全球户外（户外）广告市场规模、份额、成长分析：按类型、目的、最终用户、地区 - 产业预测（2024-2031）

2022 年全球 OOH（户外）广告市场规模估值为 260.1 亿美元，从 2023 年的 284.8 亿美元成长到 2031 年的 619.5 亿美元，预测期内复合年增长率预计为 9.7%（2024- 2031）。

OOH（户外）广告空间透过整合的位置资料越来越多地显示广告曝光与品牌情绪之间的直接关联，从而导致购买意愿、网站流量和应用程式下载等的增加。这种透明度的提高使负责人充满信心地将资源分配给户外活动。这些见解有助于优化策略和决策，在分析期间对 OOH（户外）广告市场的成长做出了重大贡献。随着市场负责人意识到该管道的价值，再加上可操作的资料，户外媒体领域将迎来显着的扩张和创新。

目录

介绍

• 研究目的
• 调查范围
• 定义

调查方法

• 资讯采购
• 次要/一级资讯来源
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 按细分市场的机会分析

市场动态及展望

• 市场概况
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 抑制因素和挑战
• 波特的分析和影响
  • 竞争公司之间的敌对关係
  • 替代品的威胁
  • 买方议价能力
  • 新进入者的威胁
  • 供应商的议价能力

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2023）
• PESTEL分析
• 宏观经济指标
• 价值链分析
• 价格分析
• 技术进步
• 监管环境
• 案例研究

OOH（户外）广告市场规模：按类型划分，复合年增长率（2024-2031）

• 招牌
• 交通广告
• 街道家具
• 数位户外广告 (DOOH)
• 其他的

OOH（户外）广告市场规模：依用途划分，复合年增长率（2024-2031）

• 品牌认知度
• 促销和销售
• 其他的

OOH（户外）广告市场规模：依最终用户划分，复合年增长率（2024-2031）

• 消费品/零售
• 汽车工业
• 房地产和房地产开发
• 娱乐和媒体
• 饭店和旅游业
• 金融服务
• 其他的

OOH（户外）广告市场规模：按地区划分，复合年增长率（2024-2031）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 英国
  • 德国
  • 西班牙
  • 法国
  • 义大利
  • 其他欧洲国家
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中东/非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东/非洲

竞争资讯

• 前5名企业对比
• 主要企业市场定位（2023年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2023）
• 主要企业简介
  • 公司简介
  • 产品系列分析
  • 按细分市场分類的份额分析
  • 收益与前一年同期比较（2021-2023）

主要企业简介

• JCDecaux SA
• Clear Channel Outdoor Holdings Inc.
• Outfront Media Inc.
• Lamar Advertising Company
• oOh!media Limited
• Ocean Outdoor Limited
• Adams Outdoor Advertising
• Stroer SE & Co. KGaA
• Vector Media
• Firefly
• Clear Channel Outdoor Holdings, Inc.
• NEC Display Solutions Ltd
• DaKTronics
• BroadSign International LLC
• Mvix, Inc.

结论和建议

Global Out Of Home Advertising Market size was valued at USD 26.01 billion in 2022 and is poised to grow from USD 28.48 billion in 2023 to USD 61.95 billion by 2031, growing at a CAGR of 9.7% in the forecast period (2024-2031).

The Out of Home Advertising sector is increasingly demonstrating a direct correlation between ad exposure and brand sentiment, translating into enhanced purchase intent, website traffic, app downloads, and more through integrated location data. This increased transparency allows marketers to confidently allocate resources to out-of-home initiatives, as they can now clearly observe the impact of exposure on critical business outcomes. Such insights drive optimized strategy and decision-making, contributing significantly to the growth of the out-of-home advertising market over the analysis period. As marketers recognize the value of this channel, coupled with actionable data, the out-of-home segment is poised for substantial expansion and innovation.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Out Of Home Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Out Of Home Advertising Market Segmental Analysis

