市場調查報告書
商品編碼
1499487
數位戶外市場:按產品類型、內容類型、位置和最終用戶 - 2024-2030 年全球預測Digital OOH Market by Product (Billboards, Street Furniture, Transit), Content Type (Dynamic, Static), Location, End-User - Global Forecast 2024-2030 |
※ 本網頁內容可能與最新版本有所差異。詳細情況請與我們聯繫。
預計2023年數位戶外市場規模將達240.5億美元,2024年將達263億美元,2030年預計將達到479.4億美元,複合年成長率為10.35%。
數位戶外 (DOOH) 廣告是指在公共場所、行動中以及某些商業場所(例如購物中心)向「行動」消費者行銷的數位媒體。與廣告看板和公車候車亭海報等傳統戶外廣告不同,DOOH 使用數位技術來展示廣告。這些數位顯示器可以全天改變訊息,有時可以透過觸控螢幕、感應器或與行動裝置的連接進行互動。 DOOH 市場的成長是由數位基礎設施的擴張所推動的。由於高速網際網路和智慧技術的廣泛採用,數位看板和互動式顯示器在各個地區變得越來越可行和有效。此外,越來越多使用即時管理和更新內容的數位戶外廣告平台也是市場成長的主要推動力。然而,數位戶外廣告技術需要大量的初始投資,包括數位顯示硬體、軟體和內容管理系統。高解析度和耐用顯示器技術的持續發展為市場成長提供了重大機會。 OLED 和 4K 螢幕等技術創新可實現更清晰、更具吸引力的視覺效果,對於在人流量大的戶外空間中吸引消費者的注意力至關重要。
主要市場統計 | |
---|---|
基準年[2023] | 240.5億美元 |
預測年份 [2024] | 263億美元 |
預測年份 [2030] | 479.4億美元 |
複合年成長率(%) | 10.35% |
區域洞察
在美洲,尤其是美國和加拿大,數位戶外市場高度發達,基礎設施的大量投資支持了戶外廣告的成長。由於採用了先進技術,使廣告更具互動性和相關性,例如動態內容管理和即時資料分析,該地區正在實現持續成長。在都市化、可支配收入增加和戶外廣告機會的推動下,亞太地區正在見證戶外戶外市場的擴張。科技的採用因地區而異,但總體呈上升趨勢,日本和韓國等國家利用高科技解決方案來吸引受眾。此外,該地區人口眾多,城市中心密度高,使得戶外數位媒體成為快速接觸大量消費者的有吸引力的平台。在 EMEA(歐洲、中東和非洲)地區,由於不同的經濟和文化因素形成的碎片化格局,市場動態差異很大。歐洲擁有較高的數位普及和確保隱私和資料保護的管理體制。由於智慧城市、奢侈品零售的發展以及對高階 DOOH 解決方案的偏好,中東地區顯示出成長潛力。非洲是數位科技應用不斷進步的地區,市場拓展潛力大。
FPNV定位矩陣
FPNV 定位矩陣對於評估供應商在數位戶外市場的定位至關重要。此矩陣提供了對供應商的全面評估,並檢驗了與業務策略和產品滿意度相關的關鍵指標。這種詳細的評估使用戶能夠根據自己的要求做出明智的決定。根據評估結果,供應商被分為代表其成功程度的四個像限:前沿(F)、探路者(P)、利基(N)和重要(V)。
市場佔有率分析
市場佔有率分析是一種綜合工具,可對數位戶外市場中供應商的現狀進行深入而詳細的評估。透過仔細比較和分析供應商的貢獻,您可以更深入地了解每個供應商的績效以及他們在爭奪市場佔有率時面臨的挑戰。這些貢獻包括整體收益、客戶群和其他重要指標。此外,該分析還提供了對該行業競爭性質的寶貴見解,包括在研究基準年期間觀察到的累積、分散主導地位和合併特徵等因素。有了這些詳細資訊,供應商可以做出更明智的決策並製定有效的策略,以在市場競爭中保持領先地位。
策略分析與建議
策略分析對於尋求在全球市場站穩腳跟的組織至關重要。對目前在數位戶外市場中的地位進行全面評估,使企業能夠做出符合其長期願望的明智決策。此關鍵評估涉及對組織的資源、能力和整體績效進行徹底分析,以確定核心優勢和需要改進的領域。
[185 Pages Report] The Digital OOH Market size was estimated at USD 24.05 billion in 2023 and expected to reach USD 26.30 billion in 2024, at a CAGR 10.35% to reach USD 47.94 billion by 2030.
Digital Out-of-Home (DOOH) advertising refers to digital media used for marketing to consumers when they are "on the go" in the public places, in transit, or in specific commercial locations such as shopping malls. Unlike traditional out-of-home advertising like billboards and bus shelter posters, DOOH uses digital technology to display advertisements. These digital displays can change messages throughout the day and can be interacted with, sometimes through touch screens, sensors, or mobile device connectivity. The growth of the DOOH market is driven by expanding digital infrastructure. Digital billboards and interactive displays are becoming increasingly feasible and effective across various regions with the broader implementation of high-speed internet and smart technologies. In addition, the increasing utilization of digital Out-of-Home (OOH) advertising platforms to manage and update content in real-time significantly propels the market growth. However, digital out-of-home advertising technologies require substantial initial investment in terms of digital display hardware and software and content management systems. The ongoing development of high-resolution, durable display technologies offers significant opportunities for market growth. Innovations such as OLED and 4K screens allow clearer and more engaging visuals, which are crucial in capturing consumer attention in busy outdoor spaces.
