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Base Year
Historical Year
Forecast Year
Global Digital OOH Market Report Summary | Description | Value |
Base Year | USD Billion | 2023 |
Historical Period | USD Billion | 2018-2023 |
Forecast Period | USD Billion | 2024-2032 |
Market Size 2023 | USD Billion | XX |
Market Size 2032 | USD Billion | XX |
CAGR 2018-2023 | Percentage | XX% |
CAGR 2024-2032 | Percentage | 12.0% |
CAGR 2024-2032 - Market by Region | Asia Pacific | 13.2% |
CAGR 2024-2032 - Market by Country | India | 14.1% |
CAGR 2024-2032 - Market by Country | Canada | 13.4% |
CAGR 2024-2032 - Market by Format Type | Video Advertising | 13.8% |
CAGR 2024-2032 - Market by Application | Outdoor | 13.6% |
Market Share by Country 2023 | Japan | 5.3% |
Digital OOH advertisements are placed at airports, medical waiting rooms, bus shelters, railway stations, retail stores, shopping malls, movie theatres, and major roads. Advertisers are using digital displays, motion graphics, projectors, graphics, and video content to target specific audiences with increasing internet penetration. This has culminated in the proliferation of physical and online marketing outlets worldwide. As a result, companies are gradually embracing such advertisements to sell their products in the market and boost the growth of digital OOH market.
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Programmatic advertising, data analytical techniques and increased interactivity and engagement are a few factors propelling the digital OOH market dynamics and trends.
April 2024
VIOOH, a premium digital-out-of-home supply-side platform, with all its operations across the globe, announced its second programmatic media owner partnership in mainland China. VIOOH will enable real-time trading on local programmatic DOOH inventory in partnership with Beijing Top Result Metro Advertising Co., Ltd. Upon the launch, VIOOH will be offering prDOOH across metro audiences in the top two metro systems in China: Shanghai Metro and Beijing Metro.
Programmatic Advertising
The programmatic digital out-of-home is going to garner further ground within the digital out-of-home market, allowing purchase of ads in real time and automated, data-driven targeting. This is driving ad relevance, optimised inventory management, and dynamic content delivery against audience behaviour and environmental conditions.
Data Analytical Techniques
Digital Outdoor Advertising is now becoming a key trend in digital OOH market and also being integrated with mobile and data analytical techniques. This is to ensure that the delivery process of the advertisement is done in a contextual and personalised manner. Indeed, advertisers have the opportunity to apply their targets' location and mobile interaction in creating a focused campaign that is executed according to real-time factors and behavioural insights.
Increased Interactivity And Engagement
More and more, the market is clearly tending towards interactive displays: touch-sensitive screens, augmented reality, and others. These kinds of improvements increase viewers' engagement through immersive experiences and interactive content as a way to stimulate brand recall and consumer interaction with the advertising message, thereby boosting digital OOH market opportunities.
In the current business situation, the use of powerful in-transit marketing systems is critical due to the increased production of multiple tools and applications for user engagement. Digital OOH is a cost-effective platform for any product or service marketing and advertising, which are fuelling the global digital OOH market growth. Digital OOH uses real-time displays and live data streams to serve the public interest. The key factors hampering this market include variance in digital OOH marketing regulations such as content and volume across various regions, high advertising costs, and the lack of real-time and accurate information on consumption. The ability to build awareness and produce impressive results is easier through digital OOH as the internet has now gained popularity, thus, propelling the digital OOH industry growth.
Growing Investment in Digital Advertisement to Augment Demand for OOH Advertising.
In 2023, the United States of America led in global digital ad spend with an expenditure of $263.89 billion. This underlines the economic might to the U.S. digital market, big in size due to a high degree of e-commerce development, widespread internet penetration, and a large base of technological and advertising companies, with advanced digital platforms and data-driven marketing strategies.
Running closely at second was China, which ran at a high of USD 136.10 billion digital ad spend. The Chinese phenomenon is buttressed by the large population, rising internet user count, and, not to forget, the power of digital giants Alibaba, Tencent, and ByteDance. Growth in China's spending will act as a driver as mobile and social media continue to gain traction, heading at really swift speeds compared to all other nations in this region. This will be a key trend of the digital OOH market, propelling the global demand.
The United Kingdom followed with USD 32.66 billion in digital ad spending, indicating that it was the largest market in Europe. A strong market for digital ads in the UK should be supported by a mature online retail environment and relatively continued high spending on the country's digital platforms. Japan spent 21.20 billion US dollars on digital advertisements, underlining a country with more advanced technological infrastructure and strong e-commerce market, although far behind other major markets to the relatively slow adoption of technologies for digital advertising.
Germany spent $11.74 billion on digital ads, making it the largest market in mainland Europe. With such a huge industrial base and a huge investment in digital transformation, the country justifies this high digital ad spend. Under the same conditions of developed economies with high internet penetration and digitally developed infrastructures, the numbers for Canada and Australia are $10.77 billion and $10.52 billion, respectively. Such figures will be the main reason behind the augmented digital OOH demand growth.
