2024 年至 2031 年按類型、格式、應用程式和地區劃分的數位戶外廣告 (DOOH) 市場規模

數位戶外 (DOOH) 市場估值，2024 年至 2031 年

受快速城市化、顯示技術進步和廣告空間日益數位化的推動，數位戶外廣告 (DOOH) 市場正在經歷變革性成長。人工智慧、即時分析和程式化廣告功能的整合正在持續改變產業格局。這可能有助於市場規模在 2024 年超過 211.6 億美元，並在 2031 年達到約 425.4 億美元的估值。

市場正在對創新技術進行大規模投資，尤其是在 3D 顯示器、非接觸式互動系統和人工智慧內容優化等領域。專注於開發節能顯示器、實施先進的受眾測量系統以及整合行動連接正在為市場擴張創造新的機會。由於對數位戶外廣告 (DOOH) 服務的需求不斷增加，預計 2024 年至 2031 年期間市場複合年增長率將達到 11.02%。

數位戶外廣告 (DOOH) 市場定義/概述

數位戶外 (DOOH) 廣告是戶外廣告的一個動態領域，它利用數位顯示器和技術向公共場所的受眾提供有針對性的內容。這種先進的廣告媒體將包括多種形式，包括數位廣告看板、交通顯示器、街道傢俱螢幕和基於地點的網路。 DOOH 系統的特點是能夠提供可即時更新的可程式動態內容，為廣告主提供前所未有的靈活性和參與機會。

該技術已廣泛應用於零售、交通、醫療保健、企業通訊和娛樂等多個領域。在零售業，數位戶外媒體 (DOOH) 創造了沉浸式的購物體驗並影響了購買決策。交通運輸業者正在使用 DOOH 進行廣告和乘客引導，而企業則將其用於內部溝通和傳遞品牌內容。在教育領域，DOOH 正被用於校園通訊和緊急訊息系統。

數位戶外媒體市場的未來前景廣闊，新技術為參與和測量開闢了新的可能性。更複雜的顯示技術的發展、用於內容優化的人工智慧的整合以及觀眾測量系統的進步正在創造新的市場機會。互動式數位戶外廣告解決方案、擴增實境整合和行動連線的創新有望透過提供更個人化和更​​具吸引力的體驗來改變廣告格局。

程序化廣告整合將如何推動數位戶外廣告市場的成長？

程序化廣告的整合正在徹底改變戶外廣告的購買、銷售和投放方式，成為戶外廣告市場成長的根本催化劑。這項技術進步實現了即時競價功能、自動內容交付和複雜的受眾定位，將傳統靜態的戶外廣告轉變為動態的、數據驅動的媒體。程序化數位戶外媒體平台使用人工智慧和機器學習演算法來分析大量數據，例如人流量模式、天氣、一天中的時間和人口統計訊息，以幫助廣告商在最佳時間定位特定受眾。高品質的優質內容。擁有一個可以衡量廣告活動效果並即時調整內容的系統可以為廣告主帶來前所未有的靈活性和效率。程序化平台整合的高級分析工具提供了有關受眾參與度的詳細見解，使廣告商能夠不斷優化他們的廣告活動。這種數據驅動的方法特別吸引了那些希望加強全通路影響力的數位優先品牌和傳統廣告商。該技術還可以與行動廣告活動無縫集成，從而創造更具凝聚力和更有效的行銷策略。

基礎建設成本高昂的課題如何影響 DOOH 市場的成長？

與數位戶外媒體採用相關的高基礎設施成本對市場成長構成了重大課題，尤其影響中小型企業和新興市場。建立DOOH網路所需的初始投資不僅包括高品質數位顯示器的成本，還包括與內容管理系統、網路設備和先進維護基礎設施相關的費用。這些成本因需要防風雨外殼、可靠的電源系統和高速網路連線而增加，尤其是對於戶外安裝而言。 DOOH 基礎架構的複雜性不僅限於硬件，還包括複雜的軟體系統、內容創建工具和分析平台。為了保持競爭優勢並滿足不斷變化的廣告商需求，定期的技術升級至關重要，從而帶來持續的成本負擔。安裝和維護需要專業的技術知識，進一步增加了營運成本。在數位基礎設施有限的地區，可能需要對基本設施和連接解決方案進行額外投資，進一步增加整體擁有成本。

目錄

第 1 章 全球數位戶外 (DOOH) 市場簡介

市場概況
• 研究範圍
• 先決條件

第 2 章執行摘要

第 3 章：經過驗證的市場研究方法

• 資料探勘
• 驗證
• 主要來源
• 資料來源列表

第四章：全球數位戶外廣告 (DOOH) 市場展望

• 概述
• 市場動態
  • 驅動程式
  • 阻礙因素
  • 機會
• 波特五力模型
• 價值鏈分析

第 5 章。

• 概述
• 室內
• 戶外

第 6 章 全球數位戶外 (DOOH) 市場（按最終用戶劃分）

• 概述
• 汽車
• 個人護理及家居 娛樂
• 零售
• 食物和飲料
• 電信
• 英國金融服務業協會
• 其他

第 7 章。

• 概述
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 歐洲
  • 德國
  • 英國
  • 法國
  • 其他歐洲國家
  亞太地區
  • 中國
  • 日本
  • 印度
  • 其他亞太地區
• 世界其他地區
  • 拉丁美洲
  • 中東

第 8 章。

• 概述
• 各公司的市場排名
• 主要發展策略

第九章 公司簡介

• 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 章附錄

• 相關研究

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