Digital Out Of Home Market Size, share, and Segmentation, By Product( Introduction, Billboard, Street Furniture, Transit), By Vertical (Introduction, Commercial Infrastructural, Institutional, Other Verticals), By Application (Introduction, Indoor, Outdoor, Displays Used in Digital Out-of-Home Advertising), By Region, And Global Forecasts 2024 – 2031

Digital Out Of Home Market Report Scope & Overview:

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The Digital Out Of Home Market size was valued at USD 26.18 billion in 2023 and is expected to grow to USD 69.1 billion by 2032 and grow at a CAGR Of 11.4 % over the forecast period of 2024-2032.

Digital outdoor media used for advertising outside the home is known as digital out-of-home or digital out-of-home.

It consists of a digital display, digital billboard, or digital signage that uses screen and LED technology to remotely update its advertising material. Two platforms make up Digital-Out-of-Home, which essentially enables outside advertisements for different products.

Digital place-based networks and digital billboards & signage are examples of digital out-of-home platforms. In diverse end-use sectors, digital billboards are electronic display systems that show pictures, videos, and animations of companies.

Through digital interfaces or display displays at location-based venues such as retail stores, airports, malls, transport, bus shelters, and roadside locations, the digital place-based networks combine tailored information content with advertising narrowcast. These platforms are fostering expansion in digital out-of-home advertising.

MARKET DYNAMICS

KEY DRIVERS:  

• The growing urbanization in emerging nations

• Increase in programmatic advertising expenditure

An increase in programmatic advertising expenditure is anticipated to propel the growth of the worldwide digital out-of-home (DOOH) market. Additionally, the rising importance of business information and the level of market competition would favorably affect market expansion.

RESTRAIN:

• A lack of standards for device interoperability.

• Increasing internet and broadcast advertising.

Increasing internet and broadcast advertising as well as complicated and pricey digital signs are some of the main challenges limiting the growth of the digital out-of-home industry.

OPPORTUNITY: 

• Live News by using advanced attribution tools.

• The outdoor applications will account for the greatest market share.

The verticals of transportation, sports, and hospitality frequently employ outdoor displays. During the projected period, the transportation sector is anticipated to have a strong penetration of outdoor advertising. Large ads for passing automobiles and pedestrians are frequently shown on billboards in busy regions. Due to the advertising' prominent visibility along express motorways and other sites with strong consumer exposure, this draws a lot of consumers. For outdoor advertising, digital billboards are created using computer software. Text that is constantly changing or flashing makes an impression on customers and gives the targeted audience more exposure. The US company Daktronics is a market leader in the production of outdoor displays. Outdoor displays are made with the severe environment in mind.

CHALLENGES:

• Mobile-based digital networks

• Location-based advertising

Location-based advertising is becoming more prevalent among digital-out-of-home advertisers as mobile-based digital networks progress. Advertising that may be viewed worldwide. Digital out-of-home is replacing traditional outdoor advertising thanks to developments in the field. Digital displays are increasingly being used in airports across the world because they grab the attention of the intended audience. Travelers are attracted to brands, real-time news, weather, and entertainment at airports.

IMPACT ANALYSIS

IMPACT OF RUSSIAN UKRAINE WAR

In Ukraine, digital technology is crucial, if not critical. Conflict with Russia. Cyberattacks become more frequent as the war becomes worse. Big Tech and social media platforms' choices over which services to provide or prohibit immediately affect the situation there. Emerging technology, like cryptocurrency, is finding new uses. Sanctions will affect how technology and e-commerce develop.

The situation in Ukraine may have a substantial effect on the digital economy because it might make the chip scarcity worse, which has recently resulted in big losses for many industries, from computers to automakers. The production of semiconductors requires several raw materials that are shipped from Russia and Ukraine, including the metals palladium, nickel, platinum, rhodium, and titanium as well as the gases neon and C4F6. More than 90% of the neon used in the US comes from Ukraine, while 35% of the US's palladium comes from Russia. The war may cause supply chains to break down, stockpiles to run out quickly, and prices to rise.

IMPACT OF ONGOING RECESSION

Over the past two years, prices have increased significantly as a result of the high inflation rates in industrialized nations throughout the world. The advanced economies' rising interest rates are driving the housing bubbles in these nations. The wealth of people declines when real estate bubbles pop, which results in reduced spending, which slows down these economies and affects imports from other nations. India's non-oil exports in October were $25 billion, which was a decrease of 18% from the previous year and a reduction of 28% from the highest monthly goods exports of $34.7 billion. In India, the service sector predominates, accounting for over 50% of gross value added, compared to less than 20% for manufacturing. The manufacturing sector is substantially more affected by global supply chain disruptions than the total impact on the home economy, which is anticipated to be less.

