In his Year in Review, Ruben Rengel, Vice President of Global Business Development at Absen, describes trends in digital signage and DooH that are also shaping the further development of LED.
2024 has been a very important year for Absen. We achieved many things that have made us stronger. This year, we worked on exciting projects in big cities, busy transport hubs, and popular shopping areas. These projects showed how reliable and flexible our LED solutions are and how we can handle different challenges in many locations.
One of the big successes this year was the growing interest in MicroLED and COB technologies. These are now the first choice for many premium indoor and outdoor displays because they look amazing, last a long time, and save energy. We saw this trend early on and adjusted our plans to give our customers the best solutions.
Sustainability was also very important for us in 2024. We launched new products that use less energy but still deliver excellent performance. This helped many of our clients meet their environmental goals, which are now more important than ever.
Collaboration has been a key part of our success this year, too. We worked closely with clients, architects, and system integrators to deliver not only beautiful but also efficient projects. This teamwork helped us achieve some amazing results and grow stronger relationships with our partners.
Industry developments
The OoH and digital signage industries changed a lot this year, and we noticed some important trends:
- Focus on premium locations: More advertisers want their campaigns in the best spots, like busy transport hubs, famous landmarks, and entertainment areas. These locations need high-quality, scalable solutions, and Absen’s products have been perfect for this demand.
- MicroLED and COB displays becoming popular: This year, we saw a big rise in the use of these technologies. They provide clear visuals, no gaps, and long-lasting quality, making them great for stores, shopping centers, and big outdoor screens. Absen has focused a lot on these technologies to stay ahead.
- Sustainability is now a must-have: Clients are asking not just for good products but also ones that help them reach their sustainability goals. Absen’s energy-saving solutions have been a big part of helping clients save power and reducing costs.
- Growth of Programmatic DooH: Advertising is becoming smarter, with real-time data used to create targeted content. Absen’s reliable LED products allow this technology to work smoothly, helping our clients create better campaigns.
- Push for standardised solutions: Many clients want easier and faster installations. Modular, scalable products are becoming more important, and Absen’s approach to standardisation has made it possible to meet these demands.
These changes show that the industry is growing, becoming smarter and more demanding. Absen is proud to play a big part in these developments and help lead the way forward.
Onward to 2025
2025 will bring many exciting opportunities for the OoH and digital signage industries. Here’s what we expect:
- More immersive campaigns: 3D displays and other exciting visuals will become more popular, especially in city centers and other high-visibility places. Absen is ready to help brands create these memorable campaigns with our high-resolution displays.
- Sustainability will be even bigger: Many clients are now serious about reducing energy use and their impact on the environment. In 2025, we will continue improving our products to help clients reach these goals.
- Part of smart cities: Digital signage will play a bigger role in smart city projects, combining advertising with public information. Absen’s strong and reliable LED products are perfect for these kinds of projects.
- Emerging markets will grow: Countries in Latin America, Southeast Asia, and the Middle East are investing more in digital technology. These regions will be a big focus for us, and we are ready to support their growth with our standardised products.
- Better DooH with AI and analytics: AI will make advertising even smarter, with real-time updates and better targeting. Absen will keep developing our products to help clients take advantage of these new tools.
