Digital Out Of Home Market
Digital Out-of-Home Market Forecasts to 2030 - Global Analysis By Type (Billboards, Carbon Transit, Street Furniture and Other Types), Technology, Application, End User and By Geography
According to Stratistics MRC, the Global Digital Out-of-Home Market is accounted for $32.7 billion in 2024 and is expected to reach $67.1 billion by 2030 growing at a CAGR of 12.7% during the forecast period. Digital Out-of-Home (DOOH) advertising is a form of outdoor advertising that utilizes digital displays to deliver targeted messages to consumers in public spaces. Unlike traditional static billboards, DOOH employs digital screens, LED displays, or interactive touchscreens to deliver engaging and visually captivating advertisements. DOOH offers advertisers dynamic content, real-time interaction, targeted targeting, high visibility in high-traffic areas, and cost-efficiency through the ability to rotate multiple ads.
Market Dynamics:
Driver:
Availability of high-resolution screens and integration of smart technologies
High-resolution screens, like LED and OLED displays, enhance visual appeal and engagement in high-traffic areas. Smart technologies like touchscreens, motion sensors, and facial recognition enable interactive advertising experiences, transforming passive viewing into active participation. This personalization fosters a stronger emotional connection between brands and consumers, enhancing overall engagement. Both technologies are crucial in capturing consumer attention and enhancing brand engagement.
Restraint:
High initial investment
The high upfront costs of digital advertising, such as screens, billboards, and kiosks, can deter smaller businesses from entering the market, limiting their ability to compete effectively. This concentration of market power among larger companies can stifle innovation and creativity in advertising approaches. Additionally, high initial investments can slow the adoption rate of DOOH advertising, especially in emerging markets with limited budgets.
Opportunity:
Ability to measure return on investment (ROI)
Measured ROI in DOOH campaigns involves integrating interactive elements like QR codes and NFC technology, enhancing consumer engagement and providing insights into consumer preferences. This data-driven approach allows advertisers to make informed decisions based on past campaign performance, refining targeting and messaging to better resonate with their audience. This data-driven approach fosters innovation and helps advertisers stay competitive in a rapidly evolving market.
Threat:
Ad fraud and measurement challenges
Ad fraud can lead to distortion of performance metrics, making it difficult for advertisers to accurately assess campaign effectiveness. This can result in premature campaign terminations or misallocation of resources, further diminishing marketing effectiveness. Ad fraud also contributes to a growing distrust among advertisers regarding the integrity of metrics and platforms, reducing consumer trust in advertising. This erosion of trust can have long-term implications for brand reputation and consumer relationships, especially in a market where transparency is increasingly demanded.
Covid-19 Impact:
The COVID-19 pandemic had a significant impact on the Digital Out-of-Home (DOOH) market, leading to a sharp decline in ad spend and footfall traffic in high-traffic areas. Lockdowns and social distancing measures resulted in a dramatic shift in consumer behavior, with people spending more time at home and less time commuting or visiting public spaces. However, the pandemic also accelerated the adoption of data-driven approaches and the integration of smart technologies in DOOH, as advertisers sought to optimize their campaigns and reach audiences more effectively in a rapidly changing environment.
The billboards segment is expected to be the largest during the forecast period
The billboards is expected to be the largest during the forecast period by showcasing dynamic content like videos and animations, compared to static billboards. They also offer flexibility and real-time updates, allowing advertisers to adjust campaigns based on factors like time of day or audience demographics, ensuring relevance and effectiveness in response to market changes or consumer behaviour.
The content management system segment is expected to have the highest CAGR during the forecast period
The content management system segment is expected to have the highest CAGR during the forecast period allowing advertisers to distribute content across multiple digital screens from a single interface, enabling real-time updates and campaign adjustments. It also integrates analytics tools to track audience engagement and campaign performance, allowing advertisers to refine strategies based on consumer behavior, leading to more effective campaigns and better ROI.
Region with largest share:
North America is projected to hold the largest market share during the forecast period owing to advancements in technology, such as high-resolution screens and energy-efficient digital billboards, enhance the visual appeal of DOOH advertising, attracting more advertisers. Programmatic advertising allows for real-time, data-driven ad placements, while rapid urbanization in North America increases foot traffic in public spaces, creating more opportunities for diverse audience reach.
