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市场调查报告书
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1558330

到 2030 年 DOOH（户外数位）市场预测：按类型、技术、应用、最终用户和地区进行的全球分析

Digital Out-of-Home Market Forecasts to 2030 - Global Analysis By Type (Billboards, Carbon Transit, Street Furniture and Other Types), Technology, Application, End User and By Geography
出版日期: | 出版商: Stratistics Market Research Consulting | 英文 200+ Pages | 商品交期: 2-3个工作天内

价格

根据 Stratistics MRC 的数据，2024 年全球 DOOH（数位户外）市场规模将达到 327 亿美元，预计到 2030 年将达到 671 亿美元，预测期内复合年增长率为 12.7%。

DOOH（数位户外）广告是一种户外广告形式，利用数位显示器向公共场所的消费者传递有针对性的讯息。与传统的静态广告看板不同，DOOH 使用数位萤幕、LED 显示器或互动式触控萤幕来提供有吸引力且具有视觉吸引力的广告。 DOOH 为广告主提供动态内容、即时互动、针对性定位、高流量位置的高可见度，以及透过轮播多个广告的能力来实现成本效益。

高分辨率屏幕可用性和智能技术集成

LED 和 OLED 显示器等高解析度萤幕可提高人流密集区域的视觉吸引力和参与度。触控萤幕、动作感测器和脸部辨识等智慧技术可实现互动式广告体验，将被动观看转变为主动参与。这种个人化加强了品牌与消费者之间的情感联繫，并提高了整体参与度。这两种技术对于吸引消费者註意力和提高品牌参与至关重要。

初始投资高

数位广告（例如萤幕、广告看板和资讯亭）的初始成本较高，可能会阻碍小型企业进入市场并限制其有效竞争的能力。市场力量集中在大公司手中可能会扼杀广告方法的创新和创造力。此外，高昂的初始投资可能会降低户外广告的采用率，尤其是在预算有限的新兴市场。

衡量投资收益(ROI) 的能力

衡量户外宣传活动的投资报酬率包括整合二维码和 NFC 技术等互动元素，以提高消费者参与度并深入了解消费者偏好。这种资料主导的方法使广告主能够根据过去的宣传活动表现做出明智的决策，并完善目标定位和通讯，以更好地与受众产生共鸣。这种资料主导的方法促进创新，帮助广告商在快速发展的市场中保持竞争力。

广告诈欺和衡量挑战

广告诈骗会导致绩效指标的扭曲，使广告商难以准确评估宣传活动的有效性。这可能会导致宣传活动提前终止和资源分配不当，进而进一步降低行销成效。广告诈欺也会增加广告主对指标和平台完整性的不信任，进而降低消费者对广告的信任度。这种信任的丧失可能会对品牌声誉以及与消费者的关係产生长期影响，尤其是在透明度要求越来越高的市场中。

COVID-19 的影响：

COVID-19的疫情对DOOH（数位户外）市场产生了重大影响，导致广告成本大幅下降，人流量大的地区游客数量也下降。由于关门和社交距离措施，消费行为发生了巨大变化，人们花在家用的时间更多，通勤和访问公共场所的时间更少。然而，疫情也加速了数位户外媒体中资料驱动方法和智慧技术整合的采用，因为广告主寻求在快速变化的环境中优化宣传活动并更有效地接触受众。

预计广告看板产业在预测期内将是最大的

与静态广告看板相比，透过显示影片和动画等动态内容，广告看板预计在预测期内成长最快。灵活性和即时更新还允许广告主根据一天中的时间和受众人口统计等因素调整宣传活动，使它们对市场变化更加相关和敏感，并且可以确保消费行为效果。

预计内容管理系统产业在预测期内复合年增长率最高

内容管理系统允许广告主从单一介面将内容传送到多个数位萤幕，从而实现即时更新和宣传活动调整。它还整合了分析工具来追踪受众参与度和宣传活动绩效，使广告主能够根据消费者行为重新制定策略，从而实现更有效的宣传活动和更高的投资报酬率。

