Digital Out-of-Home Advertising

Global Digital Out-of-Home Advertising Market to Reach US$38.0 Billion by 2030

The global market for Digital Out-of-Home Advertising estimated at US$20.1 Billion in the year 2024, is expected to reach US$38.0 Billion by 2030, growing at a CAGR of 11.2% over the analysis period 2024-2030. Billboards Format, one of the segments analyzed in the report, is expected to record a 11.8% CAGR and reach US$15.0 Billion by the end of the analysis period. Growth in the Street Furniture Format segment is estimated at 12.3% CAGR over the analysis period.

The U.S. Market is Estimated at US$5.5 Billion While China is Forecast to Grow at 15.2% CAGR

The Digital Out-of-Home Advertising market in the U.S. is estimated at US$5.5 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$7.9 Billion by the year 2030 trailing a CAGR of 15.2% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 8.0% and 9.9% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 8.8% CAGR.

Global Digital Out-of-Home (DOOH) Advertising Market – Key Trends & Drivers Summarized

How Is AI-Powered DOOH Advertising Enhancing Consumer Engagement?

The digital out-of-home (DOOH) advertising industry is rapidly evolving, driven by advancements in artificial intelligence (AI), data analytics, and programmatic advertising. Unlike traditional static billboards, DOOH screens leverage AI-driven insights to deliver hyper-targeted advertisements based on real-time data such as audience demographics, weather conditions, and traffic patterns. AI-powered cameras and sensors analyze consumer behavior, allowing advertisers to adjust their messaging dynamically to increase engagement. Additionally, geofencing technology is being used to trigger location-based advertisements, enhancing relevance and conversion rates. However, challenges such as data privacy concerns and regulatory compliance related to AI-driven ad targeting remain significant hurdles for market expansion. Despite these challenges, AI’s ability to optimize ad placements in real-time is making DOOH advertising more intelligent, personalized, and measurable than ever before.

Can 3D and Interactive Displays Revolutionize Digital Billboards?

The rise of 3D digital billboards and interactive displays is transforming the DOOH advertising landscape, creating visually stunning and immersive brand experiences. Companies are leveraging anamorphic 3D designs that create depth illusions, making advertisements appear lifelike without requiring special glasses. Interactive digital signage, incorporating touchscreens, facial recognition, and motion sensors, is further enhancing consumer engagement by allowing users to interact with ad content in real time. For instance, brands are deploying gesture-based advertisements where consumers can play mini-games or receive personalized offers based on their actions. However, the high costs of implementing 3D and interactive displays pose challenges for widespread adoption. Despite this, the increasing availability of high-resolution LED and OLED screens is driving innovation, making digital billboards more compelling and effective for brand storytelling.

Are Programmatic DOOH and Real-Time Bidding Reshaping the Advertising Model?

Programmatic DOOH advertising, enabled by automated ad buying and real-time bidding (RTB), is revolutionizing the way brands purchase digital billboard space. Unlike traditional ad-buying methods, programmatic DOOH allows advertisers to bid for premium ad placements in real-time, ensuring that their messages reach the right audience at the right moment. The integration of AI-driven analytics enhances campaign performance tracking, providing advertisers with actionable insights into viewer engagement and ad effectiveness. Additionally, programmatic DOOH enables dynamic ad creatives that adjust based on contextual triggers such as weather, time of day, or social media trends. While programmatic DOOH presents opportunities for efficiency and precision, concerns related to fraud, ad viewability, and standardization remain. However, as advertising technology continues to advance, programmatic DOOH is expected to become the industry standard, offering seamless and data-driven digital outdoor advertising experiences.

What Is Driving the Growth of the Digital Out-of-Home Advertising Market?

The growth in the digital out-of-home (DOOH) advertising market is driven by several factors, including increasing urbanization, advancements in digital display technologies, and the rise of AI-powered programmatic advertising. The proliferation of smart cities and connected infrastructure is accelerating DOOH adoption, as digital billboards become a key component of urban landscapes. The shift from traditional out-of-home (OOH) to digital formats is further fueling market expansion, as advertisers seek measurable, data-driven solutions for audience engagement. The growing adoption of 5G and IoT-enabled screens is enhancing real-time content delivery, making DOOH more interactive and responsive. Additionally, increasing investments in sustainable and energy-efficient digital signage solutions are driving market growth, aligning with corporate sustainability initiatives. The rising demand for personalized, location-based advertising experiences is pushing brands to invest in AI-driven DOOH strategies. As digital outdoor advertising continues to evolve, technological advancements and data-driven optimization are expected to drive significant market expansion in the coming years.

SCOPE OF STUDY:

The report analyzes the Digital Out-of-Home Advertising market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Format (Billboards Format, Street Furniture Format, Transit & Transportation Format, Place-based Media Format); Application (Indoor Application, Outdoor Application); Vertical (Automotive Vertical, Financial Services Vertical, Government Vertical, Media & Entertainment Vertical, Retail Vertical, Real Estate Vertical, Restaurants Vertical, Other Verticals)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 48 Featured) -

• APG
• BCN Visuals
• Captivate Network
• Clear Channel Outdoor Holdings, Inc.
• Exterion Media
• Focus Media Holding Ltd.
• Global
• Infillion
• Intersection
• iSign Media Solutions Inc.
• JCDecaux SE
• Lamar Advertising Company
• oOh!media Limited
• OUTFRONT Media Inc.
• Pattison Outdoor Advertising
• Primedia Outdoor
• Ströer SE & Co. KGaA
• The Times Group
• VGI Global Media
• YCD Multimedia

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

As we release this report, U.S. Trade Representatives are pushing their counterparts in 183 countries for an early closure to bilateral tariff negotiations. Most of the major trading partners also have initiated trade agreements with other key trading nations, outside of those in the works with the United States. We are tracking such secondary fallouts as supply chains shift.

To our valued clients, we say, we have your back. We will present a simplified market reassessment by incorporating these changes!

APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

Reciprocal and Bilateral Trade & Tariff Impact Analyses:

USA
CHINA
MEXICO
CANADA
EU
JAPAN
INDIA
176 OTHER COUNTRIES.

Leading Economists - Our knowledge base tracks 14,949 economists including a select group of most influential Chief Economists of nations, think tanks, trade and industry bodies, big enterprises, and domain experts who are sharing views on the fallout of this unprecedented paradigm shift in the global econometric landscape. Most of our 16,491+ reports have incorporated this two-stage release schedule based on milestones.

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