Digital Out-of-Home or digital-out-of-home refers to the digital outdoor media used for advertising outside the home. It includes a digital display, digital billboard or digital signage that changes the advertising content remotely with the use of LED and screen technology. Digital-Out-of-Home consists of two platforms that effectively enable the outdoor advertising of various brands.
Digital-out-of-home platforms are digital billboards & signages and digital place-based networks. Digital billboards are electronic display systems that display images, videos and animations of brands across different end-use industries for digital-out-of-home advertising.
The digital place-based networks integrate targeted information content with advertising narrowcast through digital interfaces or display screens in place-based venues such as retail outlets, airports, malls, transit, bus shelters and roadsides, among others. These platforms in digital-out-of-home advertising are creating growth opportunities for the digital-out-of-home market.
In the coming years, digital-out-of-home advertising will be dependent upon improved audience measurements such as location-based data, weather forecasts and live news by using advanced attribution tools. Digital-out-of-home advertising is unlocking various opportunities for advertisers to reach the target audience more effectively. Digital out-of-home also plays a vital role in smart city projects. The full-motion digital locations linked with Wi-Fi technology are equipped with facial recognition technology to offer connectivity to mobile audiences.
With the advancement of mobile-based digital networks, digital-out-of-home advertisers are extending location-based advertisements to engage customers from anywhere. Due to advancements in digital-out-of-home technologies, digital-out-of-home is transforming traditional outdoor advertising. There is a rise in the usage of digital screens at airports globally, as they attract the attention of the target audience. These digital screens display the advertisements of brands and real-time news, weather and entertainment that draws the attention of travellers at airports.
Moreover, factors such as long dwell time, business class travellers, frequent flyers, etc. create opportunities for advertisers to offer repeated exposure of their brands as the travellers are forced to spend hours waiting for their flights. These factors are contributing to the growth of the digital-out-of-home market.
Revenue generated by the global digital-out-of-home market is estimated to exhibit a double-digit CAGR and reach US$ 12,365.6 Mn by 2028. Based on the platform, the digital-out-of-home in digital billboards & signages (DBB) segment is estimated to hold the largest share in 2028. Moreover, the digital billboards & signages (DBB) are expected to exhibit the highest CAGR in the platform segment.
Based on industry, the digital-out-of-home in the retail segment is estimated to hold approximately 16.1% of the market share in 2028. However, the transportation segment is estimated to exhibit a high CAGR of 12.0% during the forecast period.
The digital-out-of-home market in MEA is expected to witness the highest growth in the global digital-out-of-home market owing to the increasing adoption of advanced interactive technologies and the rise in the usage of Augmented Reality (AR) & Virtual Reality (VR) in digital-out-of-home advertising.
These AR & VR technologies are integrated in digital-out-of-home solutions to create an immersive and interactive advertisements for audiences, which enhance consumer experiences and engage the target audience effectively. Thus, the introduction of AR and VR technologies in digital-out-of-home advertising is expected to create incremental opportunities for the digital-out-of-home market.
Some of the key vendors in the digital-out-of-home market are JCDecaux, Lamar Advertising Company, Clear Channel Outdoor, and oOh!Media Ltd., Ströer SE & Co. KGaA, Outfront Media, Inc., APN Outdoor Group Ltd., Focus Media Co. Ltd., Exterion Media Group, BroadSign International LLC and Asiaray Media Group Ltd. For instance, in July 2018, Lamar Advertising Company entered into a partnership with Wieden-Kennedy, OMA, Clear Channel Outdoor and Wow Media to launch a digital-out-of-home campaign for the Los Angeles International Airport. The digital billboards in the campaign use dynamic data from real-time flights and display the content when the passengers leave the airport. This digital-out-of-home campaign displayed vouchers to passengers of Delta Airlines In October 2017, ELAN Media, one of the leading companies that specialise in innovation communication and advertising, entered into a partnership with Quividi, an audience analytics provider. Through this partnership, both companies introduced anonymous video analytics technology (AVA) that enables ELAN Media to precisely measure the audience of their digital-out-of-home assets in real time. In April 2018, JCDecaux Australia entered into a partnership with Seedooh, a campaign delivery reporting platform provider. Through this partnership, Seedooh’s reporting and verification platform will be integrated into the JCDecaux system to provide real-time delivery data for digital-out-of-home campaigns. In October 2017, Lamar Advertising Company agreed with Ultravision International, a manufacturer of LED displays and LED lighting, to purchase LED billboard lights and modular LED display panels from Ultravision.
