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市場調查報告書
商品編碼
1625300
到 2030 年戶外廣告市場預測:按類型、技術、應用程式、最終用戶和地區進行的全球分析Out of Home Advertising Market Forecasts to 2030 - Global Analysis By Type (Billboards, Transit Advertising, Street Furniture, Place-Based Advertising, Digital Out-of-Home and Other Types), Technology, Application, End User and By Geography |
根據 Stratistics MRC 的數據,2024 年全球戶外(OOH) 廣告市場規模將達到 323 億美元,預計到 2030 年將達到 524 億美元,預測期內複合年成長率為 8.4%。
戶外(OOH) 廣告是一種針對戶外消費者的廣告形式,經常出現在廣告看板、交通系統、機場、購物中心和數位螢幕等公共場所。它的目的是吸引人們移動的注意力,並提高不同地點的品牌知名度。這種廣告可以是傳統的,也可以是數位的,其主要優勢是能夠覆蓋特定地理區域的不同受眾。技術的進步增強了功能,允許更動態和有針對性的通訊。數位戶外廣告可以根據一天中的時間、天氣和受眾人口統計等因素即時變化。
據OMA(戶外媒體協會)稱,戶外媒體每花費一美元所產生的線上活動比任何其他媒體都多,吸引的線上平台客戶數量比電視多382%,比印刷媒體多200%,據說比廣播的效果高63%。
城市人口成長
人口密集的都市區人流量大,廣告商可以在街道、購物區和公共交通樞紐等人流量大的地點接觸到更多的受眾。隨著人口的成長,對優質廣告空間的需求也在增加。城市正在擴大其基礎設施並採用更多的戶外廣告空間,例如數位廣告看板和互動式服務站。技術一體化也不斷加強,都市區擁有數位廣告看板、互動螢幕和程式化廣告所需的基礎設施。
智慧型手機的普及與網路的普及
智慧型手機的興起增加了數位干擾,使戶外廣告更難在公共場所脫穎而出。隨著人們參與度的降低,廣告看板和公車廣告等傳統形式的效果正變得越來越差。壓倒性的數位環境,各種平台充斥著數位廣告,正在造成廣告疲勞,並使戶外廣告難以獲得吸引力。來自眾多線上管道的競爭使得這些廣告很難保持相關性。
數位轉型和程序化廣告採用
戶外廣告的數位轉型帶動了數位廣告看板、互動螢幕和LED顯示器的興起,實現了廣告內容的即時變化。這種靈活性使廣告商能夠根據一天中的特定時間、天氣和受眾人口統計數據自訂訊息。程序化廣告使用自動化技術即時購買、銷售和最佳化廣告庫存,現在已整合到廣告中,允許廣告商使用軟體平台購買戶外庫存,從而使更高效的廣告購買成為可能。
嚴格的規定和限制
許多城市和直轄市都制定了法規,限制在某些地區(例如住宅、歷史遺跡或學校和醫院附近)放置廣告看板和其他戶外廣告 (OOH)。這減少了戶外廣告的可用空間,迫使廣告商專注於高流量但高成本的領域。此外,出於美學和環境考慮,某些類型的戶外廣告,例如數位廣告看板和大型廣告牌,可能會被禁止或嚴格限制,從而限制了戶外廣告的創造性和技術潛力。
COVID-19 的影響
COVID-19 大流行減少了人流和活動,從而大幅減少了對傳統戶外廣告的需求,從而戶外(OOH) 廣告市場產生了重大影響。隨著人們將自己限制在家中並避開公共場所,廣告商將預算轉移到了更可衡量的數位管道。然而,數位戶外廣告和程式化廣告的興起使得更有針對性、靈活和資料主導的宣傳活動成為可能,從而幫助該行業復甦。疫情過後,隨著公民運動和廣告支出逐漸恢復,市場開始復甦。
預計廣告看板產業在預測期內將是最大的
廣告看板細分市場預計將在預測期內佔據最大的市場佔有率,因為它是一種高度可見且有效的廣告形式,特別是對於品牌知名度宣傳活動。由於廣告看板放置在人流量大的位置,因此可以吸引不同受眾的注意力,並且是國家和地區廣告商的強大工具。與數位和社群媒體不同,廣告看板是一種被動的廣告形式,這意味著觀眾不會主動與內容互動。
互動媒體產業預計在預測期內複合年成長率最高
在預測期內,由於觸控螢幕、動作感測器、臉部辨識、2D碼、擴增實境和近距離廣告等互動廣告技術鼓勵消費者積極參與,互動媒體領域將出現最高的成長率。這提高了知名度,並允許廣告商根據消費者的行為和偏好客製化體驗。這種個人化改善了消費者體驗,使戶外廣告感覺更具相關性和客製化性,使其更具相關性和吸引力。
由於傳統廣告看板和靜態展示向數位戶外廣告技術的重大轉變,預計北美地區在預測期內將佔據最大的市場佔有率。這包括數位看板、互動式顯示器和程式化戶外技術,提供增強的針對性、靈活性和動態內容。程序化戶外廣告使廣告主能夠根據資料主導的洞察即時購買和投放廣告,從而提高定位效率、實現個人化廣告體驗、提高消費者參與度並提高投資回報率。
預計亞太地區在估計和預測期內將實現最高成長率。這是因為,由於城市人口和人口稠密地區的增加,戶外OOH(其他室內)廣告的需求正在迅速增加。廣告看板、公車廣告和街道設施等戶外廣告形式在城市中心很受歡迎,為廣告商提供了大量受眾。由於智慧型手機普及率較高,消費者擴大轉向行動主導的戶外廣告,以推動線上參與和轉化,並支持跨通路行銷策略。