Global Out Of Home Advertising Market is segmented by Type, by Purpose, by End User and by Region. Based on Type, the market is segmented into Billboards, Transit Advertising, Street Furniture, Digital Out-of-Home (DOOH), Others. Based on Purpose, the market is segmented into Brand Awareness, Promotions and Sales, Others. Based on End User, the market is segmented into Consumer Goods and Retail, Automotive Industry, Real Estate and Property Development, Entertainment and Media, Hospitality and Tourism, Financial Services, Others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Out Of Home Advertising Market

One of the primary driving forces behind the global Out Of Home (OOH) advertising market is the increasing utilization of digital billboards. These innovative advertising platforms can be strategically located in proximity to target audiences, enhancing their effectiveness. The versatility and portability of digital billboards significantly contribute to their popularity, allowing for dynamic advertising campaigns that can be adapted in real-time. Additionally, their advanced features, which include bright light emissions and visibility during both day and night, make them an attractive advertising medium for businesses. As a result, the demand for out-of-home advertising is expected to rise throughout the analysis period.

Restraints in the Global Out Of Home Advertising Market

The expanding use of smartphones and widespread internet access across the globe is driving a surge in digital marketing strategies, which are increasingly favored for their ability to target specific advertisements to particular customer segments. This capability enhances lead conversion rates, posing a significant challenge to the out-of-home advertising market throughout the analysis period. As advertisers shift their focus towards more personalized and data-driven digital platforms, traditional out-of-home advertising may struggle to maintain its relevance and effectiveness, ultimately serving as a considerable restraint on market growth and potential during this timeframe.

Market Trends of the Global Out Of Home Advertising Market

The Global Out Of Home Advertising market is experiencing a significant trend towards the integration of advanced analytical tools to enhance ad reach and capture consumer attention more effectively. Advertisers are increasingly leveraging these technologies to manage campaigns remotely, optimizing efficiency and responsiveness. The use of analytics empowers companies to meticulously track customer engagement and gather actionable insights about consumer behavior, enabling more personalized and impactful advertising strategies. This shift not only streamlines campaign management but also fosters a data-driven approach, ensuring that out-of-home advertising remains a dynamic and effective channel in an increasingly digital landscape.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Driver & Opportunities
  • Restraints & Challenges
• Porters Analysis & Impact
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2023
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Technological Advancement
• Regulatory Landscape
• Case Studies

Global Out Of Home Advertising Market Size by Type & CAGR (2024-2031)

• Billboards
• Transit Advertising
• Street Furniture
• Digital Out-of-Home (DOOH)
• Others

Global Out Of Home Advertising Market Size by Purpose & CAGR (2024-2031)

• Brand Awareness
• Promotions and Sales
• Others

Global Out Of Home Advertising Market Size by End User & CAGR (2024-2031)

• Consumer Goods and Retail
• Automotive Industry
• Real Estate and Property Development
• Entertainment and Media
• Hospitality and Tourism
• Financial Services
• Others

Global Out Of Home Advertising Market Size by Region & CAGR (2024-2031)

• North America (by Type, by Purpose, by End User)
  • US
  • Canada
• Europe (by Type, by Purpose, by End User)
  • UK
  • Germany
  • Spain
  • France
  • Italy
  • Rest of Europe
• Asia-Pacific (by Type, by Purpose, by End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia Pacific
• Latin America (by Type, by Purpose, by End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (by Type, by Purpose, by End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2023
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2023
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2021-2023)

Key Company Profiles

• JCDecaux SA
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clear Channel Outdoor Holdings Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outfront Media Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• oOh!media Limited
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ocean Outdoor Limited
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Adams Outdoor Advertising
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Stroer SE & Co. KGaA
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vector Media
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Firefly
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clear Channel Outdoor Holdings, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• NEC Display Solutions Ltd
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• DaKTronics
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• BroadSign International LLC
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mvix, Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendation