Digital Ooh Market Overview
As per MRFR analysis, the Digital Ooh Market Size was estimated at 4.92 (USD Billion) in 2022.
The Digital Ooh Market Industry is expected to grow from 5.63(USD Billion) in 2023 to 18.7 (USD Billion) by 2032. The Digital Ooh Market CAGR (growth rate) is expected to be around 14.27% during the forecast period (2024 - 2032).
Key Digital Ooh Market Trends Highlighted
Key drivers fueling the growth of the Digital Ooh Market include the increasing adoption of digital technologies and growing demand for personalized and targeted advertising. Rise of connected devices and the proliferation of data analytics capabilities are empowering advertisers to deliver contextually relevant and impactful campaigns. Moreover, advancements in artificial intelligence and machine learning technologies are enabling the optimization of ad placements and maximizing campaign effectiveness. Emerging opportunities in the digital OOH market revolve around the integration with programmatic advertising platforms. This allows for real-time bidding and automated campaign management, enhancing efficiency and targeting capabilities.
Additionally, the convergence of digital OOH with mobile marketing presents cross-platform opportunities for advertisers to engage consumers across multiple channels. Recent trends in the digital OOH market indicate a shift towards audience measurement and attribution. Advertisers are seeking verifiable metrics to measure the impact of their campaigns, leading to the adoption of data-driven decision-making. Furthermore, the focus on sustainability and environmental considerations is important for the adoption of energy-efficient digital OOH displays.
Figure1: Digital Ooh Market, 2018 - 2032 (USD Billion)
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Digital Ooh Market Drivers
Rising Demand for Targeted Advertising
Outdoor advertisements are those seen on screens in various places along the roadside, such as on billboards and public places. The platform helps precipitate events instead of placing screens along highways. The advertisement channel means that the adverts would be seen by as many people as they will be passing wherever. Several other factors determine if the people are reaching the target audience. Some of the target audiences who can be reached via these means include People in Airports or Shopping malls since they are places where people are usually found.
A high percentage of them view the screen. Another target audience that can be reached is people in bus parks or train stations. Examples of flights include Murtala Muhammed International Airport and the local airport in Lagos, Nnamdi Azikiwe Airport and motor park in Durban, the Cairo, Egypt bus station, and the Oshodi bus park in Lagos. Examples of train stations are the ones in Cape Town, South Africa and in Lagos.
Technological Advancements and Innovation
The Digital Ooh Market Industry The Industry for global digital out-of-home market is ever-evolving, thanks to fast-paced technological advancements and innovations. The introduction and adoption of artificial intelligence coupled with machine learning as part of the DOOH platforms have transformed how advertisers plan, execute, and track their campaigns. Thanks to AI, platforms running DOOH can analyze a variety of data from target audiences to optimize ad deliveries in real time.
This way, the platform knows who to display an ad to, where, and when. Furthermore, there is an ever-growing number of interactive DOOH technologies, including but not limited to touchscreens and AR, which enhance the user's journey and offer better opportunities for brands to interact with target audiences.
Growing Adoption in Developing Markets
The Digital Ooh Market Industry accounts for significant growth, specifically in developing markets such as Asia-Pacific. In these regions, the rapid urbanization coupled with burgeoning disposable income continues to provide fertile conditions for the adoption of DOOH. The growth of digital infrastructure, including 5-G networks, is an added factor that is anticipated to boost the growth of DOOH. Further, DOOH industry players' are leveraging these changes to provide affordable and accessible DOOH solutions to interested advertisers.
Digital Ooh Market Segment Insights
Digital Ooh Market Technology Insights
The Digital Ooh Market is divided by Technology into LED Displays, LCD Displays, Projection Mapping, Holographic Displays, and Interactive Displays. According to the report, in 2023, LED Displays held the largest market share and will retain leadership throughout our forecast period due to high brightness, energy efficiency, and long lifespans. LCD Displays are another popular media technology characterized by good picture quality and cost-effectiveness. Projection mapping has become popular due to the exceptional experience and feeling of involvement in the large-scale implementation of Ooh advertising.
