2024 年至 2031 年按类型、格式、应用程式和地区划分的数位户外广告 (DOOH) 市场规模

数位户外 (DOOH) 市场估值，2024 年至 2031 年

受快速城市化、显示技术进步和广告空间日益数位化的推动，数位户外广告 (DOOH) 市场正在经历变革性成长。人工智慧、即时分析和程式化广告功能的整合正在持续改变产业格局。这可能有助于市场规模在 2024 年超过 211.6 亿美元，并在 2031 年达到约 425.4 亿美元的估值。

市场正在对创新技术进行大规模投资，尤其是在 3D 显示器、非接触式互动系统和人工智慧内容优化等领域。专注于开发节能显示器、实施先进的受众测量系统以及整合行动连接正在为市场扩张创造新的机会。由于对数位户外广告 (DOOH) 服务的需求不断增加，预计 2024 年至 2031 年期间市场复合年增长率将达到 11.02%。

数位户外广告 (DOOH) 市场定义/概述

数位户外 (DOOH) 广告是户外广告的一个动态领域，它利用数位显示器和技术向公共场所的受众提供有针对性的内容。这种先进的广告媒体将包括多种形式，包括数位广告看板、交通显示器、街道傢俱萤幕和基于地点的网路。 DOOH 系统的特点是能够提供可即时更新的可程式动态内容，为广告主提供前所未有的灵活性和参与机会。

该技术已广泛应用于零售、交通、医疗保健、企业通讯和娱乐等多个领域。在零售业，数位户外媒体 (DOOH) 创造了沉浸式的购物体验并影响了购买决策。交通运输业者正在使用 DOOH 进行广告和乘客引导，而企业则将其用于内部沟通和传递品牌内容。在教育领域，DOOH 正被用于校园通讯和紧急讯息系统。

数位户外媒体市场的未来前景广阔，新技术为参与和测量开闢了新的可能性。更复杂的显示技术的发展、用于内容优化的人工智慧的整合以及观众测量系统的进步正在创造新的市场机会。互动式数位户外广告解决方案、扩增实境整合和行动连线的创新有望透过提供更个人化和更​​具吸引力的体验来改变广告格局。

程序化广告整合将如何推动数位户外广告市场的成长？

程序化广告的整合正在彻底改变户外广告的购买、销售和投放方式，成为户外广告市场成长的根本催化剂。这项技术进步实现了即时竞价功能、自动内容交付和复杂的受众定位，将传统静态的户外广告转变为动态的、数据驱动的媒体。程序化数位户外媒体平台使用人工智慧和机器学习演算法来分析大量数据，例如人流量模式、天气、一天中的时间和人口统计讯息，以帮助广告商在最佳时间定位特定受众。高品质的优质内容。拥有一个可以衡量广告活动效果并即时调整内容的系统可以为广告主带来前所未有的灵活性和效率。程序化平台整合的高级分析工具提供了有关受众参与度的详细见解，使广告商能够不断优化他们的广告活动。这种数据驱动的方法特别吸引了那些希望加强全通路影响力的数位优先品牌和传统广告商。该技术还可以与行动广告活动无缝集成，从而创造更具凝聚力和更有效的行销策略。

基础建设成本高昂的课题如何影响 DOOH 市场的成长？

与数位户外媒体采用相关的高基础设施成本对市场成长构成了重大课题，尤其影响中小型企业和新兴市场。建立DOOH网路所需的初始投资不仅包括高品质数位显示器的成本，还包括与内容管理系统、网路设备和先进维护基础设施相关的费用。这些成本因需要防风雨外壳、可靠的电源系统和高速网路连线而增加，尤其是对于户外安装而言。 DOOH 基础架构的复杂性不仅限于硬件，还包括复杂的软体系统、内容创建工具和分析平台。为了保持竞争优势并满足不断变化的广告商需求，定期的技术升级至关重要，从而带来持续的成本负担。安装和维护需要专业的技术知识，进一步增加了营运成本。在数位基础设施有限的地区，可能需要对基本设施和连接解决方案进行额外投资，进一步增加整体拥有成本。

目录

第 1 章 全球数位户外 (DOOH) 市场简介

市场概况
• 研究范围
• 先决条件

第 2 章执行摘要

第 3 章：经过验证的市场研究方法

• 资料探勘
• 验证
• 主要来源
• 资料来源列表

第四章：全球数位户外广告 (DOOH) 市场展望

• 概述
• 市场动态
  • 驱动程式
  • 阻碍因素
  • 机会
• 波特五力模型
• 价值链分析

第 5 章。

• 概述
• 室内
• 户外

第 6 章 全球数位户外 (DOOH) 市场（按最终用户划分）

• 概述
• 汽车
• 个人护理及家居 娱乐
• 零售
• 食物和饮料
• 电信
• 英国金融服务业协会
• 其他

第 7 章。

• 概述
• 北美洲
  • 美国
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 其他欧洲国家
  亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 世界其他地区
  • 拉丁美洲
  • 中东