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The digital out-of-home market is predicted to grow at 11.6% CAGR through 2032.
North America digital out-of-home market holds the highest revenue potential, with a market share of 21.7% in 2022.
The digital out-of-home market is expected to surpass US$ 70.15 Bn by 2032.
The digital out-of-home market size is anticipated to be over US$ 23.41 Bn in 2022.
1. Executive Summary
1.1. Market Overview
1.2. Market Analysis
1.3. Recommendations
1.4. Wheel of Fortune
2. Market Introduction
2.1. Market Definition
2.1.1. DOOH Formats
2.2. Market Taxonomy
2.3. Market Snapshot
3. Market Background
3.1. Macro-Economic Factors
3.2. Forecast Factors – Relevance & Impact
3.3. Value Chain Analysis
3.4. Market Dynamics
3.4.1. Drivers
3.4.2. Restraints
3.5. Opportunity Analysis
4. Market Forecast
4.1. Market Size and Y-o-Y Growth
4.2. Absolute $ Opportunity
5. Global Digital-Out-of-Home Market Analysis By Platform
5.1. Introduction
5.1.1. Market Value Share Analysis By Platform
5.1.2. Y-o-Y Growth Analysis By Platform
5.2. Historical Market Size (US$ Mn) Analysis 2013-2017 By Platform
5.3. Current Market Size (US$ Mn) and Forecast 2018-2028 By Platform
5.3.1. Digital Billboard & Signage (DBB)
5.3.2. Digital Place-based Networks (DPN)
5.4. Market Attractiveness Analysis By Platform
6. Global Digital-Out-of-Home Market Analysis By Industry
6.1. Introduction
6.1.1. Market Value Share Analysis By Industry
6.1.2. Y-o-Y Growth Analysis By Industry
6.2. Historical Market Size (US$ Mn) Analysis 2013-2017 By Industry
6.3. Current Market Size (US$ Mn) and Forecast 2018-2028 By Industry
6.3.1. Retail
6.3.2. Corporate & Government
6.3.3. Healthcare
6.3.4. Hospitality
6.3.5. Transportation
6.3.6. Entertainment
6.3.7. BFSI
6.3.8. Education
6.3.9. Others
6.4. Market Attractiveness Analysis By Industry
7. Global Digital-Out-of-Home Market Analysis By Region
7.1. Introduction
7.1.1. Market Value Share Analysis By Region
7.1.2. Y-o-Y Growth Analysis By Region
7.2. Historical Market Size (US$ Mn) Analysis 2013-2017 By Region
7.3. Current Market Size (US$ Mn) and Forecast 2018-2028 By Region
7.3.1. North America
7.3.2. Latin America
7.3.3. Western Europe
7.3.4. Eastern Europe
7.3.5. South East Asia and Others of Asia Pacific
7.3.6. China
7.3.7. Japan
7.3.8. Middle East & Africa (MEA)
7.4. Market Attractiveness Analysis By Region
8. North America Digital-Out-of-Home Market Analysis
8.1. Introduction
8.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
8.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018–2028
8.3.1. By Country
8.3.1.1. U.S.
8.3.1.2. Canada
8.3.2. By Platform
8.3.3. By Industry
8.4. Market Attractiveness Analysis
8.4.1. By Country
8.4.2. By Platform
8.4.3. By Industry
8.5. Market Trends
8.6. Key Market Participants – Intensity Mapping
8.7. Drivers and Restraints – Impact Analysis
9. Latin America Digital-Out-of-Home Market Analysis
9.1. Introduction
9.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
9.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018–2028
9.3.1. By Country
9.3.1.1. Brazil
9.3.1.2. Mexico
9.3.1.3. Rest of Latin America
9.3.2. By Platform
9.3.3. By Industry
9.4. Market Attractiveness Analysis
9.4.1. By Country
9.4.2. By Platform
9.4.3. By Industry
9.5. By Vertical Market Trends
9.6. Key Market Participants – Intensity Mapping
9.7. Drivers and Restraints – Impact Analysis
10. Western Europe Digital-Out-of-Home Market Analysis
10.1. Introduction
10.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
10.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
10.3.1. By Country
10.3.1.1. Germany
10.3.1.2. Italy
10.3.1.3. France
10.3.1.4. Spain
10.3.1.5. U.K.
10.3.1.6. BENELUX
10.3.1.7. Rest of Western Europe
