Digital advertising is a form of promotion of goods and services with a digital touch that is with the help of digital components and elements. Digital advertising is a smart alternative to traditional advertising. The growth of digital advertising is revolutionizing and transforming the interaction between customer and business and building a new platform for interaction of ideas with the help of internet.
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Global Digital Out of Home (OOH) Advertising Market is expected to reach USD 24,513.52 million by 2030 from USD 10,115.33 million in 2022 growing with the healthy CAGR of 11.7% in the forecast period of 2023-2030. The growth of the market has been highly boosted by growing adaption of digital advertising in the advertising sector. Growing technological innovations in display technologies is boosting the growth of the global digital out of home (OOH) advertising market. The digital out of home (OOH) advertising requires high capital requirement for installation, maintenance, and other technical expertise costs which acts as major restraint factor for global digital out of home advertising market.
Increasing adoption of digital advertisements in advertising sector to innovate marketing and promotion activities across the world will drive the market's growth rate
With the increasing adoption of Internet and the growing popularity of connected digital components, companies have shifted from traditional to digital advertising. The rising trends of consumer interactive advertising has led to the increasing adoption of digital advertising, which increases the demand for digital and smart billboards, digital signage and other display forms and acts as a major driver for the market growth.
Report Scope and Market Segmentation
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Report Metric
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Details
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Forecast Period
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2023 to 2030
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Base Year
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2022
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Historic Years
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2021 (Customizable to 2015 - 2020)
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Quantitative Units
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Revenue in USD Million, Volumes in Units, Pricing in USD
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Segments Covered
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Location (Indoor and Outdoor), Product (Digital Billboard, Digital Signage, Digital Screens and Others), Application (Street Furniture, Public Location Based, Transit and Others), End User (Retail, Automotive, Banking & Financial Services, Insurance (BFSI), Food & Beverages, Healthcare, Education, Government, Public Sector and Others)
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Countries Covered
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U.S., Canada, Mexico in North America, Germany, Sweden, Poland, Denmark, Italy, U.K., France, Spain, Netherland, Belgium, Switzerland, Turkey, Russia, Rest of Europe in Europe, Japan, China, India, South Korea, New Zealand, Vietnam, Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Rest of Asia-Pacific (APAC) in Asia-Pacific (APAC), Brazil, Argentina, Rest of South America as a part of South America, UAE, Saudi Arabia, Oman, Qatar, Kuwait, South Africa, Rest of Middle East and Africa (MEA) as a part of Middle East and Africa (MEA)
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Market Players Covered
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JCDecaux SA (France), Posterscope (U.K.), OUTFRONT Media Inc. (U.S.), QMS Media Limited (Australia), Xtreme Media Pvt. Ltd. (India), Clear Channel Outdoor, LLC (U.S.), Daktronics, Inc. (U.S.), Ströer SE & Co. KGaA (Germany), APG|SGA (Switzerland), Allgemeine Plakatgesellschaft AG (Germany), oOh!media Limited (Australia), Broadsign International, Inc. (Canada), ADAMS OUTDOOR ADVERTISING (U.S.), Focus Media Holding Ltd. (China), Lamar Media Corp. (U.S.), Sharp NEC Display Solutions (Japan), Mvix, Inc. (U.S.) among others
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Data Points Covered in the Report
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In addition to the market insights such as market value, growth rate, market segments, geographical coverage, market players, and market scenario, the market reports curated by the Data Bridge Market Research also include in-depth expert analysis, geographically represented company-wise production and capacity, network layouts of distributors and partners, detailed and updated price trend analysis and deficit analysis of supply chain and demand
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Segment Analysis:
Global digital out of home (OOH) advertising market is segmented into four notable segments which are based on the location, product, application and end user.
- On the basis of location, the global digital out of home (OOH) advertising market is segmented into indoor and outdoor. In 2022, outdoor segment is expected to dominate the global digital out of home (OOH) advertising market and is expected to reach USD 13,717.01 million by 2030. This is mainly due to factors such as increased flexibility offered by digital screens, improved effectiveness, and interactive nature of advertisements; attract user's attention for a longer duration of time, changes in consumer demands, and among others.
- On the basis of product, the global digital out of home (OOH) advertising market is segmented into digital billboard, digital signage, digital screens and others. In 2022, digital billboard segment is expected to dominate the global digital out of home (OOH) advertising market and is expected to reach USD 14,398.72 million by 2030 as they are more target specific, ongoing technological innovations, providing greater range of interactivity, ability to run multiple digital outdoor advertisements on a single screen, and surging focus toward programmatic advertising.
- On the basis of application, the global digital out of home (OOH) advertising market is segmented into street furniture, public location based, transit and others. In 2022, transit segment is expected to dominate the global digital out of home (OOH) advertising market and is expected to reach USD 12,684.62 million by 2030. This is mainly because transit advertising helps brands reach consumers in an effective way, increase foot traffic to a store, improved brand awareness, rapid adoption of digital marketing, ability to reach mass audience, and also allows for creative ways to deliver messages.