Holographic Displays are applied to a lesser extent because of their high costs. However, technology is currently one of the most rapidly developing sectors of Ooh due to its ability to create beautiful and interactive advertising. The last technology is interactive displays, which allow the viewer to interact with the image. This form is beneficial for advertising and data collection. In particular, the Digital Ooh Market revenue is expected to reach USD 7.89 Billion by 2024 with a CAGR of 15.4% for the period from 2023 to 2032.
The corresponding numbers for LCD Displays are USD 5.32 Billion and 13.6%. The future market value of Projection Mapping is forecasted to constitute USD 3.16 Billion with a CAGR of 17.2%. When speaking about Holographic Displays, its value in 2024 will reach only USD 1.45 Billion. However, the dynamics will be the most positive as well as that of Interactive Film, constituting USD 2.63 Billion with a CAGR of 16.5%. This branch of technology is growing due to the increase in digital advertising spending, technological development, and the continuous spread of Ooh technology.
This analog demonstrates high efficiency and is highly appreciated by companies that want to reach the target audience in a timely fashion with flexible and effective content.
Figure2: Digital Ooh Market, By Technology, 2023 & 2032 (USD billion)
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Digital Ooh Market Outdoor Media Format Insights
How significant is the contribution of the Outdoor Media Format segment to the Global Digital OOHS? Billboards are the dominant format, and they comprise a significant share of the revenue. Street Furniture is another high-revenue segment that provides opportunities for targeted advertising in high-traffic areas. Products such as bus shelters or benches are used in urban points. Transit offers opportunities targeted at the commute audience, while Stadium provides high-traffic opportunities, especially in popular games. Airports offer an audience group with no destination and are waiting to be captured, hence attracting high-traffic advertisements. It is projected that the Global Digital OOHS revenue for Outdoor Media Format will continue to increase due to the growing digitalization and the desire for targeted advertising.
Digital Ooh Market Application Insights
The Application segment in the Digital Ooh Market is segmented into Advertising, Brand Promotion, Event Promotion, Public Service Announcements, and Navigation. Advertising holds the largest market share due to the increasing demand for digital out-of-home advertising solutions to reach a wider audience and create a more engaging experience. Brand Promotion is another major application, as businesses use digital ooh displays to build brand awareness and promote their products and services. Event Promotion is also a significant application, as organizers use digital ooh displays to promote upcoming events and attract attendees. Public Service Announcements are another important application, as government agencies and non-profit organizations use digital ooh displays to raise awareness for important issues and promote social causes. Navigation is also a growing application, as digital ooh displays are used to provide real-time traffic updates and directions to drivers.
Digital Ooh Market Display Type Insights
The Digital Ooh Market is segmented by display type into static, dynamic, interactive, and augmented reality. The static display type segment accounted for the largest share of the market in 2023 and is expected to continue to grow at a steady pace over the forecast period. The dynamic display type segment is expected to grow at a faster pace than the static display type segment as advertisers increasingly adopt digital signage solutions that can be updated in real time. The interactive display type segment is expected to grow at a significant pace as consumers increasingly engage with digital signage that allows them to interact with content.
The augmented reality display type segment is expected to grow at a rapid pace as advertisers increasingly adopt AR technology to create immersive and engaging experiences for consumers.
Digital Ooh Market Data Analytics Insights
The Data Analytics segment of the Digital Ooh Market is poised for significant growth in the coming years. The increasing demand for real-time data and insights is driving the adoption of data analytics solutions in the Digital Ooh Market. In 2023, the Data Analytics segment was valued at USD 1.23 billion and is projected to reach USD 3.45 billion by 2032, exhibiting a CAGR of 12.7%. Audience Measurement tools provide valuable insights into audience demographics, behavior, and engagement, enabling advertisers to tailor their campaigns more effectively.
