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Digital OOH - Global Market Trajectory & Analytics

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    Report

  • 488 Pages
  • October 2022
  • Region: Global
  • Global Industry Analysts, Inc
  • ID: 4804803

Global Digital OOH Market to Reach $31.1 Billion by 2027

Amid the COVID-19 crisis, the global market for Digital OOH estimated at US$17.1 Billion in the year 2020, is projected to reach a revised size of US$31.1 Billion by 2027, growing at a CAGR of 8.9% over the period 2020-2027. Billboard, one of the segments analyzed in the report, is projected to record a 9.9% CAGR and reach US$14.6 Billion by the end of the analysis period. Taking into account the ongoing post pandemic recovery, growth in the Transit segment is readjusted to a revised 8.5% CAGR for the next 7-year period.

The U.S. Market is Estimated at $5.5 Billion, While China is Forecast to Grow at 12.3% CAGR

The Digital OOH market in the U.S. is estimated at US$5.5 Billion in the year 2020. China, the world's second largest economy, is forecast to reach a projected market size of US$6.6 Billion by the year 2027 trailing a CAGR of 12.3% over the period 2020 to 2027. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 6.3% and 7.9% respectively over the 2020-2027 period. Within Europe, Germany is forecast to grow at approximately 7.2% CAGR. Led by countries such as Australia, India, and South Korea, the market in Asia-Pacific is forecast to reach US$3.2 Billion by the year 2027.

Street Furniture Segment to Record 7.9% CAGR

In the global Street Furniture segment, USA, Canada, Japan, China and Europe will drive the 7.9% CAGR estimated for this segment. These regional markets accounting for a combined market size of US$2.9 Billion in the year 2020 will reach a projected size of US$4.9 Billion by the close of the analysis period. China will remain among the fastest growing in this cluster of regional markets. Latin America will expand at a 9.7% CAGR through the analysis period.

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

What's New for 2022?

  • Global competitiveness and key competitor percentage market shares
  • Market presence across multiple geographies - Strong/Active/Niche/Trivial
  • Online interactive peer-to-peer collaborative bespoke updates
  • Access to a digital archives and Research Platform
  • Complimentary updates for one year
Frequently Asked Questions about the Global Market for Digital OOH

What is the estimated value of the Global Market for Digital OOH?

The Global Market for Digital OOH was estimated to be valued at $17.1 Billion in 2020.

What is the growth rate of the Global Market for Digital OOH?

The growth rate of the Global Market for Digital OOH is 8.9%, with an estimated value of $31.1 Billion by 2027.

What is the forecasted size of the Global Market for Digital OOH?

The Global Market for Digital OOH is estimated to be worth $31.1 Billion by 2027.

Who are the key companies in the Global Market for Digital OOH?

Key companies in the Global Market for Digital OOH include 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. and JCDecaux Group.

Table of Contents

I. METHODOLOGYII. EXECUTIVE SUMMARY
1. MARKET OVERVIEW
  • 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
  • World Digital OOH Market by Region (2019 & 2025): Percentage Breakdown of Revenues for Developed and Developing Regions
  • 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
  • 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
  • Digital OOH - Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
  • Impact of Covid-19 and a Looming Global Recession
2. FOCUS ON SELECT PLAYERS
  • 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)
3. MARKET TRENDS & DRIVERS
  • Growing Importance of Outdoor Advertising Creates Fertile Environment for Digital OOH
  • A Note on Evolution of Outdoor Advertising
  • World Outdoor Advertising Expenditure (in US$ Billion) for the Years 2018 through 2025
  • 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
  • World Urban Population in Thousands: 1950-2050
  • Degree of Urbanization Worldwide: Urban Population as a % of Total Population by Geographic Region for the Years 1950, 1970, 1990, 2018, 2030 and 2050
  • 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
  • World Smart City Investments (in US$ Billion) for the Years 2018 through 2025
  • Breakdown of World Smart City Investments (in %) by Country/Region for the Year 2019
  • Airports: Niche Segment
  • Smart Airports to Widen Airport DOOH
  • 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
4. GLOBAL MARKET PERSPECTIVE
  • Table 1: World Recent Past, Current & Future Analysis for Digital OOH by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 2: World Historic Review for Digital OOH by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 3: World 15-Year Perspective for Digital OOH by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets for Years 2012, 2021 & 2027
  • Table 4: World Recent Past, Current & Future Analysis for Billboard by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 5: World Historic Review for Billboard by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 6: World 15-Year Perspective for Billboard by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 7: World Recent Past, Current & Future Analysis for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 8: World Historic Review for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 9: World 15-Year Perspective for Transit by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 10: World Recent Past, Current & Future Analysis for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 11: World Historic Review for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 12: World 15-Year Perspective for Street Furniture by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 13: World Recent Past, Current & Future Analysis for Other Products by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 14: World Historic Review for Other Products by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 15: World 15-Year Perspective for Other Products by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 16: World Recent Past, Current & Future Analysis for Outdoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 17: World Historic Review for Outdoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 18: World 15-Year Perspective for Outdoor by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 19: World Recent Past, Current & Future Analysis for Indoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 20: World Historic Review for Indoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 21: World 15-Year Perspective for Indoor by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 22: World Recent Past, Current & Future Analysis for Commercial by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 23: World Historic Review for Commercial by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 24: World 15-Year Perspective for Commercial by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 25: World Recent Past, Current & Future Analysis for Infrastructural by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 26: World Historic Review for Infrastructural by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 27: World 15-Year Perspective for Infrastructural by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 28: World Recent Past, Current & Future Analysis for Institutional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 29: World Historic Review for Institutional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 30: World 15-Year Perspective for Institutional by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
  • Table 31: World Recent Past, Current & Future Analysis for Other Verticals by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2020 through 2027 and % CAGR
  • Table 32: World Historic Review for Other Verticals by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World Markets - Independent Analysis of Annual Sales in US$ Million for Years 2012 through 2019 and % CAGR
  • Table 33: World 15-Year Perspective for Other Verticals by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific and Rest of World for Years 2012, 2021 & 2027
III. MARKET ANALYSIS
UNITED STATES
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)
  • 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
  • US Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Outdoor, Print, Radio and Television
CANADA
  • Advertising Market Overview
  • Canadian Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
JAPAN
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)
  • Advertising Market Overview
  • Japanese Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
CHINA
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)
  • Advertising Market Overview
  • 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
EUROPE
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)
FRANCE
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)
GERMANY
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)
  • Advertising Market Overview
  • German Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
  • Outdoor Spending Still Insignificant
ITALY
UNITED KINGDOM
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)
  • Advertising Market Data
  • UK Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
REST OF EUROPE
ASIA-PACIFIC
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)
REST OF WORLD
IV. COMPETITION
  • Total Companies Profiled: 45

Companies Mentioned

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