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A04221 | Pages: 270 | Charts: 61 | Tables: 130 |
The global digital out of home market was valued at $18.80 billion in 2020 and is projected to reach $58.67 billion by 2031, growing at a CAGR of 11.6% from 2022 to 2031.
Digital out of home is a novel form of advertising that uses digital media for endorsing purposes outside the home. digital out of home, also known as digital signage, has effectively replaced the traditional and orthodox forms of marketing and advertising. This process enables advertisers and local vendors to engage their customers/audiences in real time to extract maximum effectiveness from marketing messages displayed using DOOH. It allows advertisers to reach target audiences in real-life contexts. The digital out of home Market Size summarizes everything from digital billboards to screens in elevators and jukeboxes.
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In addition, digital out of home media offers users a unique chance to mix conventional advertising methods with a modern twist, allowing them to reach potential consumers. Moreover, the rise in demand for digital signage solutions across automotive, retail, telecom, and healthcare sectors is anticipated to offer significant growth opportunities for the digital out of home market growth.
The digital out of home market Share is expected to witness notable growth during the forecast period, owing to the reduced cost of digital screens across the globe. Furthermore, rapid digitization & decline in demand for traditional billboards drives the growth of the market. Moreover, ease in data integration is expected to propel the digital out of home market growth during the forecast period.
However, the surge in the trend of online/broadcast advertisement paired with complex and expensive digital signage are some of the prime factors that restrain the digital out of home market outlook. On the contrary, the rise in urbanization across emerging economies globally is expected to provide lucrative opportunities for the growth of the digital out of home industry during the forecast period.
The digital out of home market is segmented into End-User, Format Type, and Application.
Based on the format type, the digital out of home market opportunity is divided into billboard, transit, street furniture, and others. The billboard segment dominated the market, in terms of revenue, in 2020, and is expected to follow the same trend during the forecast period.
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Based on application, it is bifurcated into indoor and outdoor. The outdoor segment was the highest revenue contributor in 2020 and is anticipated to garner a significant market share during the forecast period.
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Based on end-user, the digital out of home market forecast is segmented into automotive, personal care & households, entertainment, retail, food & beverages, telecom, BFSI, and others. The other segment acquired the largest share in 2020, and the BFSI segment is expected to grow at a high CAGR from 2021 to 2030.
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North America: North America is at the forefront of the digital out-of-home (DOOH) market, characterized by extensive investment in digital signage and programmatic advertising. High urbanization rates and advanced infrastructure support dynamic advertising solutions, making it a critical region for DOOH growth and innovation.
Asia-Pacific: The Asia-Pacific region is rapidly adopting DOOH solutions, with countries like China and India leading the charge due to rising urban populations and advertising expenditures. The integration of technology and data analytics is enhancing audience targeting, and driving demand for innovative advertising formats and strategies.
Europe: Europe's DOOH market is evolving with a focus on sustainability and regulatory compliance. The region’s diverse cultural landscape encourages creative advertising solutions, while advancements in technology enable real-time content updates and audience engagement. Collaborative initiatives among brands and media owners support market growth.
LAMEA: The LAMEA digital out-of-home market is gradually developing, with increasing investment in advertising technology and infrastructure. Urbanization and growing consumer mobility are driving demand for innovative advertising solutions. However, challenges related to regulation and digital infrastructure may impact market growth.
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The digital out-of-home (DOOH) market is expanding rapidly as advertisers shift from traditional media to more dynamic, targeted advertising solutions. Advancements in digital signage technology and programmatic advertising are enhancing the effectiveness of outdoor campaigns, allowing for real-time content updates and audience engagement. The increasing urbanization and consumer mobility contribute to greater visibility and reach for digital ads. Furthermore, the integration of data analytics enables advertisers to optimize campaigns based on audience demographics and behaviors. As brands recognize the impact of DOOH in multi-channel marketing strategies, the market is expected to continue its robust growth trajectory.
Competitive analysis and profiles of the major digital out of home market players that have been provided in the report include, such as Broadsign International, Inc., Clear Channel Outdoor Holdings, Inc., Daktronics, Inc., JCDecaux SA, Lamar Advertising Company, NEC Corporation, Ooh! media Ltd, Outfront Media Inc., Samsung Electronics Co. Ltd., and MvixInc.
This report delivers in-depth insights into the digital out-of-home market overview into end-user, format type, application, region, and major players' key strategies. It offers detailed market forecasts and emerging trends.
In the digital out-of-home market, the opportunity is divided into several format types, including billboards, transit, street furniture, and others. The billboard segment dominated the market in terms of revenue in 2020 and is expected to maintain this trend throughout the forecast period. Billboards offer high visibility and engagement, making them a preferred choice for advertisers seeking to capture audience attention in urban environments.
On the basis of application, the digital out-of-home market is bifurcated into indoor and outdoor segments. The outdoor segment emerged as the highest revenue contributor in 2020 and is anticipated to garner a significant market share during the forecast period. Outdoor DOOH advertising benefits from its ability to reach a broader audience in high-traffic areas, further driving its popularity among advertisers.
By end user, the digital out-of-home market forecast is segmented into automotive, personal care & households, entertainment, retail, food & beverages, telecom, BFSI (banking, financial services, and insurance), and others. In 2020, the others segment acquired the largest share, reflecting the diverse applications of DOOH across various industries. The BFSI segment is expected to grow at a high compound annual growth rate (CAGR) as financial institutions increasingly leverage DOOH for targeted advertising and customer engagement.
Regionally, the digital out-of-home market trends are analyzed across North America, Europe, Asia-Pacific, and LAMEA. North America, particularly the U.S., remains a significant participant in the global DOOH industry, with major organizations and government institutions investing heavily in technology to enhance advertising capabilities and audience reach.
Key Market Segments
Key Market Players