Home Reports Digital Out-of-Home Market

About The Report

    Methodology

    Introduction

    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.

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

    By Platform:

    • Digital Billboard & Signage (DBB)
    • Digital Place-based Networks (DPN)

    By Industry:

    • Retail
    • Corporate & Government
    • Healthcare
    • Hospitality
    • Transportation
    • Entertainment
    • BFSI
    • Education
    • Others

    By 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
      • Nordic
      • 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
      • China
    • Japan
    • MEA
      • GCC Countries
      • Turkey
      • South Africa
      • North Africa
      • Rest of MEA

    Frequently Asked Questions

    How is the Digital Out-of-Home Market Growing?

    The digital out-of-home market is predicted to grow at 11.6% CAGR through 2032.

    Which Region Holds the Highest Revenue Potential in the Digital Out-of-Home Market?

    North America digital out-of-home market holds the highest revenue potential, with a market share of 21.7% in 2022.

    What is the Future Scope of Growth for the Digital Out-of-Home Market?

    The digital out-of-home market is expected to surpass USD 70.15 Bn by 2032.

    What is the Current Digital Out-of-Home Market Size?

    The digital out-of-home market size is anticipated to be over USD 23.41 Bn in 2022.

    Table of Content

    • 1. Executive Summary
    • 2. Market Introduction
    • 3. Market Background
    • 4. Market Forecast
    • 5. Global Digital-Out-of-Home Market Analysis By Platform
      • 5.1. Digital Billboard & Signage (DBB)
      • 5.2. Digital Place-based Networks (DPN)
    • 6. Global Digital-Out-of-Home Market Analysis By Industry
      • 6.1. Retail
      • 6.2. Corporate & Government
      • 6.3. Healthcare
      • 6.4. Hospitality
      • 6.5. Transportation
      • 6.6. Entertainment
      • 6.7. BFSI
      • 6.8. Education
      • 6.9. Others
    • 7. Global Digital-Out-of-Home Market Analysis By Region
      • 7.1. North America
      • 7.2. Latin America
      • 7.3. Western Europe
      • 7.4. Eastern Europe
      • 7.5. South East Asia and Others of Asia Pacific
      • 7.6. China
      • 7.7. Japan
      • 7.8. Middle East & Africa (MEA)
    • 8. North America Digital-Out-of-Home Market Analysis
    • 9. Latin America Digital-Out-of-Home Market Analysis
    • 10. Western Europe Digital-Out-of-Home Market Analysis
    • 11. Eastern Europe Digital-Out-of-Home Market Analysis
    • 12. South East Asia and Others of Asia Pacific Digital-Out-of-Home Market Analysis
    • 13. China Digital-Out-of-Home Market Analysis
    • 14. Japan Digital-Out-of-Home Market Analysis
    • 15. Middle East and Africa Digital-Out-of-Home Market Analysis
    • 16. Market Structure Analysis
    • 17. Competition Analysis
      • 17.1. JCDecaux
      • 17.2. Lamar Advertising Company
      • 17.3. Clear Channel Outdoor
      • 17.4. oOh!Media Ltd.
      • 17.5. Ströer SE & Co. KGaA
      • 17.6. Outfront Media, Inc.
      • 17.7. APN Outdoor Group Ltd.
      • 17.8. Focus Media Co. Ltd.
      • 17.9. Exterion Media Group
      • 17.10. BroadSign International LLC
      • 17.11. Asiaray Media Group Ltd.
    • 18. Research Methodology
    Request Detailed TOC

    List of Tables

    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

    List of Figures

    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

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