數位戶外廣告市場規模、佔有率和成長分析（按格式類型、應用程式、位置、最終用戶和地區）- 產業預測 2025-2032

預計 2023 年全球數位戶外 (DOOH) 廣告市場規模將達到 187 億美元，並預計將從 2024 年的 204 億美元成長到 2032 年的 409.5 億美元，預測期內（2025-2032 年）的複合年成長率為 9.1%。

受消費者偏好的不斷變化數位電子看板的快速普及的推動，全球數位戶外（DOOH）廣告市場正在經歷重大轉型。高速網路的興起以及對動態和互動式廣告內容日益成長的需求是這項變化的關鍵因素。人工智慧、資料分析和擴增實境等先進技術的整合進一步徹底改變了宣傳活動能力，使廣告商能夠提供高度個人化和引人入勝的內容。然而，實施成本上升以及缺乏宣傳活動效果的標準化指標等挑戰繼續阻礙其更廣泛的採用，特別是在中小型企業中。隨著市場的發展，解決這些障礙對於充分發揮數位戶外廣告的潛力至關重要。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 次要和主要資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態及展望

• 市場概況
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

主要市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024 年）
• PESTEL 分析
• 總體經濟指標
• 價值鏈分析
• 定價分析
• 監管格局
• 案例研究
• 技術進步

數位戶外廣告市場規模（按形式類型和複合年成長率） (2025-2032)

• 市場概況
• 數位廣告看板
• 數位電子看板
• 數位螢幕
• 其他

數位戶外廣告市場規模（按應用分類）及複合年成長率（2025-2032）

• 市場概況
• 街道家具
• 基於公共位置資訊
• 交通
• 其他

數位戶外廣告市場規模（按地區分類）及複合年成長率（2025-2032 年）

• 市場概況
• 室內的
• 戶外的

數位戶外廣告市場規模（按最終用戶和複合年成長率） (2025-2032)

• 市場概況
• 車
• 個人護理及家居產品
• 娛樂
• 零售
• 飲食
• 通訊
• BFSI
• 其他

數位戶外廣告市場規模（按地區分類）及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲國家
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前 5 家公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採用的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024 年）
• 主要企業簡介
  • 公司詳細資訊
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• 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）

結論和建議

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