第 8 章。

• 概述
• 各公司的市场排名
• 主要发展策略

第九章 公司简介

• Prism view LLC NEC Display Solutions Ltd.
• Oohmedia!Ltd.
• Broad sign International LLC
• Aoto Electronics Co. Mvix Inc.
• Christie Digital System
• Ayuda Media System
• Deepsky Corporation Ltd.

第 10 章附录

• 相关研究

Digital Out of Home Market Valuation 2024-2031

The Digital Out of Home (DOOH) market is experiencing transformative growth driven by rapid urbanization, technological advancement in display technologies, and increasing digitalization of advertising spaces. The integration of artificial intelligence, real-time analytics, and programmatic advertising capabilities continues to revolutionize the industry landscape. This is likely to enable the market size to surpass USD 21.16 Billion in 2024 to reach a valuation of aroundUSD 42.54 Billion by 2031.

The market is witnessing substantial investments in innovative technologies, particularly in areas such as 3D displays, touchless interactive systems, and AI-powered content optimization. The focus on developing energy-efficient displays, implementing advanced audience measurement systems, and integrating mobile connectivity is creating new opportunities for market expansion. The rising demand for digital out-of-home services is enabling the market to grow at aCAGR of 11.02% from 2024 to 2031.

Digital Out of Home Market Definition/Overview

Digital Out of Home (DOOH) advertising represents a dynamic segment of outdoor advertising that utilizes digital displays and technologies to deliver targeted content to audiences in public spaces. This sophisticated advertising medium encompasses various formats including digital billboards, transit displays, street furniture screens, and place-based networks. DOOH systems are characterized by their ability to deliver programmable, dynamic content that can be updated in real-time, offering unprecedented flexibility and engagement opportunities for advertisers.

The technology finds widespread application across multiple sectors including retail, transportation, healthcare, corporate communications, and entertainment. In retail environments, DOOH creates immersive shopping experiences and influences purchase decisions. Transportation hubs utilize these systems for both advertising and passenger information, while corporate settings leverage DOOH for internal communications and branded content delivery. The educational sector employs DOOH for campus communications and emergency messaging systems.

The future scope of the DOOH market is expansive, with emerging technologies opening new possibilities for engagement and measurement. The development of more sophisticated display technologies, integration of artificial intelligence for content optimization, and advancements in audience measurement systems are creating new market opportunities. Innovations in interactive DOOH solutions, augmented reality integration, and mobile device connectivity are expected to transform the advertising landscape, enabling more personalized and engaging experiences.

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How does the Integration of Programmatic Advertising Drive the Growth of The DOOH Market?

The integration of programmatic advertising serves as a fundamental catalyst for growth in the Digital Out Of Home Market, revolutionizing how outdoor advertising is bought, sold, and delivered. This technological advancement enables real-time bidding capabilities, automated content delivery, and sophisticated audience targeting, transforming traditional static outdoor advertising into a dynamic, data-driven medium. Programmatic DOOH platforms leverage artificial intelligence and machine learning algorithms to analyze vast amounts of data, including foot traffic patterns, weather conditions, time of day, and demographic information, enabling advertisers to deliver highly relevant content to specific audiences at optimal times. The system's ability to measure campaign effectiveness and adjust content in real-time provides advertisers with unprecedented flexibility and efficiency. Advanced analytics tools integrated into programmatic platforms offer detailed insights into audience engagement, allowing advertisers to optimize their campaigns continuously. This data-driven approach has particularly attracted digital-first brands and traditional advertisers looking to enhance their omnichannel presence. The technology also enables seamless integration with mobile advertising campaigns, creating more cohesive and effective marketing strategies.

How is the Challenge of High Infrastructure Costs Impacting the Growth of The DOOH Market?