Campaign Performance Tracking solutions allow advertisers to monitor the performance of their campaigns in real time, optimizing them for maximum impact. Real-time measurement technologies provide immediate feedback on campaign performance, allowing advertisers to make adjustments on the fly. Audience Engagement Analysis tools help advertisers understand how their campaigns are resonating with audiences, enabling them to create more engaging and effective content. The adoption of data analytics solutions is expected to be driven by the growing need for accountability and transparency in the Digital Ooh Market. Advertisers are increasingly demanding data-driven insights to justify their investments and optimize their campaigns. As a result, the Data Analytics segment is expected to witness continued growth in the coming years.
Digital Ooh Market Regional Insights
Digital Ooh Market revenue is segmented into North America, Europe, APAC, South America, and MEA. North America is the largest region, accounting for USD 2.2 billion in 2023, and is expected to grow at a CAGR of 13.5% to reach USD 5.1 billion by 2032. Europe is the second-largest region, with a market size of USD 1.5 billion in 2023, and is projected to grow at a CAGR of 14.1% to reach USD 3.4 billion by 2032. APAC is the fastest-growing region, with a market size of USD 1.2 billion in 2023, and is expected to grow at a CAGR of 15.2% to reach USD 3.2 billion by 2032.
South America and MEA are smaller markets, with market sizes of USD 0.4 billion and USD 0.3 billion in 2023, respectively. These regions are expected to grow at CAGRs of 14.6% and 13.9%, respectively, to reach USD 0.9 billion and USD 0.7 billion by 2032.
Figure3: Digital Ooh Market, By Regional, 2023 & 2032 (USD billion)
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Digital Ooh Market Key Players And Competitive Insights
IntroductionLeading adversaries in the Digital Ooh Market are working on upgrading their position by implementing advanced technologies. Partnerships, acquisitions, and mergers represent the most widely used strategies to enlarge market share and improve competencies. The competitive environment is generally described through high-level rivalry with prominent players working on achieving market domination. Crucial industry participants in the Digital Ooh Market distinguish themselves by implementing a number of strategic efforts, enabling them to develop advanced advertising solutions and employ sophisticated means of measurement. Importantly, to consolidate their advantages, the leading Digital Ooh Market players are putting substantial efforts into research and development activities.
BroadsignOne of the most significant players in the Digital Ooh Market, shedding light on the point mentioned above, Broadsign succeeded in building a strong position, offering their clients an extensive range of digital signage solutions. The company's approach to innovation enabled Broadsign to design advanced offerings, such as the programmatic platform, which enhances opportunities for advertisers to automatize and optimize their campaigns. Their dominant position in the industry was, among other aspects, achieved thanks to their global reach and strong partnerships with the most prominent media owners. Thus, this particular player is working within the Digital Ooh Market as a whole, focusing on large-scale and innovative acquisition activities.
Vistar MediaA Digital Ooh Market, as a highly competitive domain, can be discussed through the prism of innovations, taking into account the extensive focus on data processing means and sophisticated real-time advertising. Vistar Media can be rightfully referred to as one of the most significant players in this field, with over 18 resources to help you cite all sources in IEEE. The company's proprietary technology is used to collect and process the information, which later enables clients to make appropriately weighing decisions concerning their campaigns. Vistar Media's work within the Digital Ooh Market represents a set of innovative technologies that have a large share in the company's business.
Key Companies in the Digital Ooh Market Include
- Real Digital Media
- Ocean Outdoor
- OUTFRONT Media
- Yume Brands
- Lightbox OOH
- Daktronics
- Clear Channel Outdoor
- LinkNYC
- JCDecaux
- Lamar Advertising
- YESCO
- DynaScan Technologies
- Vistar Media
- Ayuda Media Systems
Digital Ooh Market Industry Developments
Recent news and current affairs in the global Digital Out-of-Home (DOOH) market indicate a surge in demand for data-driven and interactive advertising solutions. The market is witnessing a rise in programmatic DOOH, allowing advertisers to target specific audiences based on demographics, location, and behavior. Additionally, the integration of artificial intelligence (AI) and machine learning (ML) is enhancing campaign performance and optimizing ad spending. The adoption of 5G technology is further fueling the growth of DOOH, enabling faster data transfer and seamless streaming of high-quality content. Notably, the increasing focus on sustainability is driving the adoption of energy-efficient DOOH solutions, reducing environmental impact.