According to Stratistics MRC, the Global Out of Home Advertising Market is accounted for $32.3 billion in 2024 and is expected to reach $52.4 billion by 2030 growing at a CAGR of 8.4% during the forecast period. Out of Home (OOH) advertising is a form of advertising that targets consumers outside their homes, often found in public spaces like billboards, transit systems, airports, shopping malls, and digital screens. It aims to capture the attention of people on the move, increasing brand visibility in various locations. This advertising can be traditional or digital, and its primary advantage is its ability to reach a diverse audience in specific geographic areas. Technological advancements have enhanced capabilities, allowing for more dynamic and targeted messaging. Digital OOH ads can change in real-time based on factors like time of day, weather, or audience demographics.
According to outdoor media association (OMA), OOH drives more online activity per ad dollar spent than any other media and is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving customers to the online platform.
Increasing urban population
Urban areas with dense populations generate more foot traffic, providing advertisers with larger audiences in high-traffic areas like streets, shopping districts, and public transportation hubs. As the population grows, demand for prime advertising spaces also rises. Cities are expanding infrastructure and adopting more OOH advertising spaces, such as digital billboards and interactive kiosks. In addition technological integration is also increasing, with urban areas providing the necessary infrastructure for digital billboards, interactive screens, and programmatic advertising.
Growing use of smartphones and internet penetration
The rise of smartphones has led to increased digital distraction, making out of home advertising difficult to stand out in public spaces. Traditional formats like billboards and transit ads are less effective due to people's reduced engagement. The overwhelming digital environment, flooded with digital ads across various platforms, can cause ad fatigue, making it harder for out of home ads to capture attention. This competition with numerous online channels makes it difficult for these ads to remain relevant.
Digital transformation & programmatic advertising adoption
Digital transformation in out of home advertising has led to the rise of digital billboards, interactive screens, and LED displays, allowing real-time changes in ad content. This flexibility allows advertisers to tailor messages to specific times of day, weather conditions, or audience demographics. Programmatic advertising, which uses automated technology to buy, sell, and optimize ad space in real-time, is now integrated into advertising, allowing advertisers to purchase out of home ad space using software platforms, resulting in more efficient ad buying.
