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Digital OOH - Global Market Trajectory & Analytics

  • ID: 4804803
  • Report
  • May 2021
  • Region: Global
  • 488 pages
  • Global Industry Analysts, Inc

FEATURED COMPANIES

  • Adams Outdoor Advertising
  • APG|SGA SA
  • Bell Media
  • Global
  • Lamar Advertising Company
  • Outfront Media, Inc.
  • MORE

Global Digital OOH Market to Reach US$35.1 Billion by the Year 2027


Amid the COVID-19 crisis, the global market for Digital OOH estimated at US$18.8 Billion in the year 2020, is projected to reach a revised size of US$35.1 Billion by 2027, growing at a CAGR of 9.3% over the analysis period 2020-2027.Billboard, one of the segments analyzed in the report, is projected to grow at a 10% CAGR to reach US$17.2 Billion by the end of the analysis period.After an early analysis of the business implications of the pandemic and its induced economic crisis, growth in the Transit segment is readjusted to a revised 9.1% CAGR for the next 7-year period. This segment currently accounts for a 25.7% share of the global Digital OOH market.

The U.S. Accounts for Over 29.6% of Global Market Size in 2020, While China is Forecast to Grow at a 8.7% CAGR for the Period of 2020-2027


The Digital OOH market in the U.S. is estimated at US$5.6 Billion in the year 2020. The country currently accounts for a 29.64% share in the global market. China, the world second largest economy, is forecast to reach an estimated market size of US$6.1 Billion in the year 2027 trailing a CAGR of 8.7% through 2027. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 8.6% and 7.6% respectively over the 2020-2027 period. Within Europe, Germany is forecast to grow at approximately 7.6% CAGR while Rest of European market (as defined in the study) will reach US$6.1 Billion by the year 2027.

Street Furniture Segment Corners a 19.9% Share in 2020


In the global Street Furniture segment, USA, Canada, Japan, China and Europe will drive the 8.6% CAGR estimated for this segment. These regional markets accounting for a combined market size of US$3 Billion in the year 2020 will reach a projected size of US$5.3 Billion by the close of the analysis period. China will remain among the fastest growing in this cluster of regional markets. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$4.1 Billion by the year 2027.

Select Competitors (Total 45 Featured) -

  • Adams Outdoor Advertising
  • AOTO Electronics Co., Ltd
  • APG - SGA SA
  • Ayuda Media Systems
  • Bell Media
  • Broadsign International LLC
  • Clear Channel Outdoor Holdings, Inc.
  • Daktronics, Inc.
  • Global
  • JCDecaux Group
  • Lamar Advertising Company
  • oOh!media Limited
  • Outfront Media, Inc.
  • Pattison Outdoor Advertising
  • Primedia Outdoor
  • Ströer SE & Co. KGaA
Note: Product cover images may vary from those shown

FEATURED COMPANIES

  • Adams Outdoor Advertising
  • APG|SGA SA
  • Bell Media
  • Global
  • Lamar Advertising Company
  • Outfront Media, Inc.
  • MORE
I. METHODOLOGY