Region with highest CAGR:
Asia Pacific is projected to witness the highest CAGR over the forecast period. China is predicted to dominate the Asia-Pacific DOOH market, largely due to rising demand and customer impact. India, one of the largest markets, is also expected to maintain its dominance due to rapid urbanization, increased purchasing power, and expanding middle class. Thus this growth is driven by factors such as urbanization, technological advancements, increasing consumer exposure to public spaces, and rising internet penetration.
Key players in the market
Some of the key players in Digital Out-of-Home market include BroadSign International LLC, Clear Channel Outdoor Holdings Inc., Daktronics Inc., Exterion Media Group, EyeMedia LLC, Focus Media, Global Outdoor Media Limited, JCDecaux Group, Lamar Advertising Company, oOh!media Limited, OUTFRONT Media, QMS Media Limited, Samsung Electronics Co. Ltd, SevenOne Media GmbH, Stroer SE & Co. KGaA, Talon Outdoor Ltd and The Times Group
Key Developments:
In September 2024, Samsung Electronics announced the expansion of One UI 6.1.1,1 which will bring the latest Galaxy AI features to more Galaxy devices through a new update. With the latest advanced features across communication, productivity and creativity, the updated OS will elevate every mobile experience for users to deliver greater intelligence and convenience.
In July 2024, Daktronics and Open Media continue a partnership to deliver prime locations in England with digital displays, most recently with a new LED installation at BOXPARK Liverpool, the company’s first BOXPARK location outside of London, bringing the hip happenings of London’s Brick Lane to Liverpool’s Baltic Triangle.
Types Covered:
• Billboards
• Transit
• Street Furniture
• Other Types
Technologies Covered:
• LED (Light-Emitting Diode)
• LCD (Liquid Crystal Display)
• Plasma
• OLED (Organic Light-Emitting Diode)
• Content Management System
• Interactive Technology
• Other Technologies
Applications Covered:
• In-store Advertising
• Window Displays
• Point-of-sale (POS) Advertising
• Digital Signage in Transportation
• Other Applications
End Users Covered:
• Retail
• Automotive
• Entertainment
• Healthcare
• Travel & Tourism
• Education
• Other End Users
Regions Covered:
• North America
o US
o Canada
o Mexico
• Europe
o Germany
o UK
o Italy
o France
o Spain
o Rest of Europe
• Asia Pacific
o Japan
o China
o India
o Australia
o New Zealand
o South Korea
o Rest of Asia Pacific
• South America
o Argentina
o Brazil
o Chile
o Rest of South America
• Middle East & Africa
o Saudi Arabia
o UAE
o Qatar
o South Africa
o Rest of Middle East & Africa
What our report offers:
- Market share assessments for the regional and country-level segments
- Strategic recommendations for the new entrants
- Covers Market data for the years 2022, 2023, 2024, 2026, and 2030
- Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
- Strategic recommendations in key business segments based on the market estimations
- Competitive landscaping mapping the key common trends
- Company profiling with detailed strategies, financials, and recent developments
- Supply chain trends mapping the latest technological advancements
Free Customization Offerings:
All the customers of this report will be entitled to receive one of the following free customization options:
• Company Profiling
o Comprehensive profiling of additional market players (up to 3)
o SWOT Analysis of key players (up to 3)
• Regional Segmentation
o Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
• Competitive Benchmarking
o Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances
Table of Contents
1 Executive Summary
2 Preface
2.1 Abstract
2.2 Stake Holders
2.3 Research Scope
2.4 Research Methodology
2.4.1 Data Mining
2.4.2 Data Analysis
2.4.3 Data Validation
2.4.4 Research Approach
2.5 Research Sources
2.5.1 Primary Research Sources
2.5.2 Secondary Research Sources
2.5.3 Assumptions
3 Market Trend Analysis
3.1 Introduction
3.2 Drivers
3.3 Restraints
3.4 Opportunities
3.5 Threats
3.6 Technology Analysis
3.7 Application Analysis
3.8 End User Analysis
