Programmatic DOOH & Digital Signage Software
The buyer population — Display advertising
Base industry report for 541850 →- Establishments · CanadaA
- 483
- Under 10 employeesA
- 77%
Of 483 Canadian establishments with employees, 77% have fewer than ten — an industry of very small operators. Each of those is one potential account, before any filter for size or fit.
Entry signal — what decides who wins here
One thing must be trueEntry turns on a single condition that can be named and tested before much is spent. Clear it and this becomes an execution question; fail it and no amount of operating skill helps.
Displace an incumbent the screen found well defended — payments attached to the workflow, data that does not leave, a contract that renews itself. Share here means giving a buyer a reason to break something that currently works, which is a higher bar than being better.
Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.
This is not a probability of success, and it is not a verdict on you. No survival probability is published per market, and inventing one would be worse than saying so. What the bar reads is how much of the outcome sits inside an operator's control: green means the hurdles are ones a better operator clears, red means the binding constraint is capital, an asset or a permission rather than execution. Someone arriving with an advantage this screen did not assume can win a market shown in red.
Companies named in this market · 6
The binding constraint — incumbent vulnerability
This category consolidated out from under new entrants in under three years, and the buyers were strategics rather than sponsors. Perion bought Hivestack — Canadian, Montréal — for about US$100M; T-Mobile bought Vistar Media in 2025; and in November 2025 Broadsign, also Montréal, bought Place Exchange in its fourth acquisition in seven years, ending with roughly 1.8 million programmatically transactable screens and 370 staff. Note the Canadian concentration: two of the three platforms that defined programmatic DOOH were built in Montréal, which makes this the strongest domestic comparable in this research — and both are now inside larger owners. The exit path is real and the independent path has closed.
Sectors joined: Martech · MarTech · AdTech · Marketing Tech · Marketing SaaS · AI Martech
[UNVERIFIED] Sector-to-NAICS mapping is analyst judgment — see data/angel-sector-map.json. Counts are a per-record cross-reference and are not additive across records.
The incumbent
Who owns this market and who is coming for it. Fields a screen never reached say so rather than guessing.
Financials & market size — sourced
Figures that came from a filing, a results release or reputable reporting, each carrying its evidence tier.
Market size, derived
Built from the competitor set upward rather than quoted from a forecast. Published TAMs in these categories are frequently reverse-engineered from each other, so any published figure is checked against the vendor arithmetic rather than trusted on its own.
Disclosed revenue from 1 of 4 named vendors. The market is at least this large.
No vendor has both a disclosed revenue and a published share.
Only a revenue floor is known — the true market is larger by whatever the undisclosed vendors earn.
Competitor set · 4 named · 1 disclose revenue
| Name | Revenue | Share | Note |
|---|---|---|---|
| Broadsign (Canadian — Montréal)B | not disclosed | — | Private; discloses screens (~1.8M) rather than revenue |
| Perion (Hivestack)NASDAQ: PERIB | $440M | — | 2025 group revenue, −12%; DOOH grew 36% inside it |
| Vistar MediaB | not disclosed | — | Acquired by T-Mobile in 2025; no longer discloses |
| Xibo / Anthias (Screenly OSE) / info-beamerB | not disclosed | — | Open-source signage CMS — the price floor at the small end |
Evidence
Evidence. Incumbent financials on this record ARE sourced (tier A/B, see the financials block). The cut factor and reasoning remain analyst judgment and were not tested against customers.
Where the industry talks
The associations, forums and events where people in this trade actually talk shop — where to listen before entering, and where the first customers are found. Each link was opened on the date shown.
National not-for-profit for the Canadian OOH industry; members are advertisers, agencies, programmatic tech stacks and OOH companies. No member count stated.
'800+ members' per its About page: media companies, advertisers, agencies, ad-tech providers and suppliers.
'over 165 member companies' per its Membership page; global DOOH trade group. Its old domain dpaa.org is now a parking page.
DPAA's annual DOOH summit; 13 October 2026 at Pier Sixty, New York.
Blocked automated access (Cloudflare); search results show a 2026 board election and 2026 events. Not-for-profit signage trade body founded 2010.
Digital signage and DOOH trade magazine; Dave Haynes's Canadian blog sixteen-nine.net merged into it and now redirects here. Articles dated September 2026.
Trade news site covering signage software, DOOH advertising and hardware.
Global OOH trade body of national associations, media owners and adtech firms; news posted September 2026. No member count stated.
Digital Signage Experience (DSE), the category's long-running trade show, has been discontinued by Questex as a stand-alone event, so no signage-specific show is listed.
The businesses it sells to
Operating-business records filed along the same branch of NAICS — the customers of this software, screened as businesses in their own right.