DOOH（数位户外广告）市场规模、份额和成长分析（按产品、组织规模、应用程式、最终用户和地区）：产业预测（2025-2032）

2023 年全球数位户外 (DOOH) 市场规模价值 245 亿美元，预计将从 2024 年的 275.9 亿美元增长到 2032 年的 712.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 12.6%。

随着程式化广告、人工智慧主导的内容个人化和即时受众分析等先进技术的日益融合，全球数位户外 (DOOH) 市场正在经历强劲成长。随着品牌越来越摆脱传统广告模式，DOOH 提供动态、有针对性和互动性的宣传活动，有效吸引交通枢纽、购物中心和都市区广告看板等人流量大地点的消费者。快速的都市化加上消费者对数位媒体的接触越来越多，正在推动 DOOH 解决方案的进一步采用。此外，智慧基础设施和 5G 网路的广泛采用使数位显示器之间的无缝连接和数据主导的内容传送成为可能。节能显示器和降低的印刷成本也推动了向环境永续数位电子看板的显着转变。随着媒体所有者和广告商专注于自动化、即时竞标和可衡量的投资回报率，DOOH 格局正在迅速转变为整个行业全通路行销策略的重要支柱。

目录

介绍

• 分析目的
• 市场覆盖
• 定义

分析方法

• 资讯采购
• 二次资料和一次资料方法
• 市场规模预测
• 市场假设与约束

执行摘要

• 市场概况与展望
• 供需趋势分析
• 按细分市场进行机会分析

市场动态与展望

• 市场概览
• 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

关键市场观察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场魅力指数（2024年）
• PESTEL分析
• 总体经济指标
• 价值链分析
• 定价分析

全球户外数位媒体 (DOOH) 市场规模及复合年增长率（按格式类型划分）（2025-2032 年）

• 市场概览
• 广告看板
• 运输
• 街道家具
• 其他的

全球户外数位媒体 (DOOH) 市场规模及各应用复合年增长率（2025-2032）

• 市场概览
• 室内的
• 户外的

全球户外数位媒体 (DOOH) 市场规模及终端用户复合年增长率（2025-2032）

• 市场概览
• 车
• 个人护理及家居产品
• 娱乐
• 零售
• 食品/饮料
• 通讯
• BFSI
• 其他的

全球户外数位媒体 (DOOH) 市场规模及复合年增长率 (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
• 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

竞争格局

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要企业采取的策略
• 近期市场趋势
• 主要企业市场占有率（2024年）
• 主要企业简介
  • 公司简介
  • 产品系列分析
  • 按细分市场分析市场份额
  • 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.（USA）
• OUTFRONT Media Inc.（USA）
• Lamar Advertising Company（USA）
• Daktronics Inc.（USA）
• Broadsign International LLC（Canada）
• Vistar Media（USA）
• Samsung Electronics Co., Ltd.（South Korea）
• LG Electronics Inc.（South Korea）
• Absen Optoelectronic Co., Ltd.（China）
• Leyard Optoelectronic Co., Ltd.（China）
• Unilumin Group Co., Ltd.（China）
• Barco NV（Belgium）
• AOTO Electronics Co., Ltd.（China）
• MPI Corporation（Taiwan）
• Ayuda Media Systems（Canada）
• OneScreen.ai（USA）

结论和建议

Global Digital Out-of-Home Market size was valued at USD 24.5 billion in 2023 and is poised to grow from USD 27.59 billion in 2024 to USD 71.29 billion by 2032, growing at a CAGR of 12.6% during the forecast period (2025-2032).

The Global Digital Out-of-Home (DOOH) Market is witnessing robust growth driven by the rising integration of advanced technologies such as programmatic advertising, AI-driven content personalization, and real-time audience analytics. As brands increasingly shift away from traditional advertising models, DOOH offers dynamic, targeted, and interactive campaigns that effectively engage consumers in high-traffic locations such as transit hubs, shopping centers, and urban billboards. The surge in urbanization, combined with growing consumer exposure to digital media, is further enhancing the adoption of DOOH solutions. Additionally, the proliferation of smart infrastructure and 5G networks is enabling seamless connectivity and data-driven content delivery across digital displays. The market is also seeing a notable shift towards environmentally sustainable digital signage, driven by energy-efficient displays and reduced printing costs. With media owners and advertisers focusing on automation, real-time bidding, and measurable ROI, the DOOH landscape is rapidly transforming into a key pillar of omnichannel marketing strategies across industries.

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

The global digital out-of-home market is segmented into product, application, organization size, end user, and region. By product, the market is classified into digital billboard, digital signage, and digital screens. Depending on organization size, it is bifurcated into large & medium enterprises and small enterprises. According to the application, the market is divided into indoor and outdoor. As per end user, it is categorized into retail, healthcare, BFSI, automotive, government, media & entertainment, and food & beverages. Regionally, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

Driver of the Global Digital Out-of-Home Market

The global digital out-of-home (DOOH) market is undergoing significant transformation, driven by rapid advancements in artificial intelligence, data analytics, and digital display technologies. These innovations enable advertisers to develop sophisticated, interactive campaigns that enhance targeting and measurability, fostering greater trust from advertisers in their strategies. Various sectors are recognizing that real-time messaging and dynamic content significantly elevate audience engagement. The rise of AI-driven programmatic advertising is further propelling market growth, as it allows for the optimization of ads, resulting in improved performance and broader distribution. This synergy of technology and creativity is reshaping the landscape of outdoor advertising.

Restraints in the Global Digital Out-of-Home Market

The Global Digital Out-of-Home (DOOH) market faces certain constraints primarily linked to the high costs associated with advanced technology installations. Significant investments are required for software and hardware, creating substantial entry barriers for small businesses and startups, especially in developing nations. Additionally, ongoing maintenance and necessary technology upgrades contribute to elevated operational expenses. Consequently, potential investors may hesitate to allocate funds towards costly infrastructure without guaranteed returns, leading to a slower adoption rate in certain regions. This hesitance ultimately restrains overall growth within the market, as the reluctance to invest hampers the widespread implementation of DOOH solutions.

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

The Global Digital Out-of-Home (DOOH) market is witnessing a significant trend towards the expansion of programmatic advertising, which harnesses real-time audience and contextual data for automated ad buying. This advancement enhances ad performance by minimizing human error and maximizing operational efficiency. Advertisers are increasingly gravitating towards programmatic platforms that allow for the dynamic adjustment of advertisements in real-time, thereby improving return on investment. As a result, programmatic DOOH is set to transform campaign management and drive substantial growth in the global market, especially in regions with advanced technological infrastructure, solidifying its pivotal role in the future of advertising.

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

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

• Market Overview
• Billboard
• Transit
• Street Furniture
• Others

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

• Market Overview
• Indoor
• Outdoor

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

• North America (Format Type, Application, End User)
  • US
  • Canada
• Europe (Format Type, Application, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Format Type, Application, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Format Type, Application, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Format Type, Application, 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. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OUTFRONT Media Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daktronics Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Broadsign International LLC (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vistar Media (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Samsung Electronics Co., Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Electronics Inc. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Absen Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Leyard Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unilumin Group Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Barco NV (Belgium)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AOTO Electronics Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MPI Corporation (Taiwan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ayuda Media Systems (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OneScreen.ai (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations