Global Digital Out-of-home Advertising Market Insights Forecasts to 2032

• The Global Digital Out-of-home Advertising Market was valued at USD 13.45 Billion in 2022.
• The Market is growing at a CAGR of 10.8% from 2022 to 2032.
• The Worldwide Digital Out-of-home Advertising Market is expected to reach USD 37.51 Billion by 2032.
• Asia-Pacific is expected to fastest grow during the forecast period.

The Global Digital Out-of-home Advertising Market is expected to reach USD 37.51 billion by 2032, at a CAGR of 10.8% during the forecast period 2022 to 2032.

Market Overview

Digital Out-of-Home (DOOH) advertising refers to the use of digital screens and displays to deliver advertising messages in public spaces. It encompasses various formats such as billboards, transit displays, digital signage, and interactive kiosks. Unlike traditional static billboards, DOOH offers dynamic and engaging content with the ability to deliver targeted messages to specific locations or demographics. It leverages technologies like data analytics, real-time content management, and audience measurement to enhance effectiveness and ROI. DOOH provides advertisers with flexibility, scalability, and the opportunity to deliver timely and contextually relevant content. With the advancement of technology, DOOH continues to evolve, integrating features like facial recognition, augmented reality, and mobile interaction, creating immersive and personalized advertising experiences for viewers.

Report Coverage

This research report categorizes the market for digital out-of-home advertising market based on various segments and regions and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the digital out-of-home advertising market. Recent market developments and competitive strategies such as expansion, product launch, and development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segments of the digital out-of-home advertising market.

Driving Factors

The Digital Out-of-Home (DOOH) advertising market has witnessed significant growth and popularity for several reasons, DOOH offers a wide reach and exposure, as digital screens are strategically placed in high-traffic areas, capturing the attention of a large number of viewers. It provides dynamic and engaging content that stands out in a cluttered advertising landscape, leading to increased brand visibility and recall. DOOH allows for targeted and personalized messaging, leveraging data analytics and audience measurement to deliver relevant content to specific locations or demographics. Additionally, the flexibility and scalability of DOOH enable advertisers to easily update and modify their campaigns in real-time, ensuring timeliness and relevance. Finally, technological advancements like facial recognition, augmented reality, and mobile integration enhance interactivity and create immersive experiences, further driving the effectiveness of DOOH advertising.

Restraining Factors

The Digital Out-of-Home (DOOH) advertising market also faces certain restraints, because it can be cost-prohibitive for some advertisers, especially small businesses, due to the high initial investment and ongoing operational expenses. The regulatory landscape surrounding DOOH varies across different regions, leading to compliance challenges and potential restrictions on content and placement. There can be concerns regarding privacy and data security when utilizing technologies like facial recognition or mobile interaction. Additionally, DOOH may face competition from other advertising channels, both digital and traditional. Lastly, measuring the effectiveness and ROI of DOOH campaigns can be complex, as accurate metrics and standardized measurement methodologies are still evolving in the industry.

Market Segmentation

• In 2022, the outdoor segment accounted for around 70.5% market share

On the basis of the application, the global digital out-of-home advertising market is segmented into indoor and outdoor. The outdoor segment has contributed to the largest market share in the Digital Out-of-Home (DOOH) advertising market due to outdoor advertising has a long-established presence and recognition in the advertising industry, making it a trusted and familiar medium for brands. The large-format digital screens used in outdoor advertising offer high visibility and impact, capturing the attention of a wide audience in public spaces such as highways, city centers, and transit stations. The outdoor advertising is known for its ability to reach a mass audience, making it appealing for brands looking for broad exposure and brand awareness. The advancements in technology have transformed outdoor advertising with dynamic and interactive content, allowing for engaging and memorable brand experiences. Additionally, the outdoor segment benefits from the constant flow of foot and vehicular traffic, ensuring a steady stream of impressions and potential customers. The combination of visibility, reach, and technological innovation has propelled the outdoor segment to hold the largest market share in DOOH advertising.