Stringent regulations and restrictions
Many cities and municipalities have implemented regulations restricting the placement of Outdoor Advertising (OOH) advertising, such as billboards and other ad formats in specific zones like residential areas, historical sites, or near schools and hospitals. This reduces the available space for OOH ads, forcing advertisers to focus on high-traffic but high-cost areas. Additionally, certain types of OOH advertising, such as digital billboards and large-scale signs, may be banned or severely restricted due to aesthetic or environmental concerns, limiting the creative and technological potential of out of home advertising.
Covid-19 Impact
The COVID-19 pandemic significantly impacted the Out of Home (OOH) advertising market by reducing foot traffic and travel, leading to a sharp decline in demand for traditional OOH ads. As people stayed home and avoided public spaces, advertisers shifted budgets to digital channels with more measurable results. However, the rise of digital OOH and programmatic advertising helped the sector recover, allowing for more targeted, flexible, and data-driven campaigns. The market began to recover post-pandemic as public movement and advertising spending slowly rebounded.
The billboards segment is expected to be the largest during the forecast period
The billboards segment is expected to account for the largest market share during the projection period owing to highly visible and effective advertising format, particularly for brand awareness campaigns. Positioned in high-traffic areas, they capture the attention of diverse audiences, making them a powerful tool for national and regional advertisers. Unlike digital media or social media, billboards offer a passive form of advertising, where the audience doesn't actively interact with the content.
The interactive media segment is expected to have the highest CAGR during the forecast period
Over the forecast period, the interactive media segment is predicted to witness the highest growth rate owing to Interactive advertisements technologies like touchscreens, motion sensors, facial recognition, QR codes, augmented reality, and proximity-based advertising to encourage active consumer engagement. This leads to higher attention and allows advertisers to tailor the experience based on consumer behavior or preferences. This personalization enhances the consumer experience, making OOH advertising feel more relevant and customized, making it more relevant and engaging.
The North America region is expected to hold the largest share of the market during the forecast period owing to significant shift from traditional billboards and static displays to digital out-of-home advertising technologies. These include digital billboards, interactive displays, and programmatic OOH technologies, offering enhanced targeting, flexibility, and dynamic content. Programmatic OOH allows advertisers to purchase and place ads in real-time based on data-driven insights, improving targeting efficiency and enabling personalized ad experiences, increasing consumer engagement, and optimizing ROI.
During the estimation period, the Asia Pacific region is forecasted to record the highest growth rate due to surge in the demand for Outdoor OOH (Other-Indoor) advertising due to the growing urban populations and densely populated areas. OOH advertising formats like billboards, transit ads, and street furniture are popular in urban centers, providing advertisers with large audiences. With high smartphone penetration, consumers are increasingly using mobile-driven OOH ads, driving online engagement and conversions, and supporting cross-channel marketing strategies.
Key players in the market
Some of the key players in Out of Home Advertising market include BroadSign International LLC, Christie Digital Systems Inc., Clear Channel Outdoor Holdings Inc., Daktronics Inc., Exterion Media Group, EyeMedia LLC, JCDecaux Group, NEC Display Solutions Ltd., oOh!media Limited, OUTFRONT Media, Prismview LLC, QMS Media Limited, SevenOne Media GmbH, Stroer SE & Co. KGaA, Talon Outdoor Ltd and The Times Group.
In December 2024, NEC Display Solutions Ltd announced the launch of its brightest LCD-based projector to date: the XP-A201U-B. This projector creates a large color space and maximum color reproduction for the ultimate viewing experience.
In November 2024, Daktronics, Inc. manufacturer of best-in-class dynamic video communication displays and control systems for customers worldwide, announced to the Company's existing Shareholder Rights Agreement.
Note: Tables for North America, Europe, APAC, South America, and Middle East & Africa Regions are also represented in the same manner as above.