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Digital OOH - Global Market Trajectory & Analytics

  • ID: 4804803
  • Report
  • February 2022
  • 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.

Global Digital OOH Market to Reach $24.9 Billion by 2024


Digital Out-of-Home (DOOH) advertising, also known as place-based media, is a visual advertising mode targeting audience when they are in-transit, outdoors or at commercial venues simply waiting. DOOH advertising offers great opportunities for advertisers to market their products and services using digital billboards, promotions and interactive campaigns without the need to waste paper for printed billboards. Amid the COVID-19 crisis, the global market for Digital OOH is projected to reach US$24.9 Billion by 2024, registering a compounded annual growth rate (CAGR) of 9.9% over the analysis period. United States represents the largest regional market for Digital OOH, accounting for an estimated 32.2% share of the global total. The market is projected to reach US$8.3 Billion by the close of the analysis period. China is expected to spearhead growth and emerge as the fastest growing regional market with a CAGR of 13.1% over the analysis period.Growing commercial display usage in advertising constitutes the chief growth promoting factor for digital OOH market. Technology advancements like enhanced IoT connectivity, AI, beacons and NFC among others led to increased creativity in DOOH industry in the recent years. Also, with stringent laws governing the number of roadside billboards that can be erected in a city, offering digital signs can prove to be a way out for advertisers. For instance, the Highway Beautification Act of 1965 in the US limits the number of new roadside billboards that can be erected, and digital signs in this regard prove to be a way out for advertisers to stimulate growth by helping them increase efficiency and acquire market share from other advertising platforms. Outdoor advertising is currently the dominant segment in the DOOH market, driven by growing outdoor activities of people such as shopping, dining out and travelling. Established advertisement market along with increased penchant for digital technologies among advertisers, marketers and corporate entities attaches strong demand for DOOH in the developed world. As consumers in Asia-Pacific and other emerging economies are following the footsteps of their western counterparts and are quickly migrating from traditional media channels to the attractive digital medium, growth of the digital media marketing industry in these regions is likely to be robust.

The market for Transit Media is forecast to growth the fastest over the analysis period. With people spending most of their time outdoors, transit media has quickly gained popularity among the DOOH advertising agencies. Given the advantages such as high degree of visibility, cost effectiveness and superior flexibility, transit media has emerged as an important advertising medium in the marketing world. Generally perceived as highly suitable for mass promotional medium, transit advertising also comes across as an effective choice for targeting a specific customer profile.

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.

I. METHODOLOGY


II. 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


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
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