standards and initiatives in the German OOH market.
• GoldbachcoreStrategic or Co-development PartnerGoldbach, together with DMI and Ströer, founded the joint company IDOOH. Goldbach is a key founding partner and strategic collaborator in the IDOOH organization.
• StröercoreStrategic or Co-development PartnerStröer, together with DMI and Goldbach, founded the joint company IDOOH. Ströer is a key founding partner and strategic collaborator in the IDOOH organization.
• Digital Media Institute (DMI)coreStrategic or Co-development PartnerDMI, together with Goldbach and Ströer, founded IDOOH. DMI is the parent organization that runs the DOOH Creative Challenge award and other industry initiatives.
• Macromedia University of Applied SciencesminorStrategic or Co-development PartnerIDOOH and Macromedia University have entered into a cooperation to bring DOOH specifically into higher education teaching. The partnership provides students with industry knowledge, real cases, and networking opportunities with the DOOH industry.
• Pelorus Jack FoundationminorGTM or Marketing PartnerIDOOH partnered with the Pelorus Jack Foundation (founded by actor Hannes Jaenicke) for a rainforest protection campaign on Borneo. IDOOH coordinated DOOH industry support, providing advertising space worth over one million euros.
• It WorksminorGTM or Marketing PartnerIt Works collaborated with IDOOH on the Pelorus Jack Foundation rainforest protection campaign. It Works developed the campaign creative using their KI-based 'Creative Check' feature integrated into their DOOH platform Locatrics.
• WallDecauxminorGTM or Marketing PartnerWallDecaux joined IDOOH in March 2023 and participates in IDOOH industry initiatives. The company provides advertising space for various DOOH campaigns and events organized by IDOOH.

Recent moves7 records

Expansion highlights5 records

Others

• WallDecaux: Major German OOH/DOOH operator and IDOOH member. Operates premium street-furniture and digital screens; comparable as a key industry stakeholder represented by the association.
• Goldbach Group: Cross-media marketing services company and IDOOH co-founder. Operates adjacent to the DOOH ecosystem as a media sales house, sharing ownership and strategic interests with IDOOH.

Direct peers

• FEPE International (European Outdoor Advertising): European federation for outdoor advertising, representing national associations and operators. Comparable to IDOOH as a pan-regional OOH trade body with overlapping members.
• Bund der Außenmedien (BAM): German outdoor media association cooperating with IDOOH. Directly comparable as a German OOH trade body with overlapping advocacy and standards roles, particularly on the static-OOH side.
• Digital Place-Based Advertising Association (DPAA): Association for place-based and digital out-of-home media, focused on education, research, and member services. Overlaps with IDOOH on digital signage advocacy and member enablement.
• Out of Home Advertising Association of America (OAAA): U.S. national OOH trade association performing research, advocacy, education, and awards for the industry. Closest functional analog to IDOOH in a different geography.
• World Out of Home Organization (WOO): Global OOH/DOOH industry body of which IDOOH is a member. Directly comparable as a trade association representing OOH/DOOH stakeholders, publishing research, and setting international standards.

Regional players

• Route (UK OOH industry body): UK-based OOH trade body providing research, audience measurement, and industry standards. Comparable as a regional association in another major European OOH market.

Broad incumbents

• JCDecaux: World’s largest OOH advertising company with a significant DOOH portfolio in Europe. Broad incumbent that IDOOH members and represents, and a key voice in the OOH/DOOH category.
• Ströer SE & Co. KGaA: One of IDOOH’s three founding members and a leading German DOOH operator. Overlaps with IDOOH’s mission by being the largest single industry stakeholder it represents.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/institute-for-digital-out-of-home-media-idooh-gmbh-i-g
• Instagraminstagram.com/idooh.media
• Xx.com/IDOOHmedia

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about IDOOH