Digital Out-of-Home or digital-out-of-home refers to the digital outdoor media used for advertising outside the home. It includes a digital display, digital billboard or digital signage that changes the advertising content remotely with the use of LED and screen technology. Digital-Out-of-Home consists of two platforms that effectively enable the outdoor advertising of various brands.
Digital-out-of-home platforms are digital billboards & signages and digital place-based networks. Digital billboards are electronic display systems that display images, videos and animations of brands across different end-use industries for digital-out-of-home advertising.
The digital place-based networks integrate targeted information content with advertising narrowcast through digital interfaces or display screens in place-based venues such as retail outlets, airports, malls, transit, bus shelters and roadsides, among others. These platforms in digital-out-of-home advertising are creating growth opportunities for the digital-out-of-home market.
In the coming years, digital-out-of-home advertising will be dependent upon improved audience measurements such as location-based data, weather forecasts and live news by using advanced attribution tools. Digital-out-of-home advertising is unlocking various opportunities for advertisers to reach the target audience more effectively.
Digital out-of-home also plays a vital role in smart city projects. The full-motion digital locations linked with Wi-Fi technology are equipped with facial recognition technology to offer connectivity to mobile audiences.
With the advancement of mobile-based digital networks, digital-out-of-home advertisers are extending location-based advertisements to engage customers from anywhere. Due to advancements in digital-out-of-home technologies, digital-out-of-home is transforming traditional outdoor advertising.
There is a rise in the usage of digital screens at airports globally, as they attract the attention of the target audience. These digital screens display the advertisements of brands and real-time news, weather and entertainment that draws the attention of travellers at airports.
Moreover, factors such as long dwell time, business class travellers, frequent flyers, etc. create opportunities for advertisers to offer repeated exposure of their brands as the travellers are forced to spend hours waiting for their flights. These factors are contributing to the growth of the digital-out-of-home market.
Revenue generated by the global digital-out-of-home market is estimated to exhibit a double-digit CAGR and reach USD 12,365.6 Mn by 2028. Based on the platform, the digital-out-of-home in digital billboards & signages (DBB) segment is estimated to hold the largest share in 2028. Moreover, the digital billboards & signages (DBB) are expected to exhibit the highest CAGR in the platform segment.
Based on industry, the digital-out-of-home in the retail segment is estimated to hold approximately 16.1% of the market share in 2028. However, the transportation segment is estimated to exhibit a high CAGR of 12.0% during the forecast period.
The digital-out-of-home market in MEA is expected to witness the highest growth in the global digital-out-of-home market owing to the increasing adoption of advanced interactive technologies and the rise in the usage of Augmented Reality (AR) & Virtual Reality (VR) in digital-out-of-home advertising.
These AR & VR technologies are integrated in digital-out-of-home solutions to create an immersive and interactive advertisements for audiences, which enhance consumer experiences and engage the target audience effectively. Thus, the introduction of AR and VR technologies in digital-out-of-home advertising is expected to create incremental opportunities for the digital-out-of-home market.
Some of the key vendors in the digital-out-of-home market are JCDecaux, Lamar Advertising Company, Clear Channel Outdoor, and oOh!Media Ltd., Ströer SE & Co. KGaA, Outfront Media, Inc., APN Outdoor Group Ltd., Focus Media Co. Ltd., Exterion Media Group, BroadSign International LLC and Asiaray Media Group Ltd.
For instance, in July 2018, Lamar Advertising Company entered into a partnership with Wieden-Kennedy, OMA, Clear Channel Outdoor and Wow Media to launch a digital-out-of-home campaign for the Los Angeles International Airport. The digital billboards in the campaign use dynamic data from real-time flights and display the content when the passengers leave the airport.
This digital-out-of-home campaign displayed vouchers to passengers of Delta Airlines In October 2017, ELAN Media, one of the leading companies that specialise in innovation communication and advertising, entered into a partnership with Quividi, an audience analytics provider.
Through this partnership, both companies introduced anonymous video analytics technology (AVA) that enables ELAN Media to precisely measure the audience of their digital-out-of-home assets in real time.
In April 2018, JCDecaux Australia entered into a partnership with Seedooh, a campaign delivery reporting platform provider. Through this partnership, Seedooh’s reporting and verification platform will be integrated into the JCDecaux system to provide real-time delivery data for digital-out-of-home campaigns.
In October 2017, Lamar Advertising Company agreed with Ultravision International, a manufacturer of LED displays and LED lighting, to purchase LED billboard lights and modular LED display panels from Ultravision.
