The U.S. DOOH Market and Trison’s Strategic Acquisition of Zero-In

The Digital Out-of-Home (DOOH) market in the United States is experiencing significant momentum, particularly in retail and Quick Service Restaurants (QSRs). As brands seek more dynamic, data-driven ways to engage consumers, DOOH has emerged as a powerful medium, blending the reach of traditional out-of-home advertising with digital flexibility.

Retail and QSR Growth in DOOH

In retail, DOOH enhances the in-store experience by delivering real-time promotions, product information, and personalized messaging at the point of purchase. Retailers are also increasingly integrating Retail Media Networks (RMNs), turning their physical locations into media assets where brands can target shoppers through digital displays. Giants like Walmart, Kroger, and Walgreens are leading this trend, using programmatic technology to deliver ads tailored to store traffic, demographics, and even external factors like weather.

The QSR sector has also embraced DOOH to improve customer engagement and drive sales. Digital menu boards, promotional screens, and interactive experiences help brands manage content dynamically and tailor messaging based on time of day or location. As QSRs continue to expand their digital strategies, the demand for scalable and efficient signage solutions is on the rise.

Trison’s Expansion into the U.S. with Zero-In Acquisition

Recognizing the opportunities in the evolving DOOH landscape, Trison Group, Europe’s largest digital signage integrator, has taken a significant step into the U.S. market by acquiring Zero-In, a New York-based digital signage solutions provider. This acquisition marks Trison’s formal entry into the world’s largest and highly fragmented digital signage market.

Zero-In brings deep expertise in full-service digital signage, with a strong agency approach and an impressive client portfolio that includes Equinox, Sweetgreen, Cava, Brookfield Properties, Shake Shack, Five Guys, LA Fitness, and Bank of Hawaii. With this acquisition, Trison gains immediate access to key verticals, including QSR, fitness, and banking, while leveraging Zero-In’s creative and technical capabilities.

Rationale Behind the Acquisition

Trison’s acquisition of Zero-In is driven by several strategic factors:

1. U.S. Market Expansion – The U.S. is the largest DOOH market globally. Establishing a foothold here enables Trison to execute global projects with localized expertise.

2. Enhanced Service Capabilities – Zero-In’s full-service model, including content creation, project management, and technical support, aligns with Trison’s mission to deliver end-to-end digital solutions.

3. Stronger Presence in Retail and QSR – As RMNs accelerate the adoption of in-store digital signage, Trison is now well-positioned to support retailers in monetizing their digital assets.

4. Operational Synergies – Zero-In and Trison have already collaborated on projects, including the development of a CMS for Google ChromeOS, ensuring smoother integration post-acquisition.

By acquiring Zero-In, Trison strengthens its ability to deliver innovative, data-driven DOOH experiences to U.S. brands, particularly as Retail Media Networks and QSRs continue to scale their digital strategies. With DOOH playing an increasingly central role in omnichannel marketing, this move positions Trison at the forefront of the industry’s future.