PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1883001
PUBLISHER: Fortune Business Insights Pvt. Ltd. | PRODUCT CODE: 1883001
The global digital out-of-home (DOOH) advertising market was valued at USD 18.14 billion in 2024 and is projected to reach USD 20.17 billion in 2025, eventually growing to USD 46.09 billion by 2032. North America dominated the market in 2024 with a share of 34.4%, driven by advanced retail media networks, high consumer mobility, and integration of interactive and programmatic digital signage across urban centers, transit hubs, and public venues.
DOOH advertising merges the visibility and reach of traditional outdoor media with the interactivity, real-time targeting, and flexibility of digital platforms. Increasing demand for hyper-targeted and contextual advertising is transforming DOOH into a precision marketing tool. Brands are leveraging near real-time location data to serve highly relevant ads to audiences at high-intent venues such as airports, transit hubs, and fitness centers. For instance, travel accessories can be advertised to airport patrons while sportswear is promoted near gyms and fitness studios.
Impact of Generative AI on DOOH
The rise of generative AI technology is significantly enhancing DOOH operations by enabling fast, personalized, and scalable content production. Traditionally, content creation for DOOH was manual, limiting ad variants and update frequency. Generative AI tools such as GPT-4 and DALL*E allow dynamic, real-time ad personalization based on location, weather, time of day, and audience demographics. Companies like Katalyst and Broadsign are adopting AI-driven content management to adapt thousands of screens instantly, providing tailored messages across cities within seconds.
Impact of Reciprocal Tariffs
DOOH relies heavily on imported digital components like LED panels, controllers, networking devices, and IoT sensors from countries such as China, South Korea, and Taiwan. Reciprocal tariffs on these components could raise capital expenditure for providers, slow the deployment of new inventory, and potentially increase ad rates. In response, companies may invest in domestic manufacturing, seek alternative suppliers in tariff-exempt regions, or localize supply chains, although such transitions involve additional costs and delays.
Market Trends and Dynamics
Integration of DOOH with mobile and omnichannel campaigns is accelerating growth. By combining digital out-of-home ads with mobile targeting techniques such as geofencing, beacons, and device ID tracking, brands can deliver sequential messaging-e.g., showing a billboard at a transit station and following up with a mobile offer minutes later. Retail media networks (RMNs) are also boosting market growth by using first-party customer data to serve personalized messages in physical and digital spaces. Major retailers like Walmart, Amazon, and Kroger have expanded RMNs with in-store DOOH screens to engage consumers at points of purchase.
However, limited standardization and measurement metrics remain a challenge. Unlike online ads, DOOH lacks universal benchmarks for audience measurement, viewability, and attribution, making performance comparisons across platforms difficult.
By format, billboards dominated in 2024, benefiting from urbanization and smart city investments, with over 56% of the global population living in urban areas. Venue-based displays are expected to register the highest growth, targeting captive audiences in malls, airports, and gyms.
By type, outdoor DOOH captured the largest share in 2024, whereas indoor DOOH is anticipated to grow fastest due to longer consumer dwell times and higher engagement.
By technology platform, programmatic DOOH led in 2024, offering flexibility in ad delivery based on real-time data. Interactive DOOH platforms, including AR, touchscreens, and gesture recognition, are gaining traction for immersive experiences.
By end use, retail & FMCG dominated in 2024, leveraging real-time data for hyper-targeted campaigns. The healthcare segment is also emerging, using DOOH in hospitals and wellness centers for patient education and product promotions.
North America dominated in 2024 with USD 6.24 billion, benefiting from retail media integration and advanced stadium infrastructures like SoFi Stadium and Las Vegas Sphere. Asia Pacific is projected to grow fastest due to rapid urbanization, rising smartphone penetration, and smart city initiatives in China and India. Europe, Middle East & Africa, and South America are also witnessing steady growth, driven by public infrastructure modernization, retail expansion, and digital adoption in transit and commercial hubs.
Competitive Landscape
Key players include JCDecaux, Clear Channel Outdoor, Lamar Advertising, OUTFRONT Media, Stroer SE, Focus Media, and Daktronics. Companies are investing in AI-driven content, interactive platforms, and acquisitions to expand geographical reach. Recent developments include Lamar Advertising acquiring Premier Outdoor Media in May 2025 and JCDecaux launching a programmatic DOOH offering in April 2025.
Segmentation By Format
By Type
By Technology Platform
By End Use
By Region
Companies Profiled in the Report * JCDecaux (France)