Digital Ooh Market Segmentation Insights
Digital Ooh Market Technology Outlook
- LED Displays
- LCD Displays
- Projection-Mapping
- Holographic Displays
- Interactive Displays
Digital Ooh Market Outdoor Media Format Outlook
- Billboards
- Street Furniture
- Transit Shelters
- Stadium Screens
- Airport Displays
Digital Ooh Market Application Outlook
- Advertising
- Brand Promotion
- Event Promotion
- Public Service Announcements
- Navigation
Digital Ooh Market Display Type Outlook
- Static
- Dynamic
- Interactive
- Augmented Reality
Digital Ooh Market Data Analytics Outlook
- Audience Measurement
- Campaign Performance Tracking
- Real-Time Measurement
- Audience Engagement Analysis
Digital Ooh Market Regional Outlook
- North America
- Europe
- South America
- Asia Pacific
- Middle East and Africa
| Report Attribute/Metric |
Details |
| Market Size 2022 |
4.92 (USD Billion) |
| Market Size 2023 |
5.63 (USD Billion) |
| Market Size 2032 |
18.7 (USD Billion) |
| Compound Annual Growth Rate (CAGR) |
14.27% (2024 - 2032) |
| Report Coverage |
Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| Base Year |
2023 |
| Market Forecast Period |
2024 - 2032 |
| Historical Data |
2019 - 2023 |
| Market Forecast Units |
USD Billion |
| Key Companies Profiled |
Real Digital Media, Ocean Outdoor, OUTFRONT Media, Yume Brands, Lightbox OOH, Daktronics, Clear Channel Outdoor, LinkNYC, JCDecaux, Lamar Advertising, YESCO, DynaScan Technologies, Vistar Media, Ayuda Media Systems |
| Segments Covered |
Technology, Outdoor Media Format, Application, Display Type, Data Analytics, Regional |
| Key Market Opportunities |
1 Programmatic Advertising2 DataDriven Campaigns3 Audience Targeting4 CrossChannel Integration5 Immersive Experiences |
| Key Market Dynamics |
Rising urban population Increasing advertising expenditure Technological advancements Adoption of data-driven campaigns Growth in retail and entertainment sectors |
| Countries Covered |
North America, Europe, APAC, South America, MEA |
Frequently Asked Questions (FAQ) :
The Digital Ooh Market is expected to reach a valuation of USD 5.63 billion in 2023 and is projected to expand at a CAGR of 14.27%, reaching USD 18.7 billion by 2032.
The growth of the Digital Ooh Market is primarily driven by increasing demand for digital signage in various commercial and public spaces, rising adoption of programmatic advertising, and the growing popularity of data-driven marketing campaigns.
North America is expected to dominate the Digital Ooh Market throughout the forecast period, owing to the presence of a large number of established players, high adoption of advanced technologies, and favorable government regulations.
Digital Ooh finds applications in various sectors, including retail, transportation, healthcare, education, and hospitality, among others.
Prominent players in the Digital Ooh Market include Clear Channel Outdoor, JCDecaux, Lamar Advertising, Outfront Media, and Steer, among others.
Emerging markets, advancements in digital signage technologies, and the integration of artificial intelligence and machine learning present significant growth opportunities for the Digital Ooh Market.
The Digital Ooh Market faces challenges such as regulatory restrictions, privacy concerns, and competition from traditional advertising channels.
Key trends shaping the Digital Ooh Market include the adoption of programmatic advertising, data-driven marketing, and the integration of interactive technologies.
The Digital Ooh Market is projected to expand at a CAGR of 14.27% from 2024 to 2032.
The Digital Ooh Market is forecast from 2024 to 2032.
