Global Digital Out of Home (OOH) Advertising Market is segmented By Format (Digital Billboards, Ambient Advertising, Video Advertising, Others), By Location (Outdoor, Indoor), By End-User (Transporation, Retail, Banking, Education, Healthcare, Food & Beverages, Others), By Region (North America, Europe, South America, Asia-Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2024-2031
Market Overview
The Global Digital Out of Home (OOH) Advertising Market is estimated growing at a CAGR of 13.5% within the forecast period (2024-2031). Digital Out-of-home (OOH) advertising is a form of outdoor advertising that combines out-of-home offline advertising with digital components. DOOH advertisement is an interactive and attractive type of advertising-driven by digital platforms, features, and elements presented at different locations in an environment open to the public. DOOH advertising comprises digital billboards and digital outdoor signage networks of digital displays located in malls, healthcare providers, and other locations such as movie theaters, shelters, retail stores, and major roadways.
With the rising internet penetration, marketers target particular audiences using virtual displays, projectors, motion graphics and video material. This has contributed to digital and internet-based advertisement channels being expanded across the globe. As a consequence, manufacturers are gradually adopting these commercials to sell their goods in the market.
In recent years, advances in technology have enabled innovation in the DOOH industry, such as enhanced IoT networking, near-field communication, artificial intelligence (AI), and beacons, which made advertisers concentrate on creating screens that include contextually relevant, smart and real-time content. With the growth of infrastructure and an increasing number of shopping centers and malls, the number of individuals who spend time outside has increased. In addition, digital-out-of-home ads unlock different ways for advertisers to more efficiently reach the target audience. For smart city ventures, digital-out-of-home often plays a critical role as Wi-Fi technology-linked full-motion digital locations are fitted with facial recognition technology to provide mobile viewers with connectivity.
Market Scope
|
Metrics |
Details |
|
Market CAGR |
13.5% |
|
Segments Covered |
By Format, By Location, By End-User, and By Region |
|
Report Insights Covered |
Competitive Landscape Analysis, Company Profile Analysis, Market Size, Share, Growth, Demand, Recent Developments, Mergers and acquisitions, New Product Launches, Growth Strategies, Revenue Analysis, and Other key insights. |
|
Fastest Growing Region |
Asia Pacific |
|
Largest Market Share |
North America |
For More Insights Request Free Sample
Market Dynamics
The global digital out-of-home (OOH) advertising market is majorly driven by a distinct shift in media towards digital technology and adopting the latest technologies and devices. Advancements in technologies such as the arrival of mobile-based digital networks are expected to bring exponential growth opportunities for the DOOH advertising market. Besides, the arrival of personalized DOOH advertising is expected to emerge as a key trend that will uplift the global market of DOOH advertising in the forecast period.
A distinct shift in media towards digital technology and adoption of the latest technologies and devices
The rise of digital solutions turns conventional outdoor advertising, historically lethargic, into a highly potent development area. Digital innovations are 3 times more impactful than static billboards, such as digital billboards. Furthermore, emerging technologies have rich data and strategic insights that can be used to optimize real-time OOH ads, coupled with interactive ads compared to static messaging. A major benefit of the use of digital technologies in outdoor ads is that considering the increasingly expanding consumer base, relevance and engagement levels are provided at a comparatively lower cost per touch; thus, the factor mentioned above are the potential drivers responsible for building the future market of DOOH advertising.
For example, in July 2018, Lamar Advertising Company announced its partnership with Wieden-Kennedy, OMA, Clear Channel Outdoor and Wow Media, intending to launch a Los Angeles International Airport digital-out-of-home campaign. The partnership aims to display digital billboards in the campaign using dynamic data from real-time flights to the passengers leaving the airport.
Advancements in technologies such as the arrival of the mobile-based digital network and low manufacturing cost are expected to bring exponential growth opportunities for the DOOH advertising market.
DOOH advertising is creating standards to transform the face of outdoor advertising as digital displays are replacing traditional print advertising in many places such as shopping malls, railway stations, airports, bus stations and others. The primary factor of the growing market of DOOH in recent times is that producing LED and LCD screen in present times is significantly lower than past, thus leading to the proliferation of the digital display market in recent times. In addition, as mobile devices are rapidly dominating access to the online world, the incorporation of DOOH with mobile is expected to drive, impact and engage the market audience in the forecast period. In fact, a recent Neilson report notes that by linking to social media and mobile technologies such as Augmented Reality (AR) and QR codes, OOH is capable of driving more online interaction per ad spend than any other offline media.
For instance, in 2016, the NHS Blood Donation campaign by Ocean used advanced AR technology to link consumers' smartphones with digital displays and thus enable the public to give a virtual blood donation through an iPhone.
Limited focus requires more time for penetration into the target audience; high production and manufacturing costs for startups act as major hurdles for the DOOH advertising market's growth.
DOOH advertising offers various benefits such as large reach, market diversity, high return, brand recognition, and great startups. However, there are various disadvantages responsible for hampering the growth of the DOOH market in recent times. The primary restraint affecting the market's growth is the limited focus, which comes with limited customer control and sometimes requires more time to connect with the target audience, hence impacting the advertising market's growth. Sometimes it becomes difficult for the general audience to quantify the exact aim and purpose of the ads, thus remaining neglected for a long time. The cost associated with designing and product coupled with long-term contracts for specific locations turned out as a challenge for the startup audience hence act as a hurdle for the growth of the DOOH advertising market in the forecast period.