比最大的地区

北美地区在预测期内将占据最大的市场份额，因为高解析度萤幕和节能数位广告看板等技术进步使户外广告更具视觉吸引力并吸引更多广告商，预计将占据市场占有率。北美快速的都市化增加了公共场所的人流，创造了更多接触不同受众的机会。

复合年增长率最高的地区：

预计亚太地区在预测期内复合年增长率最高。预计中国将主导亚太地区 DOOH 市场，这主要是由于需求的成长和客户影响力的成长。印度作为最大的市场之一，由于快速的都市化、购买力的增强和中阶的壮大，预计也将保持其主导地位。因此，这一增长是由都市化、技术进步、消费者接触公共空间的增加以及互联网普及率上升等因素所推动的。

免费客製化服务：

订阅此报告的客户可以存取以下免费自订选项之一：

  • 公司简介
    • 其他市场参与者的综合分析（最多 3 家公司）
    • 主要企业SWOT分析（最多3家企业）
  • 区域分割
    • 根据客户兴趣对主要国家的市场估计、预测和复合年增长率（註：基于可行性检查）
  • 竞争标基准化分析
    • 根据产品系列、地理分布和策略联盟对主要企业基准化分析

目录

第一章执行摘要

第二章 前言

  • 概述
  • 相关利益者
  • 调查范围
  • 调查方法
    • 资料探勘
    • 资料分析
    • 资料检验
    • 研究途径
  • 研究资讯来源
    • 主要研究资讯来源
    • 二次研究资讯来源
    • 先决条件

第三章市场趋势分析

  • 促进因素
  • 抑制因素
  • 机会
  • 威胁
  • 技术分析
  • 应用分析
  • 最终用户分析
  • 新兴市场
  • COVID-19 的影响

第4章波特五力分析

  • 供应商的议价能力
  • 买方议价能力
  • 替代品的威胁
  • 新进入者的威胁
  • 竞争公司之间的敌对关係

第五章全球 DOOH（数位户外）市场：按类型

  • 广告看板
  • 交通
  • 街道家具
  • 其他类型

第六章全球 DOOH（数位户外）市场：依技术分类

  • LED（发光二极体）
  • LCD（液晶显示器）
  • 电浆
  • OLED（有机发光二极体）
  • 内容管理系统
  • 互动技术
  • 其他技术

第七章 全球 DOOH（数位户外）市场：依应用分类

  • 店内广告
  • 橱窗展示
  • POS广告
  • 交通领域的数位电子看板
  • 其他用途

第八章 全球 DOOH（数位户外）市场：依最终用户分类

  • 零售
  • 车
  • 娱乐
  • 卫生保健
  • 旅行和旅游
  • 教育
  • 其他最终用户

第九章全球 DOOH（数位户外）市场：按地区

  • 北美洲
    • 美国
    • 加拿大
    • 墨西哥
  • 欧洲
    • 德国
    • 英国
    • 义大利
    • 法国
    • 西班牙
    • 其他欧洲国家
  • 亚太地区
    • 日本
    • 中国
    • 印度
    • 澳洲
    • 纽西兰
    • 韩国
    • 其他亚太地区
  • 南美洲
    • 阿根廷
    • 巴西
    • 智利
    • 南美洲其他地区
  • 中东/非洲
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 卡达
    • 南非
    • 其他中东和非洲

第10章 主要进展

  • 合约、伙伴关係、协作和合资企业
  • 收购和合併
  • 新产品发布
  • 业务拓展
  • 其他关键策略

第十一章 公司概况

  • BroadSign International LLC
  • Clear Channel Outdoor Holdings Inc.
  • Daktronics Inc.
  • Exterion Media Group
  • EyeMedia LLC
  • Focus Media
  • Global Outdoor Media Limited
  • JCDecaux Group
  • Lamar Advertising Company
  • oOh!media Limited
  • OUTFRONT Media
  • QMS Media Limited
  • Samsung Electronics Co. Ltd
  • SevenOne Media GmbH
  • Stroer SE & Co. KGaA
  • Talon Outdoor Ltd
  • The Times Group
Product Code: SMRC27201

