数位户外广告市场规模、份额和成长分析（按格式类型、应用程式、位置、最终用户和地区）- 产业预测 2025-2032

预计 2023 年全球数位户外 (DOOH) 广告市场规模将达到 187 亿美元，并预计将从 2024 年的 204 亿美元增长到 2032 年的 409.5 亿美元，预测期内（2025-2032 年）的复合年增长率为 9.1%。

受消费者偏好的不断变化数位电子看板的快速普及的推动，全球数位户外（DOOH）广告市场正在经历重大转型。高速网路的兴起以及对动态和互动式广告内容日益增长的需求是这项变化的关键因素。人工智慧、资料分析和扩增实境等先进技术的整合进一步彻底改变了宣传活动能力，使广告商能够提供高度个人化和引人入胜的内容。然而，实施成本上升以及缺乏宣传活动效果的标准化指标等挑战继续阻碍其更广泛的采用，特别是在中小型企业中。随着市场的发展，解决这些障碍对于充分发挥数位户外广告的潜力至关重要。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 次要和主要资料方法
• 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
• 细分机会分析

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
  • 限制与挑战
• 波特的分析

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（2024 年）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析
• 监管格局
• 案例研究
• 技术进步

数位户外广告市场规模（按形式类型和复合年增长率） (2025-2032)

• 市场概况
• 数位广告看板
• 数位电子看板
• 数位萤幕
• 其他的

数位户外广告市场规模（按应用划分）及复合年增长率（2025-2032）

• 市场概况
• 街道家具
• 基于公共位置信息
• 交通
• 其他的

数位户外广告市场规模（按地区划分）及复合年增长率（2025-2032 年）

• 市场概况
• 室内的
• 户外的

数位户外广告市场规模（按最终用户和复合年增长率） (2025-2032)

• 市场概况
• 车
• 个人护理及家居产品
• 娱乐
• 零售
• 饮食
• 通讯
• BFSI
• 其他的

数位户外广告市场规模（按地区划分）及复合年增长率（2025-2032）

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

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司详细信息
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• JCDecaux（France）
• Clear Channel Outdoor Holdings, Inc.（United States）
• Lamar Advertising Company（United States）
• Stroer SE & Co. KGaA（Germany）
• Outfront Media Inc.（United States）
• Broadsign International LLC（Canada）
• Focus Media（China）
• Global Outdoor Media Limited（United Kingdom）
• Daktronics Inc.（United States）
• APG|SGA（Switzerland）
• Ocean Outdoor（United Kingdom）
• Pattison Outdoor Advertising（Canada）
• Mediaco Outdoor（France）
• Exterion Media（United Kingdom）
• Intersection（United States）
• Neo Advertising（Switzerland）
• Primedia Outdoor（South Africa）
• Stark Outdoor（Italy）
• Asiaray Media Group（Hong Kong）

结论和建议

Global Digital Out-of-Home Advertising Market size was valued at USD 18.7 billion in 2023 and is poised to grow from USD 20.4 billion in 2024 to USD 40.95 billion by 2032, growing at a CAGR of 9.1% during the forecast period (2025-2032).

The global Digital Out-of-Home (DOOH) Advertising market has experienced significant transformation, driven by evolving consumer preferences and a surge in digital signage adoption. The rise of high-speed internet and increasing demand for dynamic, interactive ad content are crucial factors in this shift. The integration of advanced technologies like AI, data analytics, and augmented reality has further revolutionized campaign capabilities, enabling advertisers to provide highly personalized and engaging content. However, challenges such as elevated implementation costs and the absence of standardized metrics to gauge campaign effectiveness continue to impede broader adoption, especially among smaller enterprises. As the market evolves, addressing these hurdles will be essential for unlocking the full potential of DOOH advertising.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Digital 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 Digital Out-Of-Home Advertising Market Segments Analysis

Global Digital Out-of-Home Advertising Market is segmented by Format Type, Application, Location, End User and region. Based on Format Type, the market is segmented into Digital Billboard, Digital Signage, Digital Screens and Others. Based on Application, the market is segmented into Street Furniture, Public Location Based, Transit and Others. Based on Location, the market is segmented into Indoor and Outdoor. Based on End User, the market is segmented into Automotive, Personal Care and Households, Entertainment, Retail, Food and Beverages, Telecom, BFSI and Others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Digital Out-Of-Home Advertising Market

The Global Digital Out-Of-Home Advertising market is being propelled by the ongoing advancement and incorporation of innovative technologies such as artificial intelligence, augmented reality, and data analytics. These developments significantly improve the effectiveness of Digital Out-Of-Home (DOOH) campaigns, enabling advertisers to deliver more personalized, engaging, and interactive content. As a result, brands can forge stronger connections with their target audiences, ultimately leading to enhanced engagement and improved campaign performance. This integration of cutting-edge technology is reshaping the advertising landscape and driving the growth of the DOOH market on a global scale.

Restraints in the Global Digital Out-Of-Home Advertising Market

A significant constraint in the Global Digital Out-Of-Home Advertising market stems from the high costs associated with acquiring digital displays, developing engaging content, and integrating advanced technology. This financial burden can be particularly challenging for smaller businesses and advertisers operating with limited budgets, making it difficult for them to compete in this dynamic landscape. Additionally, regulatory hurdles and privacy concerns may further hinder market growth, as compliance with various regulations can impose additional expenses and complexities. These factors combined can restrict the participation and expansion of smaller entities within the digital advertising ecosystem.

Market Trends of the Global Digital Out-Of-Home Advertising Market

The Global Digital Out-Of-Home (DOOH) Advertising market is witnessing a significant shift driven by the integration of artificial intelligence and advanced data analytics, which empower advertisers to create highly targeted and personalized content, thereby enhancing campaign effectiveness. This trend also facilitates real-time optimization, allowing brands to respond promptly to consumer behavior and preferences. Concurrently, the rise of programmatic advertising is reshaping the landscape, offering automated and data-driven solutions for efficient campaign management and precise audience targeting. Together, these developments are transforming DOOH into a more dynamic and impactful advertising channel, appealing to brands seeking to maximize their reach and engagement in a competitive market.

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
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • 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, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Regulatory Landscape
• Case Studies
• Technological Advancement

Global Digital Out-of-Home Advertising Market Size by Format Type & CAGR (2025-2032)

• Market Overview
• Digital Billboard
• Digital Signage
• Digital Screens
• Others

Global Digital Out-of-Home Advertising Market Size by Application & CAGR (2025-2032)

• Market Overview
• Street Furniture
• Public Location Based
• Transit
• Others

Global Digital Out-of-Home Advertising Market Size by Location & CAGR (2025-2032)

• Market Overview
• Indoor
• Outdoor

Global Digital Out-of-Home Advertising Market Size by End User & CAGR (2025-2032)

• Market Overview
• Automotive
• Personal Care and Households
• Entertainment
• Retail
• Food and Beverages
• Telecom
• BFSI
• Others

Global Digital Out-of-Home Advertising Market Size & CAGR (2025-2032)

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

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• JCDecaux (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clear Channel Outdoor Holdings, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Stroer SE & Co. KGaA (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outfront Media Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Broadsign International LLC (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Focus Media (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Global Outdoor Media Limited (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daktronics Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• APG|SGA (Switzerland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ocean Outdoor (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Pattison Outdoor Advertising (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mediaco Outdoor (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Exterion Media (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Intersection (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Neo Advertising (Switzerland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Primedia Outdoor (South Africa)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Stark Outdoor (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asiaray Media Group (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations