Digital OOH

Digital OOH

Global Digital OOH Market to Reach US$41.3 Billion by 2030

The global market for Digital OOH estimated at US$22.9 Billion in the year 2023, is expected to reach US$41.3 Billion by 2030, growing at a CAGR of 8.8% over the analysis period 2023-2030. Digital Billboard, one of the segments analyzed in the report, is expected to record a 9.7% CAGR and reach US$19.9 Billion by the end of the analysis period. Growth in the Transit Advertising segment is estimated at 8.4% CAGR over the analysis period.

The U.S. Market is Estimated at US$7.2 Billion While China is Forecast to Grow at 12.1% CAGR

The Digital OOH market in the U.S. is estimated at US$7.2 Billion in the year 2023. China, the world`s second largest economy, is forecast to reach a projected market size of US$9.6 Billion by the year 2030 trailing a CAGR of 12.1% over the analysis period 2023-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 6.2% and 7.3% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 7.1% CAGR.

Global Digital OOH Market - Key Trends & Drivers Summarized

What Is Digital Out-of-Home Advertising and How Is It Revolutionizing Marketing?

Digital Out-of-Home (DOOH) advertising encompasses digital media displayed in environments accessible to the public for promotional purposes. Unlike traditional static billboards, DOOH utilizes dynamic digital screens to display video or animated content, capturing the viewer’s attention more effectively. This method leverages high-traffic areas such as transit points, malls, and highways, utilizing technologies such as LCD, LED, and projections to broadcast varying content that can be updated in real-time. The flexibility of changing ads to fit context-specific demands or audience demographics on the fly is one of DOOH`s standout features. Furthermore, advancements in connectivity and digital technology have enabled advertisers to integrate interactive elements, making ads more engaging. The capability to measure viewer engagement through immediate data analytics also stands out, providing advertisers with valuable insights into ad performance and audience behavior, which were traditionally difficult to obtain in the out-of-home advertising space.

How Is Technology Enhancing the Impact of DOOH Campaigns?

The infusion of advanced technologies such as augmented reality (AR), facial recognition, and vehicle recognition technologies into DOOH platforms has significantly enhanced their effectiveness and interaction capabilities. For instance, AR can be used to create immersive experiences that invite passersby to engage with the advertisement physically, potentially increasing the memorability of the ad. Facial recognition technology allows the display content to be tailored based on the age, gender, or even mood of the audience, thus personalizing the ad experience to increase its relevance and impact. Vehicle recognition can adjust content on digital billboards based on the type of vehicles that pass by, optimizing the ad’s exposure to target demographics based on vehicle type data. These technologies not only refine audience targeting but also elevate the interactive aspect of advertisements, making them more engaging and effective.

What Role Does Data Play in the Evolution of DOOH Advertising?

Data analytics is crucial in revolutionizing DOOH advertising by enabling more strategic planning and outcome measurement. Through the integration of data analytics, advertisers can track the performance of different ads in various locations and at different times, allowing for optimized ad placement and scheduling. This real-time data can be used to assess the effectiveness of specific ad content, leading to more data-driven decision-making and more tailored content strategies. Moreover, the integration of mobile location data with DOOH systems allows advertisers to understand the consumer journey better and measure how outdoor advertising drives in-store traffic or online activity. This convergence of mobile and outdoor advertising data opens new pathways for cross-platform campaigns that can seamlessly connect with consumers on multiple levels, enhancing the overall effectiveness of marketing strategies.

What Are the Growth Drivers in the Digital Out-of-Home Advertising Market?

The growth in the digital out-of-home advertising market is driven by several factors. The increasing urbanization and development of smart cities have expanded the infrastructure for DOOH, providing more venues for digital ads to be displayed and seen by larger audiences. Additionally, the evolution of programmatic advertising technology enables more efficient buying and selling of DOOH inventory, allowing for real-time bidding and more precise audience targeting. Consumer behavior also plays a significant role, as modern consumers tend to spend more time outdoors and in transit, where DOOH has a strong presence. There is a growing appetite for dynamic and contextually relevant advertisements, which DOOH can provide more effectively than traditional static out-of-home ads. Lastly, the need for more measurable advertising results drives interest towards DOOH due to its advanced analytics capabilities, making it a valuable tool for marketers looking to prove return on investment in their advertising efforts. These factors collectively contribute to the robust expansion of the DOOH market, reflecting its increasing relevance in the digital age.

Select Competitors (Total 45 Featured) -

• NOBLE GRAPHICS
• Daktronics, Inc.
• Metalco Srl
• Ayuda Media Systems
• DDI Media
• DISE International AB
• Four Winds Interactive LLC
• Shenzhen AOTO Electronics Co. Ltd.
• Attest Technologies Limited
• Shoppar Ltd.
• MAIRDUMONT NETLETIX GmbH & Company KG
• Coca Cola Amatil (Fiji) Limited
• Ipswich City Enterprises Pty Limited
• Hidle Pty Limited
• K6 Media

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