Digital Out of Home Market by Type, Application, Vertical

List of Tables

[197 Pages Report] The Digital Out of Home Market size was estimated at USD 22.21 billion in 2023 and expected to reach USD 24.33 billion in 2024, at a CAGR 9.94% to reach USD 43.14 billion by 2030.

Digital Out of Home (DOOH) directs to digital media that are used for marketing and advertising purposes outside of the consumer's home. It is characterized by dynamic and interactive digital displays that are placed in public spaces, including transportation hubs such as subway stations and airports, on busy streets, in shopping malls, and at point-of-sale locations, among other high-traffic areas. The growing preference for digital advertising over traditional methods due to its cost-effectiveness and measurability driving the digital out of home market. In addition, the rise in the trend of digitalization across several sectors has increased the adoption of digital out of home advertising. However, the initial high cost of installation for DOOH systems and concerns related to energy usage limit the market growth. Furthermore, advancements in technology that improve the quality, interactivity, and personalization of adverts pose significant opportunities for market growth.

KEY MARKET STATISTICS
Base Year [2023]	USD 22.21 billion
Estimated Year [2024]	USD 24.33 billion
Forecast Year [2030]	USD 43.14 billion
CAGR (%)	9.94%

Type: Growing usage of large format media to catch the attention of a mass audience

Large format media refers to digital billboards or screens typically located in high-traffic areas such as highways, major city centers, and tourist spots. These formats are designed to catch the attention of a mass audience, making them ideal for branding and launching large-scale marketing campaigns. They offer visibility from far distances and often employ impressive high-resolution displays. Place-based signage includes digital screens located in specific venues such as shopping malls, airports, train stations, and healthcare facilities. Unlike large format media, place-based signage is aimed at engaging consumers in specific contexts, providing relevant content and advertising based on location and audience demographics. Point-of-purchase (POP) digital signage refers to screens positioned at retail locations, particularly near the checkout or where buying decisions are made. These screens are designed to influence customer behavior, promote specific items, and enhance the overall shopping experience with content such as product information, promotions, and advertisements.

Application: Rising demand for indoor DOOH displays to target consumers in a captive setting

Indoor DOOH displays are primarily located within enclosed spaces such as shopping malls, airports, subway stations, and office buildings. These installations are tailored to target consumers in a captive setting where dwell time is higher, offering opportunities for deeper engagement with content. The preference for Indoor DOOH stems from its ability to reach consumers in a controlled environment and its effectiveness in influencing purchase decisions at the point of sale. Outdoor DOOH encompasses digital billboards, transit displays, and digital signage located in high-traffic public places. The strength of outdoor DOOH lies in its broad reach and visibility, making it suitable for building brand awareness and delivering mass-market messages. Advertisers prefer outdoor DOOH for its ability to make a big visual impact and reach audiences across different demographics as they navigate through urban landscapes.

Vertical: Increasing potential of DOOH across institutional settings to improve the experience of the audience

Commercial DOOH applications encompass advertising and promotions predominantly in retail environments, bustling commercial centers, and entertainment venues. The need-based preference in this segment is for high-impact, visually stimulating content that captivates the target audience to drive sales and brand awareness. The infrastructural segment of DOOH is focused on transportation hubs, roadways, and other public infrastructure. The driving need is for informational content that can aid in wayfinding, advertising, and public announcements. Content must be reliably visible and rapidly updated to accommodate changes such as scheduling or emergency information. Institutional DOOH refers to applications within educational, healthcare, and government settings. The preference in this market is for content that educates, informs, and improves the experience of the audience within these institutions. DOOH technologies in this vertical are also used for public service announcements and emergency alerts.

Regional Insights

In the American region, consumer engagement with DOOH is high due to the country's extensive urban settings and well-established infrastructure for outdoor advertising. Digital billboards, transit displays, and interactive kiosks are commonly leveraged for their ability to reach a large audience with real-time, location-specific content. Investment in programmatic DOOH platforms and data-driven targeting continues to rise, indicating a market leaning towards personalized and measurable advertising mediums. The European Union sports a largely tech-savvy consumer base, with GDPR compliance shaping how customer data is used for advertising. In EU countries, DOOH is marked by high-quality designs and energy-efficient technology, with many companies focusing on sustainability and reduced carbon footprints. The creative use of public spaces for digital installations has been noted, particularly in regions with heavy footfall, including shopping centers and transport hubs. Digital transformation and smart city initiatives are major drivers for the DOOH market in the Middle East. The region's affluent consumer base and high tourist influx result in demand for premium and interactive advertising experiences. The APAC region is characterized by its technological innovation and large population centers, where consumer trends and behaviors vary significantly across the different economies. Strong government initiatives for the development of smart cities and a growing affinity for digital advertising amid rapid urban development support the market growth in the APAC region.

