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市場調查報告書
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1558330

到 2030 年 DOOH（戶外數位）市場預測：按類型、技術、應用、最終用戶和地區進行的全球分析

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個工作天內

價格

根據 Stratistics MRC 的數據，2024 年全球 DOOH（數位戶外）市場規模將達到 327 億美元，預計到 2030 年將達到 671 億美元，預測期內複合年成長率為 12.7%。

DOOH（數位戶外）廣告是一種戶外廣告形式，利用數位顯示器向公共場所的消費者傳遞有針對性的訊息。與傳統的靜態廣告看板不同，DOOH 使用數位螢幕、LED 顯示器或互動式觸控螢幕來提供有吸引力且具有視覺吸引力的廣告。 DOOH 為廣告主提供動態內容、即時互動、針對性定位、高流量位置的高可見度，以及透過輪播多個廣告的能力來實現成本效益。

高解析度螢幕可用性和智慧技術整合

LED 和 OLED 顯示器等高解析度螢幕可提高人流密集區域的視覺吸引力和參與度。觸控螢幕、動作感測器和臉部辨識等智慧技術可實現互動式廣告體驗，將被動觀看轉變為主動參與。這種個人化加強了品牌與消費者之間的情感聯繫，並提高了整體參與度。這兩種技術對於吸引消費者註意力和提高品牌參與至關重要。

初始投資高

數位廣告（例如螢幕、廣告看板和資訊亭）的初始成本較高，可能會阻礙小型企業進入市場並限制其有效競爭的能力。市場力量集中在大公司手中可能會扼殺廣告方法的創新和創造力。此外，高昂的初始投資可能會降低戶外廣告的採用率，尤其是在預算有限的新興市場。

衡量投資收益(ROI) 的能力

衡量戶外宣傳活動的投資報酬率包括整合2D碼和 NFC 技術等互動元素，以提高消費者參與度並深入了解消費者偏好。這種資料主導的方法使廣告主能夠根據過去的宣傳活動表現做出明智的決策，並完善目標定位和通訊，以更好地與受眾產生共鳴。這種資料主導的方法促進創新，幫助廣告商在快速發展的市場中保持競爭力。

廣告詐欺和衡量挑戰

廣告詐騙會導致績效指標的扭曲，使廣告商難以準確評估宣傳活動的有效性。這可能會導致宣傳活動提前終止和資源分配不當，進而進一步降低行銷成效。廣告詐欺也會增加廣告主對指標和平台完整性的不信任，進而降低消費者對廣告的信任度。這種信任的喪失可能會對品牌聲譽以及與消費者的關係產生長期影響，尤其是在透明度要求越來越高的市場中。

COVID-19 的影響：

COVID-19的疫情對DOOH（數位戶外）市場產生了重大影響，導致廣告成本大幅下降，人流量大的地區遊客數量也下降。由於關門和社交距離措施，消費行為發生了巨大變化，人們花在家用的時間更多，通勤和訪問公共場所的時間更少。然而，疫情也加速了數位戶外媒體中資料驅動方法和智慧技術整合的採用，因為廣告主尋求在快速變化的環境中最佳化宣傳活動並更有效地接觸受眾。

預計廣告看板產業在預測期內將是最大的

與靜態廣告看板相比，透過顯示影片和動畫等動態內容，廣告看板預計在預測期內成長最快。靈活性和即時更新還允許廣告主根據一天中的時間和受眾人口統計等因素調整宣傳活動，使它們對市場變化更加相關和敏感，並且可以確保消費行為效果。

預計內容管理系統產業在預測期內複合年成長率最高

內容管理系統允許廣告主從單一介面將內容傳送到多個數位螢幕，從而實現即時更新和宣傳活動調整。它還整合了分析工具來追蹤受眾參與度和宣傳活動績效，使廣告主能夠根據消費者行為重新制定策略，從而實現更有效的宣傳活動和更高的投資報酬率。

比最大的地區

北美地區在預測期內將佔據最大的市場佔有率，因為高解析度螢幕和節能數位廣告看板等技術進步使戶外廣告更具視覺吸引力並吸引更多廣告商，預計將佔據市場佔有率。北美快速的都市化增加了公共場所的人流，創造了更多接觸不同受眾的機會。

複合年成長率最高的地區：

預計亞太地區在預測期內複合年成長率最高。預計中國將主導亞太地區 DOOH 市場，這主要是由於需求的成長和客戶影響力的成長。印度作為最大的市場之一，由於快速的都市化、購買力的增強和中階的壯大，預計也將保持其主導地位。因此，這一成長是由都市化、技術進步、消費者接觸公共空間的增加以及網際網路普及率上升等因素所推動的。

免費客製化服務：

訂閱此報告的客戶可以存取以下免費自訂選項之一：

  • 公司簡介
    • 其他市場參與者的綜合分析（最多 3 家公司）
    • 主要企業SWOT分析（最多3家企業）
  • 區域分割
    • 根據客戶興趣對主要國家的市場估計、預測和複合年成長率（註：基於可行性檢查）
  • 競爭標基準化分析
    • 根據產品系列、地理分佈和策略聯盟對主要企業基準化分析

目錄

第1章執行摘要

第2章 前言

  • 概述
  • 相關利益者
  • 調查範圍
  • 調查方法
    • 資料探勘
    • 資料分析
    • 資料檢驗
    • 研究途徑
  • 研究資訊來源
    • 主要研究資訊來源
    • 二次研究資訊來源
    • 先決條件

第3章市場趨勢分析

  • 促進因素
  • 抑制因素
  • 機會
  • 威脅
  • 技術分析
  • 應用分析
  • 最終用戶分析
  • 新興市場
  • COVID-19 的影響

第4章波特五力分析

  • 供應商的議價能力
  • 買方議價能力
  • 替代品的威脅
  • 新進入者的威脅
  • 競爭公司之間的敵對關係

第5章全球 DOOH（數位戶外）市場：按類型

  • 廣告看板
  • 交通
  • 街道家具
  • 其他類型

第6章全球 DOOH（數位戶外）市場：依技術分類

  • LED（發光二極體）
  • LCD（液晶顯示器）
  • 電漿
  • OLED（有機發光二極體）
  • 內容管理系統
  • 互動技術
  • 其他技術

第7章全球DOOH（數位戶外）市場：依應用分類

  • 店內廣告
  • 櫥窗展示
  • POS廣告
  • 交通領域的數位電子看板
  • 其他用途

第8章全球DOOH（數位戶外）市場：依最終用戶分類

  • 零售
  • 車
  • 娛樂
  • 衛生保健
  • 旅行和旅遊
  • 教育
  • 其他最終用戶

第9章全球 DOOH（數位戶外）市場：按地區

  • 北美洲
    • 美國
    • 加拿大
    • 墨西哥
  • 歐洲
    • 德國
    • 英國
    • 義大利
    • 法國
    • 西班牙
    • 其他歐洲國家
  • 亞太地區
    • 日本
    • 中國
    • 印度
    • 澳洲
    • 紐西蘭
    • 韓國
    • 其他亞太地區
  • 南美洲
    • 阿根廷
    • 巴西
    • 智利
    • 南美洲其他地區
  • 中東/非洲
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 卡達
    • 南非
    • 其他中東和非洲

第10章 主要進展

  • 合約、夥伴關係、協作和合資企業
  • 收購和合併
  • 新產品發布
  • 業務拓展
  • 其他關鍵策略

第11章 公司概況

  • 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.