Digital Out-of-Home Market

An Incisive, In-depth Analysis on the Digital Out Of Home Market

This study offers a comprehensive, 360 degree analysis on the Digital Out Of Home market, bringing to fore insights that can help stakeholders identify the opportunities as well as challenges. It tracks the global Digital Out Of Home market across key regions, and offers in-depth commentary and accurate quantitative insights. The study also includes incisive competitive landscape analysis, and provides key recommendations to market players on winning imperatives and successful strategies.

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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, the digital-out-of-home advertising will be dependent upon improved audience measurement such as location-based data, weather forecast 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 the 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 the 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 US$ 12,365.6 Mn by 2028. On the basis of platform, 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) is expected to exhibit the highest CAGR in the platform segment. On the basis of industry, the digital-out-of-home in retail segment is estimated to hold approximately 16.1% of the market share in 2028. However, the transportation segment is estimated to exhibit high CAGR of 12.0% during the forecast period.

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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 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 immersive and interactive advertisement 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, 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 partnership with Wieden-Kennedy, OMA, Clear Channel Outdoor and Wow Media with an objective 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 partnership with Quividi, an audience analytics provider. Through this partnership, both the 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 fordigital-out-of-home campaigns.

In October 2017, Lamar Advertising Company entered into an agreement with Ultravision International, a manufacturer of LED displays and LED lighting, with an objective to purchase LED billboard lights and modular LED display panels from Ultravision.

Report Synopsis

Future Market Insights (FMI) offers a 10-year forecast for the global digital-out-of-home market between 2018 and 2028. In terms of value, the market is expected to register a CAGR of 11.0% during the forecast period. This study demonstrates the digital-out-of-home market dynamics and trends globally across eight regions: North America, Latin America, Western Europe, Eastern Europe, SEA & others in Asia Pacific, Japan, China and MEA, which influence the current nature and future status of the digital-out-of-home market over the forecast period.

Report Description

The digital-out-of-home research report provides a detailed analysis of the digital-out-of-home market and offers insights on the various factors driving the popularity of digital-out-of-home and its features. The digital-out-of-home report includes an extensive analysis of key industry drivers, restraints, market trends and market structure. The digital-out-of-home market study provides a comprehensive assessment of stakeholder strategies and imperatives for succeeding in the business. The digital-out-of-home report segregates the market based on the platform and industries across different regions globally.

The digital-out-of-home market is anticipated to witness moderate revenue growth during the forecast period owing to an increase in the adoption of interactive technologies such as audience analytics, face tracking, recognition software and increased penetration of smartphones.

The digital-out-of-home report starts with an overview of the digital-out-of-home market in terms of value. In addition, this section includes an analysis of key trends, drivers and restraints from the supply, demand and economy side, which are influencing the digital-out-of-home market. The global digital-out-of-home market is segmented on the basis of platform, industry and region.

On the basis of platform, the digital-out-of-home market is segmented into Digital Billboards (DBB) & Signages and Digital Place-Based Networks (DPN). On the basis of industry, the digital-out-of-home market is segmented into retail, corporate & government, healthcare, hospitality, transportation, entertainment, BFSI, education and others.

A detailed analysis has been provided for every segment of the digital-out-of-home market in terms of market size analysis for the digital-out-of-home market across the different regions. This section provides a detailed analysis that covers the key trends in the global digital-out-of-home market.

The next section in the digital-out-of-home market highlights a detailed analysis of the digital-out-of-home market across various countries in the region. It provides a market outlook for 2018–2028 and sets the forecast within the context of the digital-out-of-home market, which includes latest technological developments as well as offerings in the market. This study discusses the key trends within countries contributing to growth of the market as well as analyses degree at which drivers are influencing this market in each region. Key regions and countries assessed in this report include North America (U.S., Canada), Latin America (Brazil, Mexico & Rest of Latin America), Western Europe (Germany , France, UK, Italy, Spain, Benelux & Rest of Western Europe), Eastern Europe (Russia, Poland & Rest of Eastern Europe), SEA and others in Asia Pacific (India, Australia & New Zealand, ASEAN & Rest of SEA), Japan, China and MEA (GCC Countries, Turkey, South Africa, North Africa & Rest of MEA). This report evaluates the present scenario and the growth prospects of the digital-out-of-home market across various regions globally for the period 2018 –2028. We have considered 2017 as the base year and provided data for the remaining 12 months.

To offer an accurate forecast, we started by sizing the current market, which forms the basis of how the digital-out-of-home market will grow in the future. Given the characteristics of the market, we have triangulated the outcome of different types of analysis based on the technology trends.

As previously highlighted, the global digital-out-of-home market is split into a number of segments. All segments in terms of platform, industry and different regions are analysed in terms of basis points to understand the relative contributions of an individual segment to market growth. This detailed level of information is important for the identification of various key trends of the global digital-out-of-home market.

Another key feature of this report is the analysis of all key segments in terms of absolute dollar opportunity. This is traditionally overlooked while forecasting the market. However, absolute dollar opportunity is critical in assessing the level of opportunity that a provider can look to achieve, as well as to identify potential resources from a sales and delivery perspective in the global digital-out-of-home market.

In the final section of the report, we have included a competitive landscape to provide clients a dashboard view based on the categories of providers in the value chain, their presence in the digital-out-of-home portfolio and key differentiators. This section is primarily designed to provide clients an objective and detailed comparative assessment of key digital-out-of-home providers specific to a market segment in the digital-out-of-home supply chain and the potential players for the same. Report audiences can gain segment-specific vendor insights to identify and evaluate key competitors based on in-depth assessment of capabilities and success in the marketplace. Detailed profiles of digital-out-of-home providers are also included in the scope of the report to evaluate their long-term and short-term strategies, key offerings and recent developments in the digital-out-of-home market space. Some of the key competitors covered in the digital-out-of-home market include JCDecaux, Lamar Advertising Company, Clear Channel Outdoor, 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.

Key Segments Covered in Digital-Out-of-Home Market

Platform
- Digital Billboard & Signage (DBB)
- Digital Place-based Networks (DPN)
Industry
- Retail
- Corporate & Government
- Healthcare
- Hospitality
- Transportation
- Entertainment
- BFSI
- Education
- Others

Key Regions covered:

North America
- U.S.
- Canada
Latin America
- Brazil
- Mexico
- Rest of Latin America
Western Europe
- Germany
- France
- U.K.
- Spain
- Italy
- Benelux
- Rest of Western Europe
Eastern Europe
- Russia
- Poland
- Rest of Eastern Europe
SEA and other of APAC
- India
- Australia & New Zealand
- ASEAN
- Rest of APAC