The transit segment will dominate the application segment of the digital out of home (OOH) advertising market
The transit segment will emerge as the dominating segment under application segment. This is because of the growing number of technological advancements in the market especially in the developing economies. Further, growth and expansion of research development services on a global scale will further bolster the growth of this segment.
- On the basis of end user, the global digital out of home (OOH) advertising market is segmented into retail, automotive, banking & financial services, insurance (BFSI), food & beverages, healthcare, education, government, public sector and others. In 2022, retail segment is expected to dominate the global digital out of home (OOH) advertising market and is expected to reach USD 5,374.06 million by 2028. This is mainly attributed to increasing advertisement expenditures by retail companies, rising focus of retailers toward exposure in promotional campaigns, high growth of online retail companies, and persuade consumers to choose the respective retail brand.
The retail segment will dominate the end user segment of the digital out of home (OOH) advertising market
The retail segment will emerge as the dominating segment under end user. This is because of the growing number of infrastructural development activities in the market especially in the developing economies. Further, growth and expansion of the semiconductors and electronics industry all around the globe will further bolster the growth of this segment.
Major Players
Data Bridge Market Research recognizes the following companies as the market players in market: JCDecaux SA (France), Posterscope (U.K.), OUTFRONT Media Inc. (U.S.), QMS Media Limited (Australia), Xtreme Media Pvt. Ltd. (India), Clear Channel Outdoor, LLC (U.S.), Daktronics, Inc. (U.S.), Ströer SE & Co. KGaA (Germany), APG|SGA (Switzerland), Allgemeine Plakatgesellschaft AG (Germany), oOh!media Limited (Australia), Broadsign International, Inc. (Canada), ADAMS OUTDOOR ADVERTISING (U.S.), Focus Media Holding Ltd. (China), Lamar Media Corp. (U.S.), Sharp NEC Display Solutions (Japan), Mvix, Inc. (U.S.)
Market Development
- In July 2020, APG|SGA, Allgemeine Plakatgesellschaft AG in collaboration with Mediaschneider agency implemented a programmatic digital out of home campaign for Sanitas health insurance. This enabled the customers to reach more efficiently and purchases to be positively influenced. This has helped the company to enhance their customer base and offerings in the market.
- In October 2020, Broadsign International Inc. entered into a partnership with TAPTAP Digital to extend programmatic omnichannel offering to digital-out-of-home. This partnership combines the Broadsign supply side platform with TAPTAP's Sonata demand side platform and data management platform, which helps deliver a full suite of solutions that connects DOOH to other digital channels. This has helped the company to enhance their product portfolio in the market.
- In July 2020, Daktronics, Inc. successfully completed project of providing 80 LED display units to Seagulls Out Of Home in Amman, Jordan. These displays are installed all over the city to share digital advertising messages to passers-by. This has helped the company to expand their position in Jordan city and to grow in the market.
Regional Analysis
Geographically, the countries covered in the market report are U.S., Canada, Mexico in North America, Germany, Sweden, Poland, Denmark, Italy, U.K., France, Spain, Netherland, Belgium, Switzerland, Turkey, Russia, Rest of Europe in Europe, Japan, China, India, South Korea, New Zealand, Vietnam, Australia, Singapore, Malaysia, Thailand, Indonesia, Philippines, Rest of Asia-Pacific (APAC) in Asia-Pacific (APAC), Brazil, Argentina, Rest of South America as a part of South America, UAE, Saudi Arabia, Oman, Qatar, Kuwait, South Africa, Rest of Middle East and Africa (MEA) as a part of Middle East and Africa (MEA).
As per Data Bridge Market Research analysis:
North America is the dominant region in digital out of home (OOH) advertising market during the forecast period 2023 - 2030
The largest contribution to the global digital out-of-home advertising market came from North America because of the region's growing urbanization and greater consumer awareness of a particular product's branding. Digital outdoor advertising uses an engaging and interactive marketing approach that enables firms to go digital and display content that is easily accessible to the public, which could spur market expansion.
Asia-Pacific is estimated to be the fastest-growing region in digital out of home (OOH) advertising market the forecast period 2023 - 2030
The market for digital out-of-home advertising in Asia Pacific is expanding the fastest. Due to their large consumer bases, growing nations like China, India, and Japan have boosted their spending on digital out-of-home advertising. Additionally, the market for digital out-of-home advertising is anticipated to grow over the forecast period due to the growing acceptance and popularity of out-of-home advertising among different industry verticals.
COVID-19 Impact
The COVID-19 pandemic has had a negative impact on the out-of-home digital advertising industry. Governments all across the world responded to the epidemic by putting in place a number of measures to try and contain the virus, including quarantines, closures, travel bans and restrictions, and work-from-home directives. The personnel and operations of the out-of-home advertising sector, the consumer and advertiser behaviors, and the operations of raw material suppliers have all been impacted by these measures. Additionally, it is anticipated that the easing of a number of limitations and the development of infrastructure in emerging economies will fuel market expansion throughout the projection period.
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