According to Stratistics MRC, the Global Digital Out-of-Home Market is accounted for $32.7 billion in 2024 and is expected to reach $67.1 billion by 2030 growing at a CAGR of 12.7% during the forecast period. Digital Out-of-Home (DOOH) advertising is a form of outdoor advertising that utilizes digital displays to deliver targeted messages to consumers in public spaces. Unlike traditional static billboards, DOOH employs digital screens, LED displays, or interactive touchscreens to deliver engaging and visually captivating advertisements. DOOH offers advertisers dynamic content, real-time interaction, targeted targeting, high visibility in high-traffic areas, and cost-efficiency through the ability to rotate multiple ads.

Market Dynamics:

Driver:

Availability of high-resolution screens and integration of smart technologies

High-resolution screens, like LED and OLED displays, enhance visual appeal and engagement in high-traffic areas. Smart technologies like touchscreens, motion sensors, and facial recognition enable interactive advertising experiences, transforming passive viewing into active participation. This personalization fosters a stronger emotional connection between brands and consumers, enhancing overall engagement. Both technologies are crucial in capturing consumer attention and enhancing brand engagement.

Restraint:

High initial investment

The high upfront costs of digital advertising, such as screens, billboards, and kiosks, can deter smaller businesses from entering the market, limiting their ability to compete effectively. This concentration of market power among larger companies can stifle innovation and creativity in advertising approaches. Additionally, high initial investments can slow the adoption rate of DOOH advertising, especially in emerging markets with limited budgets.

Opportunity:

Ability to measure return on investment (ROI)

Measured ROI in DOOH campaigns involves integrating interactive elements like QR codes and NFC technology, enhancing consumer engagement and providing insights into consumer preferences. This data-driven approach allows advertisers to make informed decisions based on past campaign performance, refining targeting and messaging to better resonate with their audience. This data-driven approach fosters innovation and helps advertisers stay competitive in a rapidly evolving market.

Threat:

Ad fraud and measurement challenges

Ad fraud can lead to distortion of performance metrics, making it difficult for advertisers to accurately assess campaign effectiveness. This can result in premature campaign terminations or misallocation of resources, further diminishing marketing effectiveness. Ad fraud also contributes to a growing distrust among advertisers regarding the integrity of metrics and platforms, reducing consumer trust in advertising. This erosion of trust can have long-term implications for brand reputation and consumer relationships, especially in a market where transparency is increasingly demanded.

Covid-19 Impact:

The COVID-19 pandemic had a significant impact on the Digital Out-of-Home (DOOH) market, leading to a sharp decline in ad spend and footfall traffic in high-traffic areas. Lockdowns and social distancing measures resulted in a dramatic shift in consumer behavior, with people spending more time at home and less time commuting or visiting public spaces. However, the pandemic also accelerated the adoption of data-driven approaches and the integration of smart technologies in DOOH, as advertisers sought to optimize their campaigns and reach audiences more effectively in a rapidly changing environment.

The billboards segment is expected to be the largest during the forecast period

The billboards is expected to be the largest during the forecast period by showcasing dynamic content like videos and animations, compared to static billboards. They also offer flexibility and real-time updates, allowing advertisers to adjust campaigns based on factors like time of day or audience demographics, ensuring relevance and effectiveness in response to market changes or consumer behaviour.

The content management system segment is expected to have the highest CAGR during the forecast period

The content management system segment is expected to have the highest CAGR during the forecast period allowing advertisers to distribute content across multiple digital screens from a single interface, enabling real-time updates and campaign adjustments. It also integrates analytics tools to track audience engagement and campaign performance, allowing advertisers to refine strategies based on consumer behavior, leading to more effective campaigns and better ROI.

