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The digital OOH market size is forecast to increase by USD 16.92 billion at a CAGR of 10.51% between 2023 and 2028. The digital out-of-home (DOOH) market is experiencing significant growth, driven by several key trends. One major factor is the decreasing adoption of traditional print advertising, as businesses seek more engaging and interactive ways to reach consumers. Another trend is the integration of artificial intelligence (AI) in OOH advertising, enabling targeted and dynamic content based on real-time data. However, the high cost of implementing digital OOH technology remains a challenge for some advertisers, requiring substantial investment in hardware, software, and maintenance. Despite this, the benefits of DOOH advertising, including increased audience engagement and measurable ROI, continue to drive market growth.
Digital out-of-home advertisements, also known as out-of-home (OOH) advertising, refer to commercials and brand messages displayed on digital screens located outside of homes. The utilization of digital OOH advertisements has seen significant growth due to their ability to deliver enhanced features such as full-motion video, animation, real-time data display, and interactive advertisements. These features increase audience engagement and improve brand awareness. The market continues to expand with the adoption of new venues and markets, including transportation hubs, retail spaces, and public areas. The segmentation of this market is based on geographical coverage, production and capacity, network layouts, and supply chain.
Expenditure on digital OOH advertising is expected to increase as audiences continue to spend more time outside of their homes. Single screen displays and traditional billboards are being replaced with digital screens that offer greater visibility and flexibility. Real-time data display and interactive advertisements enable brands to target specific audiences and customize their messages accordingly. The ability to deliver enhanced features and target specific audiences makes digital OOH advertising an attractive option for brands looking to increase their reach and engagement. The market is expected to continue growing as technology advances and new venues and markets are explored.
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The in-store advertising segment is estimated to witness significant growth during the forecast period. Digital out-of-home advertisements refer to commercials and promotional content displayed on digital screens located outside of people's offices, homes, and other public areas. The utilization of digital OOH advertisements is increasing due to their ability to deliver dynamic and interactive content, enhancing brand awareness and consumer engagement. The market is expected to witness significant expenditure during the projection period, driven by the adoption of digital signage solutions in key industries such as transportation, retail, and finance. Digital content on single screens, including billboards and projection media, provides travelers with real-time information and interactive commercials, making it a popular mode of advertisement.
The behavior of consumers is evolving, with a preference for smart railway stations and public transportation infrastructure that offer digital presentations, creating new opportunities for advertising partners in emerging economies with the largest population. The cost of advertising on digital OOH channels is comparatively higher than traditional media, but the competent workforce and advanced technology ensure effective customer engagement. The transportation media revenues are projected to grow, with modes of advertisement including buses, trains, and airports. Digital OOH advertisements offer a more effective means of reaching consumers on the go, making it a valuable investment for brands seeking to increase their market presence.
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The In-store advertising segment accounted for USD 13.90 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 40% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
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The digital out-of-home (DOOH) advertisements market in the Asia-Pacific (APAC) region is experiencing significant growth due to increased investment from companies based in other regions. This expansion is driven by the objective of tapping into the vast consumer base in APAC and introducing innovative digital signage solutions. For instance, JCDecaux SA's acquisition of APN Outdoor Group Ltd. In Australia is a strategic move to broaden its reach in the APAC market. The utilization of advanced technologies, such as augmented reality and virtual reality, in digital OOH advertising, particularly in China, is expected to propel market growth. Moreover, the expenditure on digital OOH advertising in countries like the Philippines, Singapore, and Thailand is on the rise.
Digital OOH advertisements offer brands the ability to engage consumers effectively through interactive commercials and presentations on single screens. The key industries, including travel and transportation, are significant consumers of digital OOH advertising. People in offices and homes are increasingly exposed to digital presentations on billboards, transportation media, and smart railway stations. The behavior of consumers towards digital content and customer engagement through means of transportation, such as buses, trains, and airplanes, is a crucial factor driving the growth of the market. Traditional media, including static displays, continue to coexist with digital presentations, providing advertising partners with multiple channels to reach their target audiences.
The emergence of emerging economies with the largest populations, such as India and China, presents immense opportunities for growth in the market. The competent workforce and cost-effective advertising solutions further enhance the appeal of digital OOH advertising. The projection period for the market in APAC is promising, with revenues from transportation media expected to increase substantially.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Decreasing adoption of print advertising is the key driver of the market. The Digital Out-of-Home (DOOH) market is experiencing significant growth, particularly in urban areas of emerging nations where the urban population and purchasing power are on the rise. Local players and smaller, local companies are increasingly competing with global media owners and premium DOOH inventory providers, such as Times Internet, JCDecaux, and VIOOH Limited. This intense competition is driving innovation in the sector, with new structures, live campaign capabilities, and data-driven audience targeting becoming essential features. Advertising types are expanding beyond static billboards to include full-motion video, animation, real-time data display, and interactive advertisements. New venues and markets are emerging, such as smart cities, public-private partnerships, and billboards segment, with enhanced features like augmented reality, virtual reality, and metaverse billboards.