KEY MARKET STATISTICS | |
---|---|
Base Year [2023] | USD 24.05 billion |
Estimated Year [2024] | USD 26.30 billion |
Forecast Year [2030] | USD 47.94 billion |
CAGR (%) | 10.35% |
Regional Insights
In the Americas, particularly in the United States and Canada, the digital OOH market is highly developed, with significant investments in infrastructure supporting the growth of DOOH advertising. This region showcases sustained growth due to the adoption of advanced technologies such as dynamic content management and real-time data analytics, which enhance the interactivity and relevance of advertisements. The Asia-Pacific region is showcasing expansion in the DOOH market, driven by urbanization, a rise in disposable income, and opportunities for DOOH advertising. Technology adoption varies across the region and is generally on the rise, with countries, such as Japan and South Korea leveraging high-tech solutions to engage audiences. Moreover, the region's massive population and high density in urban centers make DOOH an appealing platform for reaching large numbers of consumers rapidly. In the EMEA region, the market dynamics differ significantly across the fragmented landscape shaped by diverse economic and cultural factors. Europe showcases a high digital penetration and regulatory structures that ensure privacy and data protection. The Middle East showcases growth potential with developments in smart cities and luxury retail sectors, which favor high-end DOOH solutions. Africa showcases potential for market expansion in areas where the adoption of digital technologies is increasing.
Market Insights
The market dynamics represent an ever-changing landscape of the Digital OOH Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.
FPNV Positioning Matrix
The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Digital OOH Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).
Market Share Analysis
The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the Digital OOH Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.
Recent Developments
VIOOH Debuts Programmatic Sales Platform for Enhanced Digital Advertising in Beijing's Metro System
VIOOH has launched a programmatic sales platform tailored explicitly for Digital Out-of-Home (DOOH) advertising across Beijing's metro network. This innovative approach enables a dynamic and automated method of purchasing and distributing DOOH advertising, leveraging advanced data analytics to optimize the display of ads based on real-time audience demographics and engagement metrics. By integrating technology with traditional advertising spaces, VIOOH's initiative not only enhances the efficiency and relevance of ad placements but also significantly expands the potential for targeted marketing campaigns within one of the busiest metropolitan transit systems in the world, promising a new era of advertising precision and effectiveness. [Published On: 2024-04-23]
Vistar Media and PRODOOH Join Forces to Transform Digital Advertising in Latin America
Vistar Media formed a strategic partnership with PRODOOH, focusing on enhancing programmatic digital out-of-home (DOOH) advertising across Latin America. This partnership aims to leverage Vistar's advanced programmatic technology alongside PRODOOH's expansive network of digital display locations. The initiative promises to revamp advertising mechanisms and tailor them more effectively to consumer behaviors and preferences, potentially increasing audience engagement and advertising efficacy in the region. The partnership represents a significant step in modernizing and expanding the digital advertising landscape throughout Latin America, offering advertisers sophisticated tools to reach their target audiences more dynamically and precisely. [Published On: 2024-04-16]
Singapore's Innovative 3D DOOH Campaign Boosts Global Tourism Interest from Major Cities
Singapore Tourism Board launched a 3D digital out-of-home (DOOH) advertising campaign targeted at key international cities, including Jakarta, Shanghai, New York, London, and Mumbai. This strategic initiative leveraged cutting-edge 3D technology to project vivid, lifelike images highlighting Singapore's rich cultural and leisure attractions. The campaign aimed to enhance Singapore's global tourism appeal and increase tourist inflow from these diverse urban centers, aligning with broader marketing objectives to attract a cosmopolitan audience. An evaluation of the campaign's effectiveness showed a significant surge in awareness and interest in Singapore as a travel destination, as evidenced by increased travel inquiries and bookings. [Published On: 2024-03-28]
Strategy Analysis & Recommendation
The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Digital OOH Market. This critical assessment involves a thorough analysis of the organization's resources, capabilities, and overall performance to identify its core strengths and areas for improvement.
Key Company Profiles
The report delves into recent significant developments in the Digital OOH Market, highlighting leading vendors and their innovative profiles. These include Adams Outdoor Advertising, APG|SGA AG, Blue Line Media LLC, Broadsign, Burkhart Marketing Partners, Inc., Capitol Outdoor, Inc., Clear Channel Outdoor, LLC, Daktronics, Inc., Eskimi, Eye Media, ApS., Global Media Group Services Limited, Intersection Parent, Inc., JCDecaux Group, Lamar Advertising Company, Lightbox OOH Video Network, Mvix(USA), Inc., nternet Advertising Bureau UK, Ocean Outdoor UK Limited, oOh!media Limited, OUTFRONT Media Inc., Primedia Proprietary Limited, QMS Media Pty Ltd, Samsung Electronics Co., Ltd., Sharp NEC Display Solutions Europe GmbH, Stroer CORE GmbH & Co. KG, Talon Outdoor, The Times Group, VIOOH, and Vistar Media.
Market Segmentation & Coverage