Deutsche Telekom expands digital advertising network in Germany

Deutsche Telekom is expanding its Digital Out-of-Home (DooH) advertising network, with several hundred LED displays currently operational in cities such as Munich and Düsseldorf. While the network was initially used for internal MagentaTV promotion, it is now being utilized by external brands including Deutsche Post, Kaufland, and Wrigley’s.

Technical observations note that while the network is growing, some early-stage issues persist, such as pixelation in high-traffic areas and inconsistent brightness control in shaded environments. However, vandalism has not yet emerged as a significant issue for the deployment.

Simultaneously, the advertising sector is seeing growth from other players. Lieferando is expanding its own DooH network within its restaurants, aiming to grow from 500 active screens across seven cities to 2,000 by the end of 2027.