Real-time verification, operational efficiencies, and cost-effective solutions are also crucial for screen operators to stay competitive. The market's adoption is fueled by urbanization, infrastructure development, and the increasing importance of digital advertising to reach a mass audience.
Use of AI in OOH advertising is the upcoming trend in the market. The Digital Out-of-Home (DOOH) market is experiencing significant growth due to the increasing urban population and purchasing power in emerging nations. Local players, as well as larger companies like Times Internet, are investing in this sector to capitalize on the mass audience and intense competition. Structures such as live campaign activations, data-driven audience targeting, and real-time verification are becoming essential for media owners, premium DOOH inventory screen operators, and agency customers. New advertising types, such as full-motion video, animation, real-time data display, and interactive advertisements, are being adopted for enhanced features. Urbanization and infrastructure development have led to the expansion of the market into new venues and markets.
Smart cities and public-private partnerships are also driving the adoption of advanced technologies like augmented reality, virtual reality, and metaverse billboards. The billboards segment remains a significant contributor, but smart advertisements are gaining popularity. Operational efficiencies are a priority, with real-time data and analytics enabling cost-effective campaigns. JCDecaux and VIOOH Limited are among the key players in this industry, offering innovative solutions for brands' advertising campaigns.
High cost of implementing digital OOH in advertisement is a key challenge affecting the market growth. Digital Out-of-Home (DOOH) advertising has gained significant traction in recent years due to the increasing urban population and purchasing power in emerging nations. Local players and smaller, local companies are increasingly investing in this medium to reach their mass audience, with structures such as live campaign screens offering premium inventory to agency customers. Data-driven audience targeting has become a crucial feature for media owners and screen operators, enabling real-time verification and operational efficiencies. New advertising types, including full-motion video, animation, real-time data display, and interactive advertisements, are enhancing the appeal of DOOH. The adoption of digital advertising in smart cities through public-private partnerships is driving growth in this market.
However, the high implementation cost and the need for real-time verification and operational efficiencies can act as barriers to entry for some brands. New venues and markets, such as augmented reality, virtual reality, and metaverse billboards, are offering enhanced features to advertisers. The intense competition in the digital advertising space requires brands to carefully consider their advertising strategies and budgets. Urbanization and infrastructure development have led to the growth of the billboards segment, with companies like JCDecaux and VIOOH Limited leading the way. Smart advertisements, including those using real-time data and interactive elements, are becoming increasingly popular. The cost-effectiveness and visibility of DOOH advertising make it an attractive option for brands looking to reach a large audience in public spaces.
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
360Hoardings - The company provides a range of digital out-of-home (DOOH) advertising solutions, including mobile digital billboards and digital advertising at gas pumps.
The market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
Digital out-of-home advertisements, also known as out-of-home (OOH) advertising, have revolutionized the way brands connect with audiences through commercials and digital content. The utilization of digital OOH advertisements has seen a significant increase due to their ability to deliver real-time, interactive, and personalized advertising experiences. This form of outdoor advertising has become a preferred choice for key industries seeking to enhance brand awareness and consumer engagement. The expenditure on digital OOH advertisements is projected to grow, driven by the availability of competent workforces, advanced digital signage solutions, and the increasing popularity of single screen channels. People in offices, homes, and on the move are the primary audiences for digital OOH advertisements.
The projection period for this market is characterized by the ability to target specific demographics, behavior of consumers, and customer engagement through modes such as interactive commercials and projection on billboards. Transportation media revenues, including digital presentations at smart railway stations, airports, and other means of transportation, are significant contributors to the growth of digital OOH advertisements. The behavior of consumers towards traditional media, such as television and print, is shifting towards digital OOH advertisements, offering brands new opportunities for advertising campaigns. Emerging economies with the largest populations are also adopting digital OOH advertisements, making it a promising market for advertising partners in railways, public transportation, and public transportation infrastructure.
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Market Scope |
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Report Coverage |
Details |
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Page number |
189 |
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Base year |
2023 |
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Historic period |
2018-2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 10.51% |
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Market growth 2024-2028 |
USD 16.92 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
9.79 |
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Regional analysis |
APAC, North America, Europe, Middle East and Africa, and South America |
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Performing market contribution |
APAC at 40% |
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Key countries |
US, Canada, China, Japan, and Germany |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
360Hoardings, ADmyBRAND Inc., Adonmo Pvt. Ltd., AllOver Media LLC, Blue Outdoor, Broadsign, Capitol Outdoor LLC, Captivate LLC, Clear Channel Outdoor Holdings Inc., Euro Media Group, Excellent Global Endeavors LLP, Focus Media, JCDecaux SE, Lamar Advertising Co., Lightbox OOH Video Network, OUTFRONT Media Inc., Perion Network Ltd., Primedia Pty Ltd., Stroer SE and Co. KGaA, Times Innovative Media Ltd., and Vistar Media |
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Market dynamics |
Parent market analysis, market growth inducers and obstacles, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Type
7 Market Segmentation by Product
8 Market Segmentation by Application
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Trends
12 Vendor Landscape
13 Vendor Analysis
14 Appendix
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