3.9 Emerging Markets
3.10 Impact of Covid-19
4 Porters Five Force Analysis
4.1 Bargaining power of suppliers
4.2 Bargaining power of buyers
4.3 Threat of substitutes
4.4 Threat of new entrants
4.5 Competitive rivalry
5 Global Digital Out-of-Home Market, By Type
5.1 Introduction
5.2 Billboards
5.3 Transit
5.4 Street Furniture
5.5 Other Types
6 Global Digital Out-of-Home Market, By Technology
6.1 Introduction
6.2 LED (Light-Emitting Diode)
6.3 LCD (Liquid Crystal Display)
6.4 Plasma
6.5 OLED (Organic Light-Emitting Diode)
6.6 Content Management System
6.7 Interactive Technology
6.8 Other Technologies
7 Global Digital Out-of-Home Market, By Application
7.1 Introduction
7.2 In-store Advertising
7.3 Window Displays
7.4 Point-of-sale (POS) Advertising
7.5 Digital Signage in Transportation
7.6 Other Applications
8 Global Digital Out-of-Home Market, By End User
8.1 Introduction
8.2 Retail
8.3 Automotive
8.4 Entertainment
8.5 Healthcare
8.6 Travel & Tourism
8.7 Education
8.8 Other End Users
9 Global Digital Out-of-Home Market, By Geography
9.1 Introduction
9.2 North America
9.2.1 US
9.2.2 Canada
9.2.3 Mexico
9.3 Europe
9.3.1 Germany
9.3.2 UK
9.3.3 Italy
9.3.4 France
9.3.5 Spain
9.3.6 Rest of Europe
9.4 Asia Pacific
9.4.1 Japan
9.4.2 China
9.4.3 India
9.4.4 Australia
9.4.5 New Zealand
9.4.6 South Korea
9.4.7 Rest of Asia Pacific
9.5 South America
9.5.1 Argentina
9.5.2 Brazil
9.5.3 Chile
9.5.4 Rest of South America
9.6 Middle East & Africa
9.6.1 Saudi Arabia
9.6.2 UAE
9.6.3 Qatar
9.6.4 South Africa
9.6.5 Rest of Middle East & Africa
10 Key Developments
10.1 Agreements, Partnerships, Collaborations and Joint Ventures
10.2 Acquisitions & Mergers
10.3 New Product Launch
10.4 Expansions
10.5 Other Key Strategies
11 Company Profiling
11.1 BroadSign International LLC
11.2 Clear Channel Outdoor Holdings Inc.
11.3 Daktronics Inc.
11.4 Exterion Media Group
11.5 EyeMedia LLC
11.6 Focus Media
11.7 Global Outdoor Media Limited
11.8 JCDecaux Group
11.9 Lamar Advertising Company
11.10 oOh!media Limited
11.11 OUTFRONT Media
11.12 QMS Media Limited
11.13 Samsung Electronics Co. Ltd
11.14 SevenOne Media GmbH
11.15 Stroer SE & Co. KGaA
11.16 Talon Outdoor Ltd
11.17 The Times Group
List of Tables
1 Global Digital Out-of-Home Market Outlook, By Region (2022-2030) ($MN)
2 Global Digital Out-of-Home Market Outlook, By Type (2022-2030) ($MN)
3 Global Digital Out-of-Home Market Outlook, By Billboards (2022-2030) ($MN)
4 Global Digital Out-of-Home Market Outlook, By Transit (2022-2030) ($MN)
5 Global Digital Out-of-Home Market Outlook, By Street Furniture (2022-2030) ($MN)
6 Global Digital Out-of-Home Market Outlook, By Other Types (2022-2030) ($MN)
7 Global Digital Out-of-Home Market Outlook, By Technology (2022-2030) ($MN)
8 Global Digital Out-of-Home Market Outlook, By LED (Light-Emitting Diode) (2022-2030) ($MN)
9 Global Digital Out-of-Home Market Outlook, By LCD (Liquid Crystal Display) (2022-2030) ($MN)
10 Global Digital Out-of-Home Market Outlook, By Plasma (2022-2030) ($MN)
11 Global Digital Out-of-Home Market Outlook, By OLED (Organic Light-Emitting Diode) (2022-2030) ($MN)
12 Global Digital Out-of-Home Market Outlook, By Content Management System (2022-2030) ($MN)
13 Global Digital Out-of-Home Market Outlook, By Interactive Technology (2022-2030) ($MN)
14 Global Digital Out-of-Home Market Outlook, By Other Technologies (2022-2030) ($MN)
15 Global Digital Out-of-Home Market Outlook, By Application (2022-2030) ($MN)
16 Global Digital Out-of-Home Market Outlook, By In-store Advertising (2022-2030) ($MN)
17 Global Digital Out-of-Home Market Outlook, By Window Displays (2022-2030) ($MN)
18 Global Digital Out-of-Home Market Outlook, By Point-of-sale (POS) Advertising (2022-2030) ($MN)
19 Global Digital Out-of-Home Market Outlook, By Digital Signage in Transportation (2022-2030) ($MN)
20 Global Digital Out-of-Home Market Outlook, By Other Applications (2022-2030) ($MN)
21 Global Digital Out-of-Home Market Outlook, By End User (2022-2030) ($MN)
22 Global Digital Out-of-Home Market Outlook, By Retail (2022-2030) ($MN)
23 Global Digital Out-of-Home Market Outlook, By Automotive (2022-2030) ($MN)
