USD 14.4 Billion
Digital Out-of-Home Advertising Market Size, Share, Growth Analysis, By Display(DOOH Displays, Digital Billboards, Digital Posters, Video Displays), By End-User(Retail, Transportation (Airports, Bus Stops, Train Stations)), By Advertising Format(Programmatic Advertising, Real-Time Bidding (RTB), Static Content, Dynamic Content), By Region - Industry Forecast 2024-2031
Report ID:
SQMIG50T2001 |
Region:
Global |
Published Date: February, 2024
Pages:
157
|Tables:
101
|Figures:
76
Digital Out-of-Home Advertising Market Insights
Global Digital Out-of-home Advertising Market size was valued at USD 14.4 Billion in 2022 and is poised to grow from USD 16.07 Billion in 2023 to USD 38.66 Billion by 2031, at a CAGR of 11.6% during the forecast period (2024-2031).
In recent years, the global Digital Out-of-home Advertising market has been changing consumer preferences and demands by increasing adoption of digital signage, the proliferation of high-speed internet connectivity, and the rising demand for dynamic and interactive advertising content. The market has shown integration of cutting-edge technologies such as AI, data analytics, and augmented reality into DOOH advertising has enhanced the capabilities of campaigns. This has allowed advertisers to deliver more personalized and engaging content to target audiences.
Despite the growth, challenges such as high implementation costs and a lack of standardized metrics for measuring campaign effectiveness remain, hindering widespread adoption, particularly among smaller businesses.
Market Snapshot - 2024-2031
Global Market Size
Largest Segment
Digital Billboards
Fastest Growth
Video Displays
Growth Rate
11.6% CAGR
Global Digital Out-of-Home Advertising Market($ Bn)
Country Share for North America Region (%)
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Digital Out-of-Home Advertising Market Segmental Analysis
The global digital out-of-home advertising market is segmented into four major segments i.e. by display, end-user, advertising format, and region. Based on the type of display, it is divided into static dooh displays, digital billboards, digital posters, video displays, and others. Based on end-user industry, it is bifurcated into retail, transportation (airports, bus stops, train stations), hospitality, healthcare, entertainment, corporate, education, and others. Based on advertising format it is segregated into, programmatic advertising, real-time bidding (rtb), static content, dynamic content, and others. Based on region, the market is segmented into North America, Latin America, Asia Pacific, Europe, and MEA.
Analysis by Display
Digital billboards have typically held a substantial market share due to the advances in display technologies, including improvements in resolution, color accuracy, and energy efficiency, which will play a crucial role in the growth of specific display types. Moreover, durability and low maintenance requirements may contribute to their continued dominance.
Due to niche applications, particularly in interactive and immersive environments, Video Displays have gained popularity. It may experience growth in areas where creating unique and interactive experiences is a priority, such as in experiential marketing and entertainment venues.
Analysis by End-User
Retail has long dominated the global digital out-of-home advertising market due to the importance of advertising in enhancing the in-store customer experience, promoting products, and driving sales. Digital displays in retail environments can be versatile, showcasing dynamic content and targeted promotions.
Transportation hubs are crucial locations for DOOH advertising due to high footfall and dwell times. Airports, bus stops, and train stations provide opportunities for advertisers to reach a diverse audience. The transportation segment may continue to grow rapidly, driven by increased investments in modernizing transportation infrastructure. Advertisers recognize the potential of reaching a captive audience during travel, making this segment attractive for dynamic and location-based campaigns.
Global Digital Out-of-Home Advertising Market By Display
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Digital Out-of-Home Advertising Market Regional Insights
North America has historically dominated the Digital Out-of-home Advertising market due to the mature advertising industry, high technological adoption rates, and significant investments in digital signage across various sectors. While North America may not experience the same rapid growth rates as emerging markets, it remains a dynamic region for DOOH innovation. The adoption of programmatic advertising and interactive technologies could contribute to sustained growth.
Asia-Pacific is expected to be one of the fastest-growing regions for DOOH advertising. Rapid urbanization, increasing disposable income, and a growing middle class create opportunities for advertisers to engage with a broad and diverse audience. The region's large population and urbanization trends contribute to a substantial audience for DOOH advertising.