FPNV Positioning Matrix

The FPNV Positioning Matrix is pivotal in evaluating the Digital Out of Home Market. It offers a comprehensive assessment of vendors, examining key metrics related to Business Strategy and Product Satisfaction. This in-depth analysis empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success: Forefront (F), Pathfinder (P), Niche (N), or Vital (V).

Market Share Analysis

The Market Share Analysis is a comprehensive tool that provides an insightful and in-depth examination of the current state of vendors in the Digital Out of Home Market. By meticulously comparing and analyzing vendor contributions in terms of overall revenue, customer base, and other key metrics, we can offer companies a greater understanding of their performance and the challenges they face when competing for market share. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With this expanded level of detail, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.

Key Company Profiles

The report delves into recent significant developments in the Digital Out of Home Market, highlighting leading vendors and their innovative profiles. These include Aflak Electronic Industries Co., Bell Canada Enterprises Inc., Blip by ACME Intergalactic Inc., Broadsign International LLC, Christie Digital Systems USA, Inc., Cisco Systems, Inc., Clear Channel Outdoor, LLC, Daktronics, Electro-Matic Corporate, EMC Outdoor LLC, Firefly Systems Inc., Google, LLC by Alphabet, Inc., Hola Systems, Intel Corporation, JCDecaux, Lamar Advertising Company, LaneSquare Technology Pvt Ltd., LG Electronics Inc., Lightbox OOH Video Network, oOh!media Limited, Outfront Media Inc., Panasonic Corporation, Planar Systems Inc., ProSigns Global, QMS Media Pty Ltd., Sharp NEC Display Solutions Europe GmbH, Stroer CORE GmbH & Co. KG, The Neuron Holdings, Inc., TPS Engage Inc., Ultravision LED Solutions, Visual LED Systems, and Xtreme Media Pvt. Ltd..

Market Segmentation & Coverage

This research report categorizes the Digital Out of Home Market to forecast the revenues and analyze trends in each of the following sub-markets:

Type
- Large Format Media
- Place-based Signage
- Point-of-Purchase Digital Signage

Application
- Indoor DOOH
- Outdoor DOOH

Vertical
- Commercial
- Infrastructural
- Institutional

Region
- Americas
  - Argentina
  - Brazil
  - Canada
  - Mexico
  - United States
    - California
    - Florida
    - Illinois
    - New York
    - Ohio
    - Pennsylvania
    - Texas
- Asia-Pacific
  - Australia
  - China
  - India
  - Indonesia
  - Japan
  - Malaysia
  - Philippines
  - Singapore
  - South Korea
  - Taiwan
  - Thailand
  - Vietnam

Europe, Middle East & Africa
- Denmark
- Egypt
- Finland
- France
- Germany
- Israel
- Italy
- Netherlands
- Nigeria
- Norway
- Poland
- Qatar
- Russia
- Saudi Arabia
- South Africa
- Spain
- Sweden
- Switzerland
- Turkey
- United Arab Emirates
- United Kingdom

The report offers valuable insights on the following aspects:

1. Market Penetration: It presents comprehensive information on the market provided by key players.

2. Market Development: It delves deep into lucrative emerging markets and analyzes the penetration across mature market segments.

3. Market Diversification: It provides detailed information on new product launches, untapped geographic regions, recent developments, and investments.

4. Competitive Assessment & Intelligence: It conducts an exhaustive assessment of market shares, strategies, products, certifications, regulatory approvals, patent landscape, and manufacturing capabilities of the leading players.

5. Product Development & Innovation: It offers intelligent insights on future technologies, R&D activities, and breakthrough product developments.

The report addresses key questions such as:

1. What is the market size and forecast of the Digital Out of Home Market?

2. Which products, segments, applications, and areas should one consider investing in over the forecast period in the Digital Out of Home Market?