KEY MARKET SEGMENTS

 By Product

• Billboard

• Street Furniture

• Transit

By Vertical

• Commercial

  • Retail

  • Corporate and Government

  • Healthcare

  • Hospitality

• Infrastructural

  • Transportation

  • Entertainment

• Institutional

  • Banking, Financial Services, and Insurance (BFS1)

  • Education

• Other Verticals

By Application

• Indoor

• Outdoor

• Displays Used in Digital Out-of-Home Advertising

  •  LCD

  • OLED Display

  • Direct-View Fine-Pixel Led

  • Direct-View Large-Pixel Led

  • E-Paper Display

REGIONAL ANALYSIS

North America is anticipated to account for the biggest market share. North America is anticipated to have the greatest share and dominate the digital out-of-home market. Due to its technical leadership, North America is a global leader in delivering cutting-edge technology, which is employed in the advertising industry. The advantages of commercial displays are continuously recognized in North America, which was an early adopter of the newest display technology. Clear Channel Outdoor Holdings, Inc. (US), Lamar Advertising Company (US), OUTFRONT Media (US), Daktronics (US), and Prismview LLC (US) are some of the major participants in this area.

The Asia-Pacific has the biggest population. With a rise in the number of people living in cities and Asia-Pacific is regarded as one of the fastest-growing areas for digital and outdoor advertising due to its high purchasing power. Consumers in Asia-Pacific and other developing countries are swiftly switching from conventional media channels to alluring digital platforms, following in the footsteps of their counterparts in the West. As a result, the market for digital out-of-home (OOH) advertising is expanding throughout the area, especially compared to its Western counterparts in the North.

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REGIONAL COVERAGE:

North America

• USA

• Canada

• Mexico

Europe

• Germany

• UK

• France

• Italy

• Spain

• The Netherlands

• Rest of Europe

Asia-Pacific

• Japan

• South Korea

• China

• India

• Australia

• Rest of Asia-Pacific

The Middle East & Africa

• Israel

• UAE

• South Africa

• Rest of the Middle East & Africa

Latin America

• Brazil

• Argentina

• Rest of Latin American

KEY PLAYERS 

The Major Playersa are JCDecaux (France), Lamar Advertising Company (US), Clear Channel Outdoor Holdings, Inc. (US), OUTFRONT Media (US), Prismview LLC (US), Daktronics (US), NEC Display Solutions, Ltd. (Japan), Stroer SE & Co. KGaA (Germany), Broadsign International LLC. (Canada), oOhImedia Ltd. (Australia), Mvix, Inc. (US), Christie Digital Systems USA, Inc. (US), Ayuda Media Systems (US), Deepsky Corporation Ltd.(Hong Kong), and Aoto Electronics Co., Ltd (China)., other players are listed in a final report.

RECENT DEVELOPMENT

• Jan. 20, 2022, In Malaysia, Hivestack has opened a programmatic digital out-of-home (DOOH) market. Hivestack has announced partnerships with GroupM, which operates in 14 different countries, and Dentsu-owned Posterscope, which will launch a live campaign in December 2021. These agency clients may now launch campaigns in Malaysia and throughout Hivestack's top-tier global network by using data-driven audience targeting. Through the Hivestack Supply Side Platform (SSP), Hivestack has also acquired some of the biggest and most influential OOH/DOOH media owners in Malaysia, including BIG Tree, Seni Jaya, Spectrum, Laguna, Lantern Media, Sky Blue, Power Screen, WOW Media, Era Jaya, and AOS Media. These media owners may connect in real-time to a global pool of marketers to monetize their premium DOOH inventory.   

• Airsqreen unveiled an advertising platform for digital out-of-home (DOOH) advertising in August 2021. The industry now has a new level of confidence and income opportunities because of this straightforward technology that links marketers and screen operators. Full transport coverage was made possible by Airsqreen's straightforward, economical solution. '2 Mordor Intelligence's improved operational efficiencies allow for real-time verification.

•  June 2022 - JCDecaux and VIOOH have jointly announced the debut of their programmatic DOOH product for the Brazilian market. Using the VIOOH platform, JCDecaux will be able to provide its clients with effective programmatic digital out-of-home campaigns on their premium screens across Brazil, supporting brands in developing significant relationships with consumers.