The significant infrastructure costs associated with DOOH implementation present a substantial challenge to market growth, particularly affecting smaller players and emerging markets. The initial investment required for establishing a DOOH network encompasses not only the cost of high-quality digital displays but also expenses related to content management systems, networking equipment, and sophisticated maintenance infrastructure. These costs are further amplified by the need for weather-resistant enclosures, reliable power supply systems, and high-speed internet connectivity, especially for outdoor installations. The complexity of DOOH infrastructure extends beyond hardware to include sophisticated software systems, content creation tools, and analytics platforms. Regular technological upgrades are essential to maintain competitive advantage and meet evolving advertiser demands, adding to the ongoing cost burden. The need for specialized technical expertise for installation and maintenance further increases operational expenses. In regions with limited digital infrastructure, additional investments in basic utilities and connectivity solutions may be necessary, further escalating the total cost of ownership.

Category-wise Acumens

How will the Adoption of Digital Billboards Drive the Growth of the Display Type Segment?

The adoption of Digital Billboards is significantly propelling growth in the Display Type segment of the DOOH market, representing a transformative shift in outdoor advertising. These advanced display systems offer unprecedented advantages in terms of visibility, content flexibility, and audience engagement. Digital billboards enable advertisers to display multiple advertisements in rotation, implement dynamic content based on external triggers, and make real-time updates to campaign messaging. The technology's ability to deliver high-impact visual content in various lighting conditions has made it particularly attractive for premium advertising locations.

Advanced features such as 3D capabilities, environmental sensors, and integration with mobile devices are enhancing the effectiveness of digital billboard advertising. The ability to synchronize content across multiple displays creates impressive visual experiences that capture audience attention. Additionally, the integration of audience measurement systems provides advertisers with valuable insights into campaign performance and viewer engagement. These capabilities, combined with decreasing display technology costs and improving energy efficiency, are driving wider adoption across various markets and applications.

How will the Growth of Smart Cities Drive the Expansion of The Outdoor Advertising Segment?

The proliferation of smart city initiatives is becoming a major catalyst for the expansion of the Outdoor Advertising segment in the digital out of home market. As cities worldwide invest in digital infrastructure and connected technologies, DOOH networks are increasingly being integrated into urban planning and development projects. These systems serve dual purposes, delivering both commercial advertising and public information, making them valuable assets in smart city ecosystems. The integration of DOOH with smart city infrastructure enables more sophisticated targeting and engagement capabilities, leveraging data from various urban sensors and systems.

Advanced technologies such as IoT sensors, real-time analytics, and mobile connectivity are enabling DOOH networks to deliver more contextually relevant content and interactive experiences. The ability to integrate with smart city data platforms allows for more precise audience measurement and targeting capabilities. Environmental sensors can trigger specific content based on weather conditions, air quality, or traffic patterns, while integration with public transportation systems enables real-time updates and emergency notifications.

Country/Region-wise Acumens

Will the Advanced Digital Infrastructure Drive the Dominance of North America in The Digital Out of Home Market?

North America's dominance in the digital out of home Market is fundamentally driven by its sophisticated digital infrastructure and mature advertising technology ecosystem. The region, particularly the United States and Canada, has established extensive DOOH networks across major urban centers, transportation hubs, retail environments, and corporate districts. The presence of advanced telecommunications infrastructure, including widespread 5G coverage and high-speed internet connectivity, provides the necessary foundation for implementing cutting-edge DOOH solutions. This technological advantage enables the deployment of more sophisticated advertising campaigns utilizing real-time data analytics, AI-driven content optimization, and seamless mobile integration. The region's leadership in advertising technology innovation has resulted in the development of advanced programmatic platforms specifically designed for DOOH advertising. The strong presence of advertising technology companies and digital media agencies has created a robust ecosystem that continues to drive innovation in the DOOH space.

Will the Rapid Urbanization Drive the Expansion of The Digital Out of Home Market in Asia-Pacific?

The rapid urbanization sweeping across the Asia-Pacific region is serving as a powerful catalyst for digital out of home market expansion, creating unprecedented opportunities for digital advertising deployment. Countries such as China, Japan, South Korea, and Singapore are witnessing massive infrastructure development projects that incorporate DOOH systems as integral components of modern urban landscapes. The construction of new transportation hubs, shopping centers, and smart city initiatives provides numerous venues for DOOH deployment, while the region's high population density ensures maximum exposure for advertising campaigns. The technological sophistication of major Asian markets, particularly in mobile connectivity and digital payment systems, creates unique opportunities for interactive DOOH experiences. The integration of QR codes, mobile payments, and social media platforms with DOOH displays enables seamless consumer engagement and transaction capabilities. This convergence of technologies is particularly effective in markets where mobile device penetration is extremely high and consumers are comfortable with digital interactions.