Table 01: Global Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 02: Global Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 03: Global Digital-Out-of-Home Market Value (US$ Mn) Analysis by Region, 2013-2028
Table 04: North America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 05: North America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 06: North America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 07: Latin America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 08: Latin America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 09: Latin America Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 10: Western Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 11: Western Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 12: Western Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 13: Eastern Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 14: Eastern Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 15: Eastern Europe Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 16: SEA & Others of Asia Pacific Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 17: SEA & Others of Asia Pacific Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 18: SEA & Others of Asia Pacific Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 19: China Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 20: China Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 21: Japan Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 22: Japan Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Table 23: MEA Digital-Out-of-Home Market Value (US$ Mn) Analysis by Country, 2013-2028
Table 24: MEA Digital-Out-of-Home Market Value (US$ Mn) Analysis by Platform, 2013-2028
Table 25: MEA Digital-Out-of-Home Market Value (US$ Mn) Analysis by Industry, 2013-2028
Figure 01: Global Digital-Out-of-Home Market Value (US$ Mn), 2018-2028
Figure 02: Global Digital-Out-of-Home Market Size (US$ Mn) and Y-o-Y Growth Rate From 2018-2028
Figure 03: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn), 2018-2028
Figure 04: Global Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 05: Global Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 06: Global Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 07: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Digital Billboard & Signage Segment
Figure 08: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Digital Place-based Networks Segment
Figure 09: Global Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 10: Global Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 11: Global Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 12: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Retail Segment
Figure 13: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Corporate & Government Segment
Figure 14: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Healthcare Segment
Figure 15: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Hospitality Segment
Figure 16: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Transportation Segment
Figure 17: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Entertainment Segment
Figure 18: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by BFSI Segment
Figure 19: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Education Segment
Figure 20: Global Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn) by Others Segment
Figure 21: Global Digital-Out-of-Home Market Share and BPS Analysis by Region - 2018 & 2028
Figure 22: Global Digital-Out-of-Home Market Attractiveness Analysis by Region, 2018-2028
Figure 23: Global Digital-Out-of-Home Market Y-o-Y Growth by Region, 2018-2028
Figure 24: North America Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 25: Latin America Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 26: Western Europe Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 27: Eastern Europe Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 28: SEA & Others of Asia Pacific Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 29: China Digital-Out-of-Home Market Absolute $ Opportunity (US$ Mn)
Figure 30: Japan Digital-Out-of-Home Market Absolute $ Opportunity
Figure 31: MEA Digital-Out-of-Home Market Absolute $ Opportunity
Figure 32: North America Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 33: North America Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 34: North America Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 35: North America Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 36: North America Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 37: North America Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 38: North America Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 39: North America Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 40: North America Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 41: North America Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 42: North America Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 43: Latin America Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 44: Latin America Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 45: Latin America Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 46: Latin America Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 47: Latin America Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 48: Latin America Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 49: Latin America Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 50: Latin America Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 51: Latin America Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 52: Latin America Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 53: Latin America Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 54: Western Europe Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 55: Western Europe Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 56: Western Europe Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 57: Western Europe Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 58: Western Europe Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 59: Western Europe Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 60: Western Europe Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 61: Western Europe Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 62: Western Europe Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 63: Western Europe Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 64: Western Europe Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 65: Eastern Europe Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 66: Eastern Europe Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 67: Eastern Europe Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 68: Eastern Europe Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 69: Eastern Europe Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 70: Eastern Europe Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 71: Eastern Europe Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 72: Eastern Europe Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 73: Eastern Europe Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 74: Eastern Europe Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 75: Eastern Europe Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 76: SEA & Others of Asia Pacific Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2028
Figure 77: SEA & Others of Asia Pacific Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 78: SEA & Others of Asia Pacific Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 79: SEA & Others of Asia Pacific Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 80: SEA & Others of Asia Pacific Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 81: SEA & Others of Asia Pacific Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 82: SEA & Others of Asia Pacific Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 83: SEA & Others of Asia Pacific Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 84: SEA & Others of Asia Pacific Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 85: SEA & Others of Asia Pacific Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 86: SEA & Others of Asia Pacific Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 87: China Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 88: China Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 89: China Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 90: China Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 91: China Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 92: China Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 93: China Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 94: China Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 95: Japan Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 96: Japan Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 97: Japan Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 98: Japan Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 99: Japan Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 100: Japan Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 101: Japan Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 102: Japan Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
Figure 103: MEA Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2013-2017
Figure 104: MEA Digital-Out-of-Home Market Value (US$ Mn) Forecast, 2018-2028
Figure 105: MEA Digital-Out-of-Home Market: BPS Analysis by Country - 2018 & 2028
Figure 106: MEA Digital-Out-of-Home Market: Y-o-Y Growth Comparison by Country, 2018 - 2028
Figure 107: MEA Digital-Out-of-Home Market: Market Attractiveness by Country
Figure 108: MEA Digital-Out-of-Home Market Share and BPS Analysis by Platform - 2018 & 2028
Figure 109: MEA Digital-Out-of-Home Market Y-o-Y Growth by Platform, 2018-2028
Figure 110: MEA Digital-Out-of-Home Market Attractiveness Analysis by Platform, 2018-2028
Figure 111: MEA Digital-Out-of-Home Market Share and BPS Analysis by Industry - 2018 & 2028
Figure 112: MEA Digital-Out-of-Home Market Y-o-Y Growth by Industry, 2018-2028
Figure 113: MEA Digital-Out-of-Home Market Attractiveness Analysis by Industry, 2018-2028
The digital out-of-home market is predicted to grow at 11.6% CAGR through 2032.
North America digital out-of-home market holds the highest revenue potential, with a market share of 21.7% in 2022.
The digital out-of-home market is expected to surpass USD 70.15 Bn by 2032.
The digital out-of-home market size is anticipated to be over USD 23.41 Bn in 2022.
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