市场调查报告书
商品编码
1499487
数位户外市场:按产品类型、内容类型、位置和最终用户 - 2024-2030 年全球预测Digital OOH Market by Product (Billboards, Street Furniture, Transit), Content Type (Dynamic, Static), Location, End-User - Global Forecast 2024-2030 |
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预计2023年数位户外市场规模将达240.5亿美元,2024年将达263亿美元,2030年预计将达到479.4亿美元,复合年增长率为10.35%。
数位户外 (DOOH) 广告是指在公共场所、行动中以及某些商业场所(例如购物中心)向「行动」消费者行销的数位媒体。与广告看板和公车候车亭海报等传统户外广告不同,DOOH 使用数位技术来展示广告。这些数位显示器可以全天改变讯息,有时可以透过触控萤幕、感应器或与行动装置的连接进行互动。 DOOH 市场的成长是由数位基础设施的扩张所推动的。由于高速互联网和智慧技术的广泛采用,数位看板和互动式显示器在各个地区变得越来越可行和有效。此外,越来越多使用即时管理和更新内容的数位户外广告平台也是市场成长的主要推动力。然而,数位户外广告技术需要大量的初始投资,包括数位显示硬体、软体和内容管理系统。高解析度和耐用显示器技术的持续发展为市场成长提供了重大机会。 OLED 和 4K 萤幕等技术创新可实现更清晰、更具吸引力的视觉效果,对于在人流量大的户外空间中吸引消费者的注意力至关重要。
主要市场统计 | |
---|---|
基准年[2023] | 240.5亿美元 |
预测年份 [2024] | 263亿美元 |
预测年份 [2030] | 479.4亿美元 |
复合年增长率(%) | 10.35% |
区域洞察
在美洲,尤其是美国和加拿大,数位户外市场高度发达,基础设施的大量投资支持了户外广告的成长。由于采用了先进技术,使广告更具互动性和相关性,例如动态内容管理和即时资料分析,该地区正在实现持续成长。在都市化、可支配收入增加和户外广告机会的推动下,亚太地区正在见证户外户外市场的扩张。科技的采用因地区而异,但总体呈上升趋势,日本和韩国等国家利用高科技解决方案来吸引受众。此外,该地区人口众多,城市中心密度高,使得户外数位媒体成为快速接触大量消费者的有吸引力的平台。在 EMEA(欧洲、中东和非洲)地区,由于不同的经济和文化因素形成的碎片化格局,市场动态差异很大。欧洲拥有较高的数位普及和确保隐私和资料保护的管理体制。由于智慧城市、奢侈品零售的发展以及对高端 DOOH 解决方案的偏好,中东地区显示出成长潜力。非洲是数位科技应用不断进步的地区,市场拓展潜力大。
FPNV定位矩阵
FPNV 定位矩阵对于评估供应商在数位户外市场的定位至关重要。此矩阵提供了对供应商的全面评估,并检验了与业务策略和产品满意度相关的关键指标。这种详细的评估使用户能够根据自己的要求做出明智的决定。根据评估结果,供应商被分为代表其成功程度的四个像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市场占有率分析
市场占有率分析是一种综合工具,可对数位户外市场中供应商的现状进行深入而详细的评估。透过仔细比较和分析供应商的贡献,您可以更深入地了解每个供应商的绩效以及他们在争夺市场占有率时面临的挑战。这些贡献包括整体收益、客户群和其他重要指标。此外,该分析还提供了对该行业竞争性质的宝贵见解,包括在研究基准年期间观察到的累积、分散主导地位和合併特征等因素。有了这些详细信息,供应商可以做出更明智的决策并製定有效的策略,以在市场竞争中保持领先地位。
策略分析与建议
策略分析对于寻求在全球市场站稳脚跟的组织至关重要。对目前在数位户外市场中的地位进行全面评估,使企业能够做出符合其长期愿望的明智决策。此关键评估涉及对组织的资源、能力和整体绩效进行彻底分析,以确定核心优势和需要改进的领域。
[185 Pages Report] The Digital OOH Market size was estimated at USD 24.05 billion in 2023 and expected to reach USD 26.30 billion in 2024, at a CAGR 10.35% to reach USD 47.94 billion by 2030.
Digital Out-of-Home (DOOH) advertising refers to digital media used for marketing to consumers when they are "on the go" in the public places, in transit, or in specific commercial locations such as shopping malls. Unlike traditional out-of-home advertising like billboards and bus shelter posters, DOOH uses digital technology to display advertisements. These digital displays can change messages throughout the day and can be interacted with, sometimes through touch screens, sensors, or mobile device connectivity. The growth of the DOOH market is driven by expanding digital infrastructure. Digital billboards and interactive displays are becoming increasingly feasible and effective across various regions with the broader implementation of high-speed internet and smart technologies. In addition, the increasing utilization of digital Out-of-Home (OOH) advertising platforms to manage and update content in real-time significantly propels the market growth. However, digital out-of-home advertising technologies require substantial initial investment in terms of digital display hardware and software and content management systems. The ongoing development of high-resolution, durable display technologies offers significant opportunities for market growth. Innovations such as OLED and 4K screens allow clearer and more engaging visuals, which are crucial in capturing consumer attention in busy outdoor spaces.
