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Digital OOH - Global Strategic Business Report

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    Report

  • 488 Pages
  • March 2024
  • Region: Global
  • Global Industry Analysts, Inc
  • ID: 4804803

Global Digital OOH Market to Reach $41.3 Billion by 2030

The global market for Digital OOH estimated at US$22.9 Billion in the year 2023, is projected to reach a revised size of US$41.3 Billion by 2030, growing at a CAGR of 7.6% over the analysis period 2023-2030.

Billboard Advertising, one of the segments analyzed in the report, is projected to record 8.4% CAGR and reach US$19.9 Billion by the end of the analysis period. Growth in the Transit Advertising segment is estimated at 7.3% CAGR for the next 8-year period.

The U.S. Market is Estimated at $7.2 Billion, While China is Forecast to Grow at 10.5% CAGR

The Digital OOH market in the U.S. is estimated at US$7.2 Billion in the year 2023. China, the world's second largest economy, is forecast to reach a projected market size of US$9.6 Billion by the year 2030 trailing a CAGR of 10.5% over the analysis period 2023 to 2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 5.4% and 6.4% respectively over the 2023-2030 period. Within Europe, Germany is forecast to grow at approximately 6.2% CAGR.

Exciting New Report Features

  • Full access to influencer engagement stats
  • Free access to digital archives & research platform. The proprietary platform is fully enabled to unlock creativity and market knowledge of domain experts worldwide in a cohesive and collaborative manner. The state-of-art tools bring world class market perspectives while protecting participants` privacy and identity. Numbers, statistics and market narrative in the report are based on fully curated insights shared by domain experts and influencers in this space.
  • Opportunity to engage with interactive questionnaires that come with real-time data simulator tools & bespoke report generation capabilities
  • Full client access to peer collaborative and interactive platform for cross-enterprise smart exchange of ideas
  • Complimentary report updates for one year
  • Competitor coverage with global market shares of major players
  • Player market presence analysis (Strong/Active/Niche/Trivial) across multiple geographies
  • Access to curated YouTube video transcripts of domain experts/influencer interviews, podcasts, press statements and event keynotes

What to Expect from the Global Economy in 2024

Edgy geopolitics, and economic instability caused by monetary policy tightening and ensuing higher interest rates will create a tumultuous landscape for 2024. Several factors will continue to exert pressure on the path to recovery including hostilities in the Middle East and increasingly common climate disasters. Among the risks, several positives are also taking shape such as growing signs of disinflation and easing of anxiety over stubborn inflation, supply chain normalization and price moderation despite volatility in energy costs. Elections across several G21 jurisdictions, notably in India and the United States, will have potential ramifications for capital flows and investment strategies. While India emerges as a compelling destination in the global investment landscape, U.S, based tech firms will continue to dominate, fueled by a dynamic ecosystem of talent and capital. Tech opportunities in Silicon Valley and beyond remain attractive for investors seeking high-growth prospects supported largely by a resilient albeit slowing domestic economy and conducive regulatory environment. Europe will continue to battle tight monetary policy and recession risks with U.K. having the most challenging outlook and running the greatest risk of recession in 2024. China remains a wild card with hope for growth in the country underpinned by government spending and improvements in consumer spending. The volatile environment will offer both opportunities and challenges for investors and businesses alike. Embracing volatility as a catalyst for growth together with agility and strategic foresight in navigating investment decisions will remain important for survival.

Select Competitors (Total 45 Featured)

  • NOBLE GRAPHICS
  • Daktronics, Inc.
  • Metalco Srl
  • Ayuda Media Systems
  • DDI Media
  • DISE International AB
  • Four Winds Interactive LLC
  • Shenzhen AOTO Electronics Co. Ltd.
  • Attest Technologies Limited
  • Shoppar Ltd.
  • MAIRDUMONT NETLETIX GmbH & Company KG
  • Coca Cola Amatil (Fiji) Limited
  • Ipswich City Enterprises Pty Limited
  • Hidle Pty Limited
  • K6 Media

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
  • 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 2024 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2024 (E)
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
  • 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
  • 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, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 2: World Historic Review for Digital OOH by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 3: World 16-Year Perspective for Digital OOH by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets for Years 2014, 2024 & 2030
  • Table 4: World Recent Past, Current & Future Analysis for Billboard by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 5: World Historic Review for Billboard by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 6: World 16-Year Perspective for Billboard by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 7: World Recent Past, Current & Future Analysis for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 8: World Historic Review for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 9: World 16-Year Perspective for Transit by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 10: World Recent Past, Current & Future Analysis for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 11: World Historic Review for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 12: World 16-Year Perspective for Street Furniture by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 13: World Recent Past, Current & Future Analysis for Other Products by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 14: World Historic Review for Other Products by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 15: World 16-Year Perspective for Other Products by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 16: World Recent Past, Current & Future Analysis for Outdoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 17: World Historic Review for Outdoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 18: World 16-Year Perspective for Outdoor by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 19: World Recent Past, Current & Future Analysis for Indoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 20: World Historic Review for Indoor by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 21: World 16-Year Perspective for Indoor by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 22: World Recent Past, Current & Future Analysis for Commercial by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 23: World Historic Review for Commercial by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 24: World 16-Year Perspective for Commercial by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 25: World Recent Past, Current & Future Analysis for Infrastructural by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 26: World Historic Review for Infrastructural by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 27: World 16-Year Perspective for Infrastructural by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 28: World Recent Past, Current & Future Analysis for Institutional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 29: World Historic Review for Institutional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 30: World 16-Year Perspective for Institutional by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 31: World Recent Past, Current & Future Analysis for Other Verticals by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2023 through 2030 and % CAGR
  • Table 32: World Historic Review for Other Verticals by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Sales in US$ Thousand for Years 2014 through 2022 and % CAGR
  • Table 33: World 16-Year Perspective for Other Verticals by Geographic Region - Percentage Breakdown of Value Sales for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2014, 2024 & 2030
  • Table 34: World Digital OOH Market Analysis of Annual Sales in US$ Thousand for Years 2014 through 2030
III. MARKET ANALYSIS
UNITED STATES
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2024 (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
JAPAN
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2024 (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 2024 (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 2024 (E)
FRANCE
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2024 (E)
GERMANY
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2024 (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 2024 (E)
  • Advertising Market Data
  • UK Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Print, Radio, Television and Outdoor
SPAINRUSSIAREST OF EUROPE
ASIA-PACIFIC
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2024 (E)
AUSTRALIA
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2024 (E)
INDIA
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2024 (E)
SOUTH KOREAREST OF ASIA-PACIFIC
LATIN AMERICA
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2024 (E)
ARGENTINABRAZILMEXICOREST OF LATIN AMERICA
MIDDLE EAST
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2024 (E)
IRANISRAELSAUDI ARABIAUNITED ARAB EMIRATESREST OF MIDDLE EAST
AFRICA
  • Digital OOH Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2024 (E)
IV. COMPETITION

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • NOBLE GRAPHICS
  • Daktronics, Inc.
  • Metalco Srl
  • Ayuda Media Systems
  • DDI Media
  • DISE International AB
  • Four Winds Interactive LLC
  • Shenzhen AOTO Electronics Co. Ltd.
  • Attest Technologies Limited
  • Shoppar Ltd.
  • MAIRDUMONT NETLETIX GmbH & Company KG
  • Coca Cola Amatil (Fiji) Limited
  • Ipswich City Enterprises Pty Limited
  • Hidle Pty Limited
  • K6 Media