Region with largest share:

North America is projected to hold the largest market share during the forecast period owing to advancements in technology, such as high-resolution screens and energy-efficient digital billboards, enhance the visual appeal of DOOH advertising, attracting more advertisers. Programmatic advertising allows for real-time, data-driven ad placements, while rapid urbanization in North America increases foot traffic in public spaces, creating more opportunities for diverse audience reach.

Region with highest CAGR:

Asia Pacific is projected to witness the highest CAGR over the forecast period. China is predicted to dominate the Asia-Pacific DOOH market, largely due to rising demand and customer impact. India, one of the largest markets, is also expected to maintain its dominance due to rapid urbanization, increased purchasing power, and expanding middle class. Thus this growth is driven by factors such as urbanization, technological advancements, increasing consumer exposure to public spaces, and rising internet penetration.

Key players in the market

Some of the key players in Digital Out-of-Home market include BroadSign International LLC, Clear Channel Outdoor Holdings Inc., Daktronics Inc., Exterion Media Group, EyeMedia LLC, Focus Media, Global Outdoor Media Limited, JCDecaux Group, Lamar Advertising Company, oOh!media Limited, OUTFRONT Media, QMS Media Limited, Samsung Electronics Co. Ltd, SevenOne Media GmbH, Stroer SE & Co. KGaA, Talon Outdoor Ltd and The Times Group

Key Developments:

In September 2024, Samsung Electronics announced the expansion of One UI 6.1.1,1 which will bring the latest Galaxy AI features to more Galaxy devices through a new update. With the latest advanced features across communication, productivity and creativity, the updated OS will elevate every mobile experience for users to deliver greater intelligence and convenience.

In July 2024, Daktronics and Open Media continue a partnership to deliver prime locations in England with digital displays, most recently with a new LED installation at BOXPARK Liverpool, the company's first BOXPARK location outside of London, bringing the hip happenings of London's Brick Lane to Liverpool's Baltic Triangle.

Types Covered:

  • Billboards
  • Transit
  • Street Furniture
  • Other Types

Technologies Covered:

  • LED (Light-Emitting Diode)
  • LCD (Liquid Crystal Display)
  • Plasma
  • OLED (Organic Light-Emitting Diode)
  • Content Management System
  • Interactive Technology
  • Other Technologies

Applications Covered:

  • In-store Advertising
  • Window Displays
  • Point-of-sale (POS) Advertising
  • Digital Signage in Transportation
  • Other Applications

End Users Covered:

  • Retail
  • Automotive
  • Entertainment
  • Healthcare
  • Travel & Tourism
  • Education
  • Other End Users

Regions Covered:

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • Germany
    • UK
    • Italy
    • France
    • Spain
    • Rest of Europe
  • Asia Pacific
    • Japan
    • China
    • India
    • Australia
    • New Zealand
    • South Korea
    • Rest of Asia Pacific
  • South America
    • Argentina
    • Brazil
    • Chile
    • Rest of South America
  • Middle East & Africa
    • Saudi Arabia
    • UAE
    • Qatar
    • South Africa
    • Rest of Middle East & Africa

What our report offers:

  • Market share assessments for the regional and country-level segments
  • Strategic recommendations for the new entrants
  • Covers Market data for the years 2022, 2023, 2024, 2026, and 2030
  • Market Trends (Drivers, Constraints, Opportunities, Threats, Challenges, Investment Opportunities, and recommendations)
  • Strategic recommendations in key business segments based on the market estimations
  • Competitive landscaping mapping the key common trends
  • Company profiling with detailed strategies, financials, and recent developments
  • Supply chain trends mapping the latest technological advancements

Free Customization Offerings:

All the customers of this report will be entitled to receive one of the following free customization options:

  • Company Profiling
    • Comprehensive profiling of additional market players (up to 3)
    • SWOT Analysis of key players (up to 3)
  • Regional Segmentation
    • Market estimations, Forecasts and CAGR of any prominent country as per the client's interest (Note: Depends on feasibility check)
  • Competitive Benchmarking
    • Benchmarking of key players based on product portfolio, geographical presence, and strategic alliances