KEY MARKET STATISTICS | |
---|---|
Base Year [2023] | USD 24.05 billion |
Estimated Year [2024] | USD 26.30 billion |
Forecast Year [2030] | USD 47.94 billion |
CAGR (%) | 10.35% |
Regional Insights
In the Americas, particularly in the United States and Canada, the digital OOH market is highly developed, with significant investments in infrastructure supporting the growth of DOOH advertising. This region showcases sustained growth due to the adoption of advanced technologies such as dynamic content management and real-time data analytics, which enhance the interactivity and relevance of advertisements. The Asia-Pacific region is showcasing expansion in the DOOH market, driven by urbanization, a rise in disposable income, and opportunities for DOOH advertising. Technology adoption varies across the region and is generally on the rise, with countries, such as Japan and South Korea leveraging high-tech solutions to engage audiences. Moreover, the region's massive population and high density in urban centers make DOOH an appealing platform for reaching large numbers of consumers rapidly. In the EMEA region, the market dynamics differ significantly across the fragmented landscape shaped by diverse economic and cultural factors. Europe showcases a high digital penetration and regulatory structures that ensure privacy and data protection. The Middle East showcases growth potential with developments in smart cities and luxury retail sectors, which favor high-end DOOH solutions. Africa showcases potential for market expansion in areas where the adoption of digital technologies is increasing.
Market Insights
The market dynamics represent an ever-changing landscape of the Digital OOH 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.
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Digital OOH 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 OOH 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
VIOOH Debuts Programmatic Sales Platform for Enhanced Digital Advertising in Beijing's Metro System
VIOOH has launched a programmatic sales platform tailored explicitly for Digital Out-of-Home (DOOH) advertising across Beijing's metro network. This innovative approach enables a dynamic and automated method of purchasing and distributing DOOH advertising, leveraging advanced data analytics to optimize the display of ads based on real-time audience demographics and engagement metrics. By integrating technology with traditional advertising spaces, VIOOH's initiative not only enhances the efficiency and relevance of ad placements but also significantly expands the potential for targeted marketing campaigns within one of the busiest metropolitan transit systems in the world, promising a new era of advertising precision and effectiveness. [Published On: 2024-04-23]
Vistar Media and PRODOOH Join Forces to Transform Digital Advertising in Latin America
Vistar Media formed a strategic partnership with PRODOOH, focusing on enhancing programmatic digital out-of-home (DOOH) advertising across Latin America. This partnership aims to leverage Vistar's advanced programmatic technology alongside PRODOOH's expansive network of digital display locations. The initiative promises to revamp advertising mechanisms and tailor them more effectively to consumer behaviors and preferences, potentially increasing audience engagement and advertising efficacy in the region. The partnership represents a significant step in modernizing and expanding the digital advertising landscape throughout Latin America, offering advertisers sophisticated tools to reach their target audiences more dynamically and precisely. [Published On: 2024-04-16]
Singapore's Innovative 3D DOOH Campaign Boosts Global Tourism Interest from Major Cities
Singapore Tourism Board launched a 3D digital out-of-home (DOOH) advertising campaign targeted at key international cities, including Jakarta, Shanghai, New York, London, and Mumbai. This strategic initiative leveraged cutting-edge 3D technology to project vivid, lifelike images highlighting Singapore's rich cultural and leisure attractions. The campaign aimed to enhance Singapore's global tourism appeal and increase tourist inflow from these diverse urban centers, aligning with broader marketing objectives to attract a cosmopolitan audience. An evaluation of the campaign's effectiveness showed a significant surge in awareness and interest in Singapore as a travel destination, as evidenced by increased travel inquiries and bookings. [Published On: 2024-03-28]
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 OOH 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 OOH Market, highlighting leading vendors and their innovative profiles. These include Adams Outdoor Advertising, APG|SGA AG, Blue Line Media LLC, Broadsign, Burkhart Marketing Partners, Inc., Capitol Outdoor, Inc., Clear Channel Outdoor, LLC, Daktronics, Inc., Eskimi, Eye Media, ApS., Global Media Group Services Limited, Intersection Parent, Inc., JCDecaux Group, Lamar Advertising Company, Lightbox OOH Video Network, Mvix(USA), Inc., nternet Advertising Bureau UK, Ocean Outdoor UK Limited, oOh!media Limited, OUTFRONT Media Inc., Primedia Proprietary Limited, QMS Media Pty Ltd, Samsung Electronics Co., Ltd., Sharp NEC Display Solutions Europe GmbH, Stroer CORE GmbH & Co. KG, Talon Outdoor, The Times Group, VIOOH, and Vistar Media.
Market Segmentation & Coverage