Competitive Landscape

The digital out of home market is a dynamic and competitive space, characterized by a diverse range of players vying for market share. These players are on the run for solidifying their presence through the adoption of strategic plans such as collaborations, mergers, acquisitions and political support. The organizations are focusing on innovating their product line to serve the vast population in diverse regions.

Some of the prominent players operating in the digital out of home market include:

JCDecaux

Clear Channel Outdoor

Lamar Advertising Company

OUTFRONT Media

Broadsign

Stroer SE & Co. KGaA

oOh!media Limited

Ocean Outdoor

Focus Media

Global Media

Latest Developments

In March 2024, JCDecaux launched new AI-powered audience measurement systems across its premium digital network to enhance targeting capabilities and campaign effectiveness.

In May 2024, Clear Channel Outdoor successfully implemented blockchain-based programmatic advertising solutions, demonstrating improved transparency and efficiency in DOOH transactions.

In April 2024, Lamar Advertising Company introduced an innovative content management system designed to streamline operations and improve content delivery across its digital network.

In June 2024, OUTFRONT Media secured strategic partnerships with major retailers for the deployment of advanced indoor digital display networks.

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL DIGITAL OUT OF HOME MARKET

• 1.1 Overview of the Market
• 1.2 Scope of Report
• 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

• 3.1 Data Mining
• 3.2 Validation
• 3.3 Primary Interviews
• 3.4 List of Data Sources

4 GLOBAL DIGITAL OUT OF HOME MARKET OUTLOOK

• 4.1 Overview
• 4.2 Market Dynamics
  • 4.2.1 Drivers
  • 4.2.2 Restraints
  • 4.2.3 Opportunities
• 4.3 Porters Five Force Model
• 4.4 Value Chain Analysis

5 GLOBAL DIGITAL OUT OF HOME MARKET, BY APPLICATION

• 5.1 Overview
• 5.2 Indoor
• 5.3 Outdoor

6 GLOBAL DIGITAL OUT OF HOME MARKET, BY END USER

• 6.1 Overview
• 6.2 Automotive
• 6.3 Personal Care & Household
• 6.4 Entertainment
• 6.5 Retail
• 6.6 Food & Beverages
• 6.7 Telecom
• 6.8 BFSI
• 6.9 Others

7 GLOBAL DIGITAL OUT OF HOME MARKET, BY GEOGRAPHY

• 7.1 Overview
• 7.2 North America
  • 7.2.1 U.S.
  • 7.2.2 Canada
  • 7.2.3 Mexico
• 7.3 Europe
  • 7.3.1 Germany
  • 7.3.2 U.K.
  • 7.3.3 France
  • 7.3.4 Rest of Europe
• 7.4 Asia Pacific
  • 7.4.1 China
  • 7.4.2 Japan
  • 7.4.3 India
  • 7.4.4 Rest of Asia Pacific
• 7.5 Rest of the World
  • 7.5.1 Latin America
  • 7.5.2 Middle East

8 GLOBAL DIGITAL OUT OF HOME MARKET COMPETITIVE LANDSCAPE

• 8.1 Overview
• 8.2 Company Market Ranking
• 8.3 Key Development Strategies

9 COMPANY PROFILES

• 9.1 Prism view LLC NEC Display Solutions Ltd.
  • 9.1.1 Overview
  • 9.1.2 Financial Performance
  • 9.1.3 Product Outlook
  • 9.1.4 Key Developments
• 9.2 Oohmedia! Ltd.
  • 9.2.1 Overview
  • 9.2.2 Financial Performance
  • 9.2.3 Product Outlook
  • 9.2.4 Key Developments
• 9.3 Broad sign International LLC
  • 9.3.1 Overview
  • 9.3.2 Financial Performance
  • 9.3.3 Product Outlook
  • 9.3.4 Key Developments
• 9.4 Aoto Electronics Co. Mvix Inc.
  • 9.4.1 Overview
  • 9.4.2 Financial Performance
  • 9.4.3 Product Outlook
  • 9.4.4 Key Developments
• 9.5 Christie Digital System
  • 9.5.1 Overview
  • 9.5.2 Financial Performance
  • 9.5.3 Product Outlook
  • 9.5.4 Key Developments
• 9.6 Ayuda Media System
  • 9.6.1 Overview
  • 9.6.2 Financial Performance
  • 9.6.3 Product Outlook
  • 9.6.4 Key Developments
• 9.7 Deepsky Corporation Ltd.
  • 9.7.1 Overview
  • 9.7.2 Financial Performance
  • 9.7.3 Product Outlook
  • 9.7.4 Key Developments

10 Appendix

• 10.1 Related Research