France represented digital ad spending of USD 7.97 billion, depicting an increase in the digital focus, though currently it lags some big European markets like the UK and Germany. Digital ad spending in Brazil of USD 7.73 billion makes it the biggest market in Latin America, driven by increasing penetration in the internet and the rapid development of social media platforms. South Korea, on the other hand, recorded a digital ad spend of USD 5.81 billion, indicative of the country's tech-savvy nature plus a high level of consumption of digital media, particularly in the mobile and gaming sectors.
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“Global Digital OOH Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
The industry can be broadly categorised based on format type into:
The industry can be divided on the basis of its application sectors as:
The industry can be divided based on end-use as:
Based on region, the market is divided into:
Digital Billboard Segment Is Anticipated To Gain Traction Owing To Dynamic Features
As per digital OOH market analysis, the digital billboards segment is likely to gain significant traction due to their high visibility, dynamic content capabilities, and flexibility. Unlike static billboards, digital billboards can display multiple ads and update content in real-time, making them more appealing to advertisers seeking to engage diverse audiences. Their ability to integrate with programmatic advertising and data analytics further enhances targeting and effectiveness. As advertisers increasingly prioritise data-driven and interactive approaches, digital billboards offer a compelling solution for reaching large audiences with relevant, timely messages.
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The digital OOH market in Asia-Pacific is likely to be a significant industry for OOH, driven by the rapid urbanisation, increasing infrastructure development, and growing focus on modern advertising solutions. Digital advertising technologies for brand display and engaging a tech-savvy consumer base form a significant part of investments by major metropolitan cities in the region. Opportunities for digital billboards and interactive displays arise in increasing numbers with rising smart cities and sophisticated public conveyance systems. DOOH solutions find increasing demand due to the growing adoption of digital technologies and economic growth in the Asia-Pacific region.
CAGR 2024-2032 - Market by | Country |
India | 14.1% |
Canada | 13.4% |
China | 12.6% |
Saudi Arabia | 11.9% |
UK | 11.6% |
USA | XX% |
Germany | XX% |
France | 9.9% |
Italy | XX% |
Japan | XX% |
Australia | XX% |
Brazil | XX% |
Mexico | XX% |
Key players in the digital OOH market are scaling digital billboard networks using advanced technology, in a bid to move towards targeted advertising, optimise with data analytics, and form strategic partnerships to facilitate market reach and effectiveness for revenue.
JCDecaux SA, founded in 1964 and headquartered in Neuilly-sur-Seine, France, deals with a comprehensive range of digital out-of-home solutions. This will involve everything from digital billboards and transit displays to interactive kiosks within a global network. Their network is spread globally, providing high-visibility advertisement coverage in the heart of cities and transportation hubs.
Based in San Antonio, Texas, Clear Channel Outdoor Holdings Inc. is a company founded in 1901 that now deals with digital billboards, transit displays, and airport advertising. From high-impact and large-format screens, their digital OOH offerings are purposed to provide dynamic and targeted advertising in key cities across the globe.
Lama Advertising Company is based in Dubai, UAE, and was founded in 2005 as a provider of digital billboards and transit advertising across the Middle East. The firm offers leading high-visibility displays and digital innovation for regional markets and high-traffic areas.
Other key players in the digital OOH market report includes Outfront Media Inc, Daktronics Inc., Prismview LLC NEC Display Solutions Ltd., oOhmedia! Ltd., and Ströer SE & Co. KGaA, among others.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The global digital OOH market is projected to grow at a CAGR of 12% between 2023 and 2032.
The major drivers expected to aid market growth are the growing investments by companies in advertising their products, increasing urbanisation and globalisation, growing utilisation of digital displays and video content for marketing, and growing technological advancements.
The key trends guiding the growth of the market include the increasing internet penetration in the emerging nations and the growing demand for real-time displays and live data streams.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
Digital billboards, video advertising, and ambient advertising, among others, are the leading digital OOH format types in the market.
The leading applications of the product include indoor and outdoor segments.
Automotive, BFSI, entertainment, food and beverages, personal care and households, retail, and telecom, among others, are the major end use segments of the product.
The major players in the market are JCDecaux SA, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, Outfront Media Inc., Daktronics Inc., Prismview LLC NEC Display Solutions Ltd., oOhmedia! Ltd., and Ströer SE & Co. KGaA, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
REPORT FEATURES | DETAILS |
Base Year | 2023 |
Historical Period | 2018-2023 |
Forecast Period | 2024-2032 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Format Type |
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Breakup by Application |
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Breakup by End Use |
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Breakup by Region |
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Market Dynamics |
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Competitive Landscape |
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Companies Covered |
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Report Price and Purchase Option | Explore our purchase options that are best suited to your resources and industry needs. |
Delivery Format | Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option. |
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