• In 2022, the real estate segment dominated with more than 17.5% market share

Based on the industry vertical, the global digital out-of-home advertising market is segmented into automotive, financial services, government, media & entertainment, retail, real estate, restaurants, and others. The real estate segment has represented a significant share in the Digital Out-of-Home (DOOH) advertising market for several reasons, real estate companies often have a wide portfolio of properties and developments, requiring effective marketing strategies to attract potential buyers, tenants, or investors. DOOH advertising offers a visually captivating and engaging platform to showcase real estate projects, with dynamic content showcasing property features, location advantages, and lifestyle benefits. The large-scale nature of real estate projects often requires broader reach and exposure, which DOOH provides by placing digital screens in high-traffic areas or near relevant locations. Additionally, DOOH enables real estate companies to display real-time updates, such as property availability or pricing changes, allowing for timely and targeted messaging. The interactive capabilities of DOOH can also facilitate virtual tours or immersive experiences, enhancing the impact of real estate advertising. Overall, the real estate sector has recognized the effectiveness of DOOH in capturing attention and driving engagement among potential buyers or investors.

Regional Segment Analysis of the Digital Out-of-home Advertising Market

• North America (U.S., Canada, Mexico) 
• Europe (Germany, France, U.K., Italy, Spain, Rest of Europe)
• Asia-Pacific (China, Japan, India, Rest of APAC)
• South America (Brazil and the Rest of South America) 
• The Middle East and Africa (UAE, South Africa, Rest of MEA)

North America dominated the market with more than 32.8% revenue share in 2022.

Based on region, North America has emerged as the dominant region in the Digital Out-of-Home (DOOH) advertising market for several reasons, such as the region has a well-developed infrastructure with a wide network of digital screens and displays across urban centers, transportation hubs, shopping malls, and other high-traffic locations. This extensive network provides advertisers with a broad reach and exposure to a large audience. North America has a strong digital advertising ecosystem and a robust economy, attracting significant investments in DOOH technologies and infrastructure. Additionally, the region is home to many leading technology and advertising companies, fostering innovation and driving the adoption of advanced DOOH solutions. Moreover, the high level of urbanization and consumer spending power in North America makes it an attractive market for advertisers seeking to engage with affluent and tech-savvy audiences. Overall, these factors have contributed to North America's dominance in the DOOH advertising market.

Recent Developments

• In February 2022, VIOOH Limited, in collaboration with JCDecaux, an outdoor advertising services provider, has launched programmatic digital out-of-home advertising at major U.S. airports. The service will be offered at airports in Texas, California, Pennsylvania, and Massachusetts.

• In February 2023, Stay Connected at Night is a billboard-led campaign created by EE Limited, a British national mobile network operator and internet service provider, to promote agile, technology-enabled ways home.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the global digital out-of-home advertising market along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborative analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Companies:

• JCDecaux
• Stroer SE & Co. KGaA
• Clear Channel Outdoor Holdings, Inc.
• Outfront Media Inc.
• oOh!media Limited
• Lamar Advertising Company
• Broadsign International LLC.
• Focus Media
• Global Outdoor Media Limited
• Daktronics Dr.

Key Target Audience

• Market Players
• Investors
• End-Users
• Government Authorities 
• Consulting and Research Firm
• Venture Capitalists
• Value-Added Resellers (VARs)

Market Segment

This study forecasts revenue at global, regional, and country levels from 2019 to 2032. Spherical Insights has segmented the Global Digital Out-of-home Advertising Market based on the below-mentioned segments:

Digital Out-of-home Advertising Market, By Industry Vertical

• Automotive
• Financial Services
• Government
• Media & Entertainment   
• Retail
• Real Estate
• Restaurants
• Others

Digital Out-of-home Advertising Market, By Application

• Indoor
• Outdoor

Digital Out-of-home Advertising Market, By Format

• Billboards
• Street Furniture
• Transit & Transportation
• Roadways
• Airways
• Railways
• Marine
• Place-Based Media

Digital Out-of-home Advertising Market, Regional Analysis

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Rest of Asia Pacific
• South America
  • Brazil
  • Argentina
  • Rest of South America
• Middle East & Africa
  • UAE
  • Saudi Arabia
  • Qatar
  • South Africa
  • Rest of Middle East & Africa