24 Global Digital Out-of-Home Market Outlook, By Entertainment (2022-2030) ($MN)
25 Global Digital Out-of-Home Market Outlook, By Healthcare (2022-2030) ($MN)
26 Global Digital Out-of-Home Market Outlook, By Travel & Tourism (2022-2030) ($MN)
27 Global Digital Out-of-Home Market Outlook, By Education (2022-2030) ($MN)
28 Global Digital Out-of-Home Market Outlook, By Other End Users (2022-2030) ($MN)
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.
List of Figures
RESEARCH METHODOLOGY
We at ‘Stratistics’ opt for an extensive research approach which involves data mining, data validation, and data analysis. The various research sources include in-house repository, secondary research, competitor’s sources, social media research, client internal data, and primary research.
Our team of analysts prefers the most reliable and authenticated data sources in order to perform the comprehensive literature search. With access to most of the authenticated data bases our team highly considers the best mix of information through various sources to obtain extensive and accurate analysis.
Each report takes an average time of a month and a team of 4 industry analysts. The time may vary depending on the scope and data availability of the desired market report. The various parameters used in the market assessment are standardized in order to enhance the data accuracy.
Data Mining
The data is collected from several authenticated, reliable, paid and unpaid sources and is filtered depending on the scope & objective of the research. Our reports repository acts as an added advantage in this procedure. Data gathering from the raw material suppliers, distributors and the manufacturers is performed on a regular basis, this helps in the comprehensive understanding of the products value chain. Apart from the above mentioned sources the data is also collected from the industry consultants to ensure the objective of the study is in the right direction.
Market trends such as technological advancements, regulatory affairs, market dynamics (Drivers, Restraints, Opportunities and Challenges) are obtained from scientific journals, market related national & international associations and organizations.
Data Analysis
From the data that is collected depending on the scope & objective of the research the data is subjected for the analysis. The critical steps that we follow for the data analysis include:
- Product Lifecycle Analysis
- Competitor analysis
- Risk analysis
- Porters Analysis
- PESTEL Analysis
- SWOT Analysis
The data engineering is performed by the core industry experts considering both the Marketing Mix Modeling and the Demand Forecasting. The marketing mix modeling makes use of multiple-regression techniques to predict the optimal mix of marketing variables. Regression factor is based on a number of variables and how they relate to an outcome such as sales or profits.
Data Validation
The data validation is performed by the exhaustive primary research from the expert interviews. This includes telephonic interviews, focus groups, face to face interviews, and questionnaires to validate our research from all aspects. The industry experts we approach come from the leading firms, involved in the supply chain ranging from the suppliers, distributors to the manufacturers and consumers so as to ensure an unbiased analysis.
We are in touch with more than 15,000 industry experts with the right mix of consultants, CEO's, presidents, vice presidents, managers, experts from both supply side and demand side, executives and so on.
The data validation involves the primary research from the industry experts belonging to:
- Leading Companies
- Suppliers & Distributors
- Manufacturers
- Consumers
- Industry/Strategic Consultants
Apart from the data validation the primary research also helps in performing the fill gap research, i.e. providing solutions for the unmet needs of the research which helps in enhancing the reports quality.
For more details about research methodology, kindly write to us at info@strategymrc.com
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