10.3.2. By Platform
10.3.3. By Industry
10.4. Market Attractiveness Analysis
10.4.1. By Country
10.4.2. By Platform
10.4.3. By Industry
10.5. Market Trends
10.6. Key Market Participants – Intensity Mapping
10.7. Drivers and Restraints – Impact Analysis
11. Eastern Europe Digital-Out-of-Home Market Analysis
11.1. Introduction
11.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
11.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
11.3.1. By Country
11.3.1.1. Russia
11.3.1.2. Poland
11.3.1.3. Rest of Eastern Europe
11.3.2. By Country
11.3.3. By Platform
11.3.4. By Industry
11.4. Market Attractiveness Analysis
11.4.1. By Country
11.4.2. By Platform
11.4.3. By Industry
11.5. Market Trends
11.6. Key Market Participants – Intensity Mapping
11.7. Drivers and Restraints – Impact Analysis
12. South East Asia and Others of Asia Pacific Digital-Out-of-Home Market Analysis
12.1. Introduction
12.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
12.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
12.3.1. By Country
12.3.1.1. India
12.3.1.2. ASEAN
12.3.1.3. Australia and New Zealand
12.3.1.4. Rest of SEA and Others of APAC
12.3.2. By Platform
12.3.3. By Industry
12.4. Market Attractiveness Analysis
12.4.1. By Country
12.4.2. By Platform
12.4.3. By Industry
12.5. Market Trends
12.6. Key Market Participants – Intensity Mapping
12.7. Drivers and Restraints – Impact Analysis
13. China Digital-Out-of-Home Market Analysis
13.1. Introduction
13.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
13.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
13.3.1. By Platform
13.3.2. By Industry
13.4. Market Attractiveness Analysis
13.4.1. By Platform
13.4.2. By Industry
13.5. Market Trends
13.6. Key Market Participants – Intensity Mapping
13.7. Drivers and Restraints – Impact Analysis
14. Japan Digital-Out-of-Home Market Analysis
14.1. Introduction
14.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
14.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
14.3.1. By Platform
14.3.2. By Industry
14.4. Market Attractiveness Analysis
14.4.1. By Platform
14.4.2. By Industry
14.5. Market Trends
14.6. Key Market Participants – Intensity Mapping
14.7. Drivers and Restraints – Impact Analysis
15. Middle East and Africa Digital-Out-of-Home Market Analysis
15.1. Introduction
15.2. Historical Market Size (US$ Mn) Analysis By Market Segments 2013-2017
15.3. Market Size (US$ Mn) and Forecast By Market Segments, 2018-2028
15.3.1. By Country
15.3.1.1. Northern Africa
15.3.1.2. GCC Countries
15.3.1.3. South Africa
15.3.1.4. Turkey
15.3.1.5. Rest of Middle East and Africa
15.3.2. By Platform
15.3.3. By Industry
15.4. Market Attractiveness Analysis
15.4.1. By Platform
15.4.2. By Industry
15.5. Market Trends
15.6. Key Market Participants – Intensity Mapping
15.7. Drivers and Restraints – Impact Analysis
16. Market Structure Analysis
16.1. Market Analysis by Tier of Companies
16.1.1. By Large, Medium and Small
16.2. Market Concentration
16.3. Market Share Analysis of Top Players
17. Competition Analysis
17.1. Competition Dashboard
17.2. Competition Developments
17.3. Competition Deep Dive
17.3.1. JCDecaux
17.3.1.1. Overview
17.3.1.2. Product Portfolio
17.3.1.3. Sales Footprint
17.3.1.4. Strategy
17.3.1.4.1. Marketing Strategy
17.3.1.4.2. Product Strategy
17.3.1.4.3. Channel Strategy
17.3.2. Lamar Advertising Company
17.3.3. Clear Channel Outdoor
17.3.4. oOh!Media Ltd.
17.3.5. Ströer SE & Co. KGaA
17.3.6. Outfront Media, Inc.
17.3.7. APN Outdoor Group Ltd.
17.3.8. Focus Media Co. Ltd.
17.3.9. Exterion Media Group
17.3.10. BroadSign International LLC
17.3.11. Asiaray Media Group Ltd.
18. Research Methodology
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Digital Out-of-Home Market
