Digital Out of Home Market by Type (Large Format Media, Place-based Signage, Point-of-Purchase Digital Signage), Application (Indoor DOOH, Outdoor DOOH), Vertical - Global Forecast 2024-2030

Digital Out of Home Market by Type (Large Format Media, Place-based Signage, Point-of-Purchase Digital Signage), Application (Indoor DOOH, Outdoor DOOH), Vertical - Global Forecast 2024-2030

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.

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.

Market Insights

Market Dynamics

The market dynamics represent an ever-changing landscape of the Digital Out of Home Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.

Market Drivers

Increasing shift from traditional advertising to digital medium advertising platforms
Rise in trend of digitalization across several sectors
Widespread adoption across retail stores globally

Market Restraints

High implementation cost associated with digital out of home platforms

Market Opportunities

Introduction of technologically advanced digital out of home platforms
Expanding the potential of digital out of home platforms with emerging trend of 5G

Market Challenges

Compatibility and security risks with digital out of home solutions

Market Segmentation Analysis

Type: Growing usage of large format media to catch the attention of a mass audience
Application: Rising demand for indoor DOOH displays to target consumers in a captive setting
Vertical: Increasing potential of DOOH across institutional settings to improve the experience of the audience

Market Disruption Analysis

Porter’s Five Forces Analysis
Value Chain & Critical Path Analysis
Pricing Analysis
Technology Analysis
Patent Analysis
Trade Analysis
Regulatory Framework Analysis

FPNV Positioning Matrix

The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Digital Out of Home Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment 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, namely 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 assessment of the current state of vendors in the Digital Out of Home Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. 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 these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.

Recent Developments

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.

The recent contract between JCDecaux and the Carrefour Group in Brazil highlights the growing importance of digital out of home (DOOH) media within the region. This strategic partnership is a key milestone for both companies, bringing DOOH to many of Carrefour’s customers throughout Brazil. The agreement enables Carrefour to use JCDecaux’s network of digital displays, allowing them to deliver highly targeted advertising campaigns across multiple locations. JCDecaux’s innovative technology solutions and expertise in building engaging experiences are expected to revolutionize the way brands communicate with their audience in Brazil. With this collaboration, both parties benefit from increased exposure, effectiveness, and return on investment (ROI) in the long run. Therefore, this development further cements the position of DOOH media as an emerging channel for marketers in Brazil.

Talon & Grand Visual Launch Cutting-Edge Experiential Digital Out of Home Campaign for Shake Shack.

Grand Visual's Shake Shack experiential digital out of home (DOOH) campaign is the way digital signage can be used to engage with customers in an innovative and impactful way. The campaign combined custom interactive content, location-based targeting, and real-time data analytics to create an immersive experience that allowed customers to interact with the brand and engagingly explore products. Talon OOH's technology platform proved instrumental in driving this successful campaign as it provided them with the tools to effectively manage their digital assets across multiple locations, track customer engagement data, and measure the campaign's impact. Overall, this highly creative DOOH campaign demonstrated how companies can reach their potential customers through innovative technology solutions.

Vistar, Broadsign Announce DOOH Partnership.

Vistar and BroadSign, two digital out-of-home (DOOH) media companies, recently announced a new strategic partnership. This exciting collaboration further advances the digital out of home industry by enabling better access to localized data, increased insights into consumer behavior, and improved monetization capabilities for both companies. The new partnership merges the strengths of both Vistar's local market expertise and BroadSign's cloud-based platform to offer an innovative solution for DOOH advertising. This advanced offering allows marketers to leverage real-time data to target their audiences and deliver more personalized messaging. Additionally, the partnership provides publishers with more efficient ways to manage their inventory and maximize revenue potential through dynamic ad opportunities. The new partnership promises to greatly benefit the entire digital out-of-home industry by helping advertisers reach their desired audience and providing publishers with a more substantial source of revenue.

Strategy Analysis & Recommendation

The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Digital Out of Home Market. This critical assessment involves a thorough analysis of the organization’s resources, capabilities, and overall performance to identify its core strengths and areas for improvement.

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, Ströer 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

Please Note: PDF & Excel + Online Access - 1 Year