COVID-19 Impact Analysis on Digital Out of Home (OOH) Advertising Market
The global DOOH advertising has shown a slight decline due to the COVID-19 pandemic as several manufacturing plants were shut for months. Further several countries have restricted production activities during the covid-19 pandemic. The lockdown due to COVID-19 has stopped regular visiting, trip, outings for the general public thus reduced the chances for manufacturers to target their focused audience via digital billboards and digital outdoor signage networks of digital displays located in malls, healthcare providers and other locations such as movie theaters, shelters, retail stores and on major roadways. This showed a serious impact on the growth of DOOH advertising in the year 2020. Also, due to the shutdown of several companies were running losing and are not ready to launch something new in the market and are not in favor of investing high money on digital ads until the situation gets to settle down, thus hampering the growth of the market
Market Segmentation Analysis
The global DOOH advertising market is segmented based on format, location, end-user and region.
Outdoor DOOH advertising provides increased flexibility by digital screen, interactive nature of advertisements, improved effectiveness, and a higher percentage of the audience for a longer duration, thus dominating the global DOOH advertising market in recent times.
In terms of location, the global digital out-of-home (DOOH) advertising market is bifurcated into two types- outdoor and indoor. Out of the two, outdoor is expected to dominate in the forecast period due to increased flexibility offered by digital screens, interactive nature of advertisements, improved effectiveness, etc. The outdoor DOOH platform can attract a higher percentage of the audience for a longer duration. It can change the consumer demand at a faster rate as compared to the indoor DOOH platform. Outdoor advertisement penetration is projected to be strong during the forecast period in the transportation vertical. Billboard advertising usually reflects large ads for passing pedestrians and drivers in high-traffic areas. This draws many consumers, as the ads on express highways and high-density market exposure areas are visible. The advanced form of outdoor advertising involves digital billboards using computer software. The text's continuous shift or wink affects consumers and allows the target audience to be widely exposed. Thus growing advancements in outdoor DOOH advertising helped to penetrate wider in the target audience; hence the segment is building a larger market share in recent times.
For instance, in May 2020, King outdoor announced the partnership with Daktronics, a world-leading player in manufacturing outdoor displays. The partnership is done to install a 10millimeter line spacing digital billboard, coupled with two other 16millimeter billboards, thus increasing their ad holdings by 32%.
Market Geographical Share
Rising demand from various end-users, the presence of economically developed countries and the presence of leading producer of plastic is more likely to accelerate the market of color contrite in the Asia-Pacific region
North America holds the largest market share for DOOH advertising in recent times due to the adoption of the most recent technology regularly, thus providing cutting-edge technology that helped grow the advertising sector in recent times. Continuous awareness among the population regarding the growing benefits of commercial display in the region coupled with the presence of top players such as Clear Channel Outdoor Holdings, Inc, Lamar Advertising Company, OUTFRONT Media, and Daktronics in the market creates huge opportunities for the DOOH advertising market to proliferate in the forecast period.
On the other hand, Asia-Pacific is expected to grow at the fastest rate in the coming future due to the increasing urban population. Increased purchasing power has made it compete with other regions in recent times. The growing interest of local players such as Times Internet and Shanghai Media Group and international players in the region is further boosting the market of DOOH advertising in the region.
Market Companies and Competitive Landscape
The digital out-of-home (DOOH) advertising market is highly fragmented and competitive with the presence of several local as well as global companies. Some of the key players adding to the market's growth include JCdecaux, Clear Channel Outdoor Holdings, Inc, Lamar Advertising Company, Broadsign International LLC, OUTFRONT Media, oOh!media Limited, Focus Media Holding Ltd, Daktronics, Inc., Pattison Outdoor Advertising, Bell Media and among others.
The major players are adopting several growth strategies such as product launches, acquisitions and collaborations, contributing to the digital out-of-home (DOOH) advertising market globally. The market's key players are favoring partnership and collaboration as the growth strategy for building their market in recent times.
- For instance, in November 2020, Ooh! Media Limited has entered into a collaboration to showcase the future of out-of-home (OOH) ads with the National Gallery of Australia and Google. This provides the public the ability to engage and communicate with ads by opening the app and pointing the camera of their smartphone towards the panel to discover more.
Cabot Corporation
Overview: JCDecaux Company, headquartered in Neuilly-sur-Seine, near Paris, France, is a multinational organization known for its bus-stop advertising systems, signage, public bicycle rental systems and street furniture. It is the world's biggest outdoor advertisement company. It divides its market into three main sectors: Street Furniture Ads, Billboards and Advertising for Transport. A variety of street furniture products are commissioned and maintained by the company, including bus and tram shelters, automatic outdoor toilets, self-service bicycle racks, multi-service columns, newspaper kiosks, city light screens, public benches and public waste bins.
Key Development:
- In June 2020, JCDecaux SA updated their joint venture with Beijing Metro Operations Co. Ltd (BJ Metro) for an advertisement contract for the Beijing Metro's 9 central lines for 20 years, up to 2040. This venture will mark the beginning of a new age of advertising cooperation in one of the world's busiest metros. This will help to improve the company's visibility and enhance its customer base in the market.
Why Purchase the Report?
- Visualize the digital out-of-home (DOOH) advertising market segmentation by format, location, end-user and highlight key commercial assets and players.
- Identify commercial opportunities in the digital out-of-home (DOOH) advertising market by analyzing trends and co-development deals.
- Excel data sheet with thousands of data points of digital out of home (DOOH) advertising market-level 4/5 segmentation.
- PDF report with the most relevant analysis cogently put together after exhaustive qualitative interviews and in-depth market study.
- Product mapping in excel for the key product of all major market players
The global digital out-of-home (DOOH) advertising market report would provide access to an approx: 61 market data table, 56 figures and 244 pages.