3. What are the technology trends and regulatory frameworks in the Digital Out of Home Market?

4. What is the market share of the leading vendors in the Digital Out of Home Market?

5. Which modes and strategic moves are suitable for entering the Digital Out of Home Market?

Product Code: MRR-4348D129FA50

1. Preface

1.1. Objectives of the Study
1.2. Market Segmentation & Coverage
1.3. Years Considered for the Study
1.4. Currency & Pricing
1.5. Language
1.6. Stakeholders

2. Research Methodology

2.1. Define: Research Objective
2.2. Determine: Research Design
2.3. Prepare: Research Instrument
2.4. Collect: Data Source
2.5. Analyze: Data Interpretation
2.6. Formulate: Data Verification
2.7. Publish: Research Report
2.8. Repeat: Report Update

3. Executive Summary

4. Market Overview

5. Market Insights

5.1. Market Dynamics
- 5.1.1. Drivers
  - 5.1.1.1. Increasing shift from traditional advertising to digital medium advertising platforms
  - 5.1.1.2. Rise in trend of digitalization across several sectors
  - 5.1.1.3. Widespread adoption across retail stores globally
- 5.1.2. Restraints
  - 5.1.2.1. High implementation cost associated with digital out of home platforms
- 5.1.3. Opportunities
  - 5.1.3.1. Introduction of technologically advanced digital out of home platforms
  - 5.1.3.2. Expanding the potential of digital out of home platforms with emerging trend of 5G
- 5.1.4. Challenges
  - 5.1.4.1. Compatibility and security risks with digital out of home solutions
5.2. Market Segmentation Analysis
- 5.2.1. Type: Growing usage of large format media to catch the attention of a mass audience
- 5.2.2. Application: Rising demand for indoor DOOH displays to target consumers in a captive setting
- 5.2.3. Vertical: Increasing potential of DOOH across institutional settings to improve the experience of the audience
5.3. Market Disruption Analysis
5.4. Porter's Five Forces Analysis
- 5.4.1. Threat of New Entrants
- 5.4.2. Threat of Substitutes
- 5.4.3. Bargaining Power of Customers
- 5.4.4. Bargaining Power of Suppliers
- 5.4.5. Industry Rivalry
5.5. Value Chain & Critical Path Analysis
5.6. Pricing Analysis
5.7. Technology Analysis
5.8. Patent Analysis
5.9. Trade Analysis
5.10. Regulatory Framework Analysis

6. Digital Out of Home Market, by Type

6.1. Introduction
6.2. Large Format Media
6.3. Place-based Signage
6.4. Point-of-Purchase Digital Signage

7. Digital Out of Home Market, by Application

7.1. Introduction
7.2. Indoor DOOH
7.3. Outdoor DOOH

8. Digital Out of Home Market, by Vertical

8.1. Introduction
8.2. Commercial
8.3. Infrastructural
8.4. Institutional

9. Americas Digital Out of Home Market

9.1. Introduction
9.2. Argentina
9.3. Brazil
9.4. Canada
9.5. Mexico
9.6. United States

10. Asia-Pacific Digital Out of Home Market

10.1. Introduction
10.2. Australia
10.3. China
10.4. India
10.5. Indonesia
10.6. Japan
10.7. Malaysia
10.8. Philippines
10.9. Singapore
10.10. South Korea
10.11. Taiwan
10.12. Thailand
10.13. Vietnam

11. Europe, Middle East & Africa Digital Out of Home Market

11.1. Introduction
11.2. Denmark
11.3. Egypt
11.4. Finland
11.5. France
11.6. Germany
11.7. Israel
11.8. Italy
11.9. Netherlands
11.10. Nigeria
11.11. Norway
11.12. Poland
11.13. Qatar
11.14. Russia
11.15. Saudi Arabia
11.16. South Africa
11.17. Spain
11.18. Sweden
11.19. Switzerland
11.20. Turkey
11.21. United Arab Emirates
11.22. United Kingdom

12. Competitive Landscape

12.1. Market Share Analysis, 2023
12.2. FPNV Positioning Matrix, 2023
12.3. Competitive Scenario Analysis
- 12.3.1. Following France and Belgium, JCDecaux Signs a Contract with Carrefour Group Brazil to Bring the Best of Digital Out-of-Home (DOOH) to Retail Media.
- 12.3.2. Talon & Grand Visual Launch Cutting-Edge Experiential Digital Out of Home Campaign for Shake Shack.
- 12.3.3. Vistar, Broadsign Announce DOOH Partnership.
- 12.3.4. Lemma Partners with Maxamtech Digital Ventures for 'Metaverse' Billboards.
- 12.3.5. oOh! Signs Long-Term Agreement With Eimedia.
12.4. Strategy Analysis & Recommendation

13. Competitive Portfolio

13.1. Key Company Profiles
13.2. Key Product Portfolio