Table of Contents

1 Executive Summary

2 Preface

  • 2.1 Abstract
  • 2.2 Stake Holders
  • 2.3 Research Scope
  • 2.4 Research Methodology
    • 2.4.1 Data Mining
    • 2.4.2 Data Analysis
    • 2.4.3 Data Validation
    • 2.4.4 Research Approach
  • 2.5 Research Sources
    • 2.5.1 Primary Research Sources
    • 2.5.2 Secondary Research Sources
    • 2.5.3 Assumptions

3 Market Trend Analysis

  • 3.1 Introduction
  • 3.2 Drivers
  • 3.3 Restraints
  • 3.4 Opportunities
  • 3.5 Threats
  • 3.6 Technology Analysis
  • 3.7 Application Analysis
  • 3.8 End User Analysis
  • 3.9 Emerging Markets
  • 3.10 Impact of Covid-19

4 Porters Five Force Analysis

  • 4.1 Bargaining power of suppliers
  • 4.2 Bargaining power of buyers
  • 4.3 Threat of substitutes
  • 4.4 Threat of new entrants
  • 4.5 Competitive rivalry

5 Global Digital Out-of-Home Market, By Type

  • 5.1 Introduction
  • 5.2 Billboards
  • 5.3 Transit
  • 5.4 Street Furniture
  • 5.5 Other Types

6 Global Digital Out-of-Home Market, By Technology

  • 6.1 Introduction
  • 6.2 LED (Light-Emitting Diode)
  • 6.3 LCD (Liquid Crystal Display)
  • 6.4 Plasma
  • 6.5 OLED (Organic Light-Emitting Diode)
  • 6.6 Content Management System
  • 6.7 Interactive Technology
  • 6.8 Other Technologies

7 Global Digital Out-of-Home Market, By Application

  • 7.1 Introduction
  • 7.2 In-store Advertising
  • 7.3 Window Displays
  • 7.4 Point-of-sale (POS) Advertising
  • 7.5 Digital Signage in Transportation
  • 7.6 Other Applications

8 Global Digital Out-of-Home Market, By End User

  • 8.1 Introduction
  • 8.2 Retail
  • 8.3 Automotive
  • 8.4 Entertainment
  • 8.5 Healthcare
  • 8.6 Travel & Tourism
  • 8.7 Education
  • 8.8 Other End Users

9 Global Digital Out-of-Home Market, By Geography

  • 9.1 Introduction
  • 9.2 North America
    • 9.2.1 US
    • 9.2.2 Canada
    • 9.2.3 Mexico
  • 9.3 Europe
    • 9.3.1 Germany
    • 9.3.2 UK
    • 9.3.3 Italy
    • 9.3.4 France
    • 9.3.5 Spain
    • 9.3.6 Rest of Europe
  • 9.4 Asia Pacific
    • 9.4.1 Japan
    • 9.4.2 China
    • 9.4.3 India
    • 9.4.4 Australia
    • 9.4.5 New Zealand
    • 9.4.6 South Korea
    • 9.4.7 Rest of Asia Pacific
  • 9.5 South America
    • 9.5.1 Argentina
    • 9.5.2 Brazil
    • 9.5.3 Chile
    • 9.5.4 Rest of South America
  • 9.6 Middle East & Africa
    • 9.6.1 Saudi Arabia
    • 9.6.2 UAE
    • 9.6.3 Qatar
    • 9.6.4 South Africa
    • 9.6.5 Rest of Middle East & Africa

10 Key Developments

  • 10.1 Agreements, Partnerships, Collaborations and Joint Ventures
  • 10.2 Acquisitions & Mergers
  • 10.3 New Product Launch
  • 10.4 Expansions
  • 10.5 Other Key Strategies