Global Digital Out-of-Home Advertising Market By Region
- Largest
- Fastest
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Digital Out-of-Home Advertising Market Dynamics
Drivers
Continuous Evolution and Integration of Cutting-edge Technologies
- The continuous evolution and integration of cutting-edge technologies, including artificial intelligence, augmented reality, and data analytics, have significantly enhanced the capabilities of DOOH campaigns. This technological advancement allows advertisers to create more personalized, interactive, and dynamic content, thereby increasing engagement with target audiences
Restraints
High Upfront Cost Associated and regulatory Frameworks
One of the main market restraints is that cost includes the acquisition of digital displays, content creation, and technological integration, posing a barrier for smaller businesses and advertisers with limited budgets. Another restraint is the potential resistance from regulatory frameworks and privacy concerns.
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Digital Out-of-Home Advertising Market Competitive Landscape
The competitive environment of the digital out-of-home advertising market is dynamic and characterized by intense rivalry among key players vying for market share and innovation leadership. Established industry leaders, including digital signage solution providers, technology integrators, and advertising agencies, are continually engaged in strategic initiatives to strengthen their positions. The market dynamics are influenced by factors such as technological advancements, geographic expansion, and collaborations. New entrants and startups bring innovation, fostering a climate of continuous evolution.
Top Player’s Company Profiles
- BroadSign International LLC.
- Daktronics Inc.
- Talon Outdoor Ltd.
- oOh! media Limited
- QMS Media Limited
- SevenOne Media GmbH
- Stroer SE & Co. KGaA
- Exterion Media Group
- The Times Group
- EyeMedia LLC
- AdColony
- VGI
- Lamar Advertising Company
- Ströer Media Germany GmbH
- Ocean Outdoor UK Ltd.
- Primesight
- Adams Outdoor Advertising
Recent Developments
- In May 2023, JCDecaux SE (Euronext Paris: DEC), the leading global outdoor advertising company, revealed its recent agreements with Clear Channel Outdoor Holdings, Inc. for the acquisition of its operations in Italy and Spain.
- In November 2023, Clear Channel Outdoor Americas (CCOA) and the United Service Organizations (USO) are collaborating once more on a nationwide digital out-of-home (DOOH) media initiative.
Digital Out-of-Home Advertising Key Market Trends
Integration of Artificial Intelligence and Programmatic Advertising
- The integration of artificial intelligence and data analytics, enabling advertisers to deliver more targeted and personalized content. This trend not only enhances the effectiveness of campaigns but also allows for real-time optimization based on consumer behavior and preferences. Secondly, programmatic advertising continues to gain prominence, providing advertisers with automated and data-driven tools for efficient campaign management and audience targeting.
Digital Out-of-Home Advertising Market SkyQuest Analysis
SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Correlates, and Analyses the Data collected by means of Primary Exploratory Research backed by robust Secondary Desk research.
Global digital out-of-home advertising market analysis reveals a dynamic marketplace with a number of standout trends and difficulties. The market is propelled by technological advancements, particularly in AI and data analytics, fostering targeted and dynamic content delivery. However, high upfront costs, regulatory concerns around data privacy, and a lack of standardized metrics pose restraints. Additionally, digital billboards and LED displays dominate the product landscape. Regionally, North America and Asia-Pacific lead in market share due to advanced digital infrastructure. Key trends include the integration of augmented reality, programmatic advertising, and sustainable practices, shaping the market's dynamic evolution.
| Report Metric | Details |
|---|---|
| Market size value in 2023 | USD 14.4 Billion |
| Market size value in 2031 | USD 38.66 Billion |
| Growth Rate | 11.6% |
| Forecast period | 2024-2031 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
|
| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
|
| Customization scope | Free report customization with purchase. Customization includes:-
|
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Digital Out-of-Home Advertising Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Digital Out-of-Home Advertising Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
Methodology
For the Digital Out-of-Home Advertising Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Digital Out-of-Home Advertising Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Digital Out-of-Home Advertising Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Digital Out-of-Home Advertising Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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