According to the report by Expert Market Research (EMR), the global digital OOH market size is projected to grow at a CAGR of 12% between 2024 and 2032. Aided by the escalating demand for innovative advertising mediums and the integration of advanced technologies, the market is expected to grow significantly by 2032.
Digital out-of-home advertising is a dynamic and impactful form of marketing that leverages digital screens placed in public spaces to display promotional content. These include digital billboards, transit displays, and screens in high-traffic areas like malls, airports, and city centres. The unique advantage of DOOH lies in its ability to capture the attention of a wide audience through eye-catching visuals and real-time content updates.
The primary driver of the global digital OOH market growth is the increasing demand for effective and engaging advertising solutions. In an age where traditional advertising mediums are often overlooked or ignored, DOOH stands out with its ability to capture attention and deliver tailored messages to specific demographics. The rise of smart cities and the expansion of public infrastructure have further facilitated the proliferation of DOOH advertising.
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Another significant factor contributing to the digital OOH market size is the rapid advancement in technology. The integration of Artificial Intelligence (AI), the Internet of Things (IoT), and data analytics has transformed DOOH advertising, enabling advertisers to deliver more personalised and interactive content. These technological innovations have enhanced the effectiveness of DOOH campaigns, making them more appealing to advertisers.
As per the digital OOH market analysis, the transportation sector, including airports, bus stops, and subway stations, is a major area of application for DOOH advertising. The high foot traffic in these areas provides an ideal platform for advertisers to reach a broad and diverse audience. Similarly, retail environments like shopping malls are leveraging DOOH to enhance customer engagement and drive sales.
Regionally, North America dominates the global DOOH market, attributed to the presence of leading advertising companies and the widespread adoption of advanced technologies in the region. However, factors such as urbanisation, technological advancements, and increasing investments in public infrastructure in countries like China, India, and Japan, are making Asia-Pacific a rapidly growing region, further contributing to the digital OOH market demand.
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Digital OOH Market Segmentation
The market can be divided based on format type, application, end use, and region.
Market Breakup by Format Type
- Digital Billboards
- Video Advertising
- Ambient Advertising
- Others
Market Breakup by Application
- Indoor
- Outdoor
Market Breakup by End Use
- Automotive
- BFSI
- Entertainment
- Food and Beverages
- Personal Care and Households
- Retail
- Telecom
- Others
Market Breakup by Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Competitive Landscape
The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global digital OOH market. Some of the major players explored in the report by Expert Market Research are as follows:
- JCDecaux SA
- Clear Channel Outdoor Holdings Inc. (NYSE: CCO)
- Lama Advertising Company
- Outfront Media Inc
- Daktronics Inc.
- Prismview LLC NEC Display Solutions Ltd.
- oOhmedia! Ltd.
- Ströer SE & Co. KGaA
- Others
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