11 Company Profiling

  • 11.1 BroadSign International LLC
  • 11.2 Clear Channel Outdoor Holdings Inc.
  • 11.3 Daktronics Inc.
  • 11.4 Exterion Media Group
  • 11.5 EyeMedia LLC
  • 11.6 Focus Media
  • 11.7 Global Outdoor Media Limited
  • 11.8 JCDecaux Group
  • 11.9 Lamar Advertising Company
  • 11.10 oOh!media Limited
  • 11.11 OUTFRONT Media
  • 11.12 QMS Media Limited
  • 11.13 Samsung Electronics Co. Ltd
  • 11.14 SevenOne Media GmbH
  • 11.15 Stroer SE & Co. KGaA
  • 11.16 Talon Outdoor Ltd
  • 11.17 The Times Group

List of Tables

  • Table 1 Global Digital Out-of-Home Market Outlook, By Region (2022-2030) ($MN)
  • Table 2 Global Digital Out-of-Home Market Outlook, By Type (2022-2030) ($MN)
  • Table 3 Global Digital Out-of-Home Market Outlook, By Billboards (2022-2030) ($MN)
  • Table 4 Global Digital Out-of-Home Market Outlook, By Transit (2022-2030) ($MN)
  • Table 5 Global Digital Out-of-Home Market Outlook, By Street Furniture (2022-2030) ($MN)
  • Table 6 Global Digital Out-of-Home Market Outlook, By Other Types (2022-2030) ($MN)
  • Table 7 Global Digital Out-of-Home Market Outlook, By Technology (2022-2030) ($MN)
  • Table 8 Global Digital Out-of-Home Market Outlook, By LED (Light-Emitting Diode) (2022-2030) ($MN)
  • Table 9 Global Digital Out-of-Home Market Outlook, By LCD (Liquid Crystal Display) (2022-2030) ($MN)
  • Table 10 Global Digital Out-of-Home Market Outlook, By Plasma (2022-2030) ($MN)
  • Table 11 Global Digital Out-of-Home Market Outlook, By OLED (Organic Light-Emitting Diode) (2022-2030) ($MN)
  • Table 12 Global Digital Out-of-Home Market Outlook, By Content Management System (2022-2030) ($MN)
  • Table 13 Global Digital Out-of-Home Market Outlook, By Interactive Technology (2022-2030) ($MN)
  • Table 14 Global Digital Out-of-Home Market Outlook, By Other Technologies (2022-2030) ($MN)
  • Table 15 Global Digital Out-of-Home Market Outlook, By Application (2022-2030) ($MN)
  • Table 16 Global Digital Out-of-Home Market Outlook, By In-store Advertising (2022-2030) ($MN)
  • Table 17 Global Digital Out-of-Home Market Outlook, By Window Displays (2022-2030) ($MN)
  • Table 18 Global Digital Out-of-Home Market Outlook, By Point-of-sale (POS) Advertising (2022-2030) ($MN)
  • Table 19 Global Digital Out-of-Home Market Outlook, By Digital Signage in Transportation (2022-2030) ($MN)
  • Table 20 Global Digital Out-of-Home Market Outlook, By Other Applications (2022-2030) ($MN)
  • Table 21 Global Digital Out-of-Home Market Outlook, By End User (2022-2030) ($MN)
  • Table 22 Global Digital Out-of-Home Market Outlook, By Retail (2022-2030) ($MN)
  • Table 23 Global Digital Out-of-Home Market Outlook, By Automotive (2022-2030) ($MN)
  • Table 24 Global Digital Out-of-Home Market Outlook, By Entertainment (2022-2030) ($MN)
  • Table 25 Global Digital Out-of-Home Market Outlook, By Healthcare (2022-2030) ($MN)
  • Table 26 Global Digital Out-of-Home Market Outlook, By Travel & Tourism (2022-2030) ($MN)
  • Table 27 Global Digital Out-of-Home Market Outlook, By Education (2022-2030) ($MN)
  • Table 28 Global Digital Out-of-Home Market Outlook, By Other End Users (2022-2030) ($MN)

Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.