II. EXECUTIVE SUMMARY
  • Influencer Market Insights
  • An Introduction to Digital OOH
  • Digital OOH: Current Market Scenario and Outlook
  • A Brief Overview of Trends Shaping the DOOH Market
  • Product Segment Analysis
  • Digital Billboards: Prominent Category
  • Digital Billboards Vs. Traditional Billboards
  • Transit Media Emerges as New Growth Vertical
  • Rising Demand for Street Furniture
  • Some Forms of Street Furniture
  • While Developed Regions Remain Major Revenue Contributors, Developing Regions Exhibit Fast Paced Growth
  • Exhibit 1: World Digital OOH Market by Region (2019 & 2025): Percentage Breakdown of Revenues for Developed and Developing Regions
  • Exhibit 2: World Digital OOH Market - Geographic Regions Ranked by % CAGR (Revenues) for 2018-2025: China, Asia-Pacific, Latin America, Middle East, Africa, Canada, USA, Europe, and Japan
  • Economic Scenario and Its Impact on Digital OOH Market
  • Exhibit 3: Global Economic Outlook: Real GDP Growth Rates in % by Country/Region for the Years 2018 through 2021
  • COMPETITIVE LANDSCAPE
  • Digital OOH: Fragmented Marketplace
  • Recent Market Activity
  • Global Outdoor Advertising Competitor Revenues in US$ Billion
  • Impact of Covid-19 and a Looming Global Recession
  • Adams Outdoor Advertising (USA)
  • AOTO Electronics Co., Ltd (China)
  • APG - SGA SA (Switzerland)
  • Bell Media (Canada)
  • Broadsign International LLC (Canada)
  • Ayuda Media Systems (Canada)
  • Clear Channel Outdoor Holdings, Inc. (USA)
  • Daktronics, Inc. (USA)
  • Global (UK)
  • JCDecaux Group (France)
  • Lamar Advertising Company (USA)
  • oOh!media Limited (Australia)
  • Outfront Media, Inc. (USA)
  • Pattison Outdoor Advertising (Canada)
  • Primedia Outdoor (South Africa)
  • Ströer SE & Co. KGaA (Germany)
  • Growing Importance of Outdoor Advertising Creates Fertile Environment for Digital OOH
  • A Note on Evolution of Outdoor Advertising
  • Exhibit 4: World Outdoor Advertising Expenditure (in US$ Billion) for the Years 2018 through 2025
  • Exhibit 5: Breakdown World Outdoor Advertising Expenditure (in %) by Region/Country for the Year 2019
  • Leading Advertisers in OOH Spending Globally
  • Digital OOH Rides on the Urbanization Wave
  • Exhibit 6: World Urban Population in Thousands: 1950-2050
  • Exhibit 7: Degree of Urbanization Worldwide: Urban Population as a % of Total Population by Geographic Region for the Years 1950, 1970, 1990, 2018, 2030 and 2050
  • Exhibit 8: Percentage of Urban Population in Select Countries for 2018, 2020, 2030, 2040 and 2050
  • Urban Skyscrapers with Building Wrap Screens Drive Adoption
  • Increased Vehicular Traffic in Urban Territories Augurs Well
  • Smart City, the New Urban Infrastructure Concept, to Drive Next Wave of Growth in DOOH
  • Exhibit 9: World Smart City Investments (in US$ Billion) for the Years 2018 through 2025
  • Exhibit 10: Breakdown of World Smart City Investments (in %) by Country/Region for the Year 2019
  • Airports: Niche Segment
  • Smart Airports to Widen Airport DOOH
  • Exhibit 11: World Smart Airport Investments (in US$ Million) for the Years 2018 through 2025
  • Programmatic Approach Steps In to Instigate Broad-based Opportunities for Digital OOH
  • Fragmented In-Home Advertising Extends Opportunities
  • Special Entertainment Events Provides Momentum
  • Technological Confluence Sparks Innovative Approaches to Digital OOH
  • AI and Data Analytics Come to the Fore to Enhance DOOH Capabilities
  • Smartboards Enhance Viewer Recall of Outdoor Ads
  • Gesture Technology Proliferates the DOOH Vertical
  • The Rise of Augmented Reality & Nex-Gen Glad-vertising
  • Eco-Friendly Designs, Sleeker Hardware & Smarter Software Proliferate DOOH Domain
  • Issues & Challenges
  • Lack of Measurement: A Key Impediment
  • Unconventional Pricing Models
  • Issues with Targeting & Attribution
  • Safety Issues Being Taken to Higher Levels
  • Municipal Contracts: Inducing Uncertainty into Business
  • Unfavorable Regulations for Outdoor Advertising
  • Competition from Established & Emerging Forms of Advertising: A Challenge to Reckon With
III. MARKET ANALYSIS
  • The United States: Major Market for Digital OOH
  • Prominent Market Drivers
  • Digital Billboards Continue to Grow in Prominence
  • Technology Developments Sharpen Growth in Digital Billboards Vertical
  • Banking & Financial Services Firms Rely on DOOH
  • Tough Regulatory Stance: Major Challenge
  • Advertising Market Data
  • Exhibit 12: US Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Outdoor, Print, Radio and Television
  • Advertising Market Overview
  • Exhibit 13: Canadian Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Overview
  • Exhibit 14: Japanese Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Overview
  • Exhibit 15: Chinese Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Digital Format Challenges Static Billboard Advertising
  • Regulatory Issues
  • Advertising Market Overview
  • Exhibit 16: German Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Outdoor Spending Still Insignificant
  • Advertising Market Data
  • Exhibit 17: UK Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Data
  • Exhibit 18: Spanish Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Overview
  • Exhibit 19: Australian Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market: An Overview
  • Exhibit 20: Indian Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Digitization Wave Sets In
  • Mall Advertising: Picking Pace
  • SMEs Move to Advertise on Premium Billboards
  • Advertising Market Data
  • Exhibit 21: South Korean Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Overview
  • Exhibit 22: Brazilian Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Advertising Market Data
  • Exhibit 23: Mexican Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Outdoor Advertising in Africa: A Review
  • Nigeria: Outdoor Advertising Market on the Rise
  • Kenya: Opposition to Outdoor Advertising
IV. COMPETITION
  • Total Companies Profiled: 45
Note: Product cover images may vary from those shown

A selection of companies mentioned in this report includes:

  • Adams Outdoor Advertising
  • AOTO Electronics Co., Ltd
  • APG|SGA SA
  • Ayuda Media Systems
  • Bell Media
  • Broadsign International LLC
  • Clear Channel Outdoor Holdings, Inc.
  • Daktronics, Inc.
  • Global
  • JCDecaux Group
  • Lamar Advertising Company
  • oOh!media Limited
  • Outfront Media, Inc.
  • Pattison Outdoor Advertising
  • Primedia Outdoor
  • Ströer SE & Co. KGaA
Note: Product cover images may vary from those shown
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