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Digital Out of Home (OOH) Advertising Market Size (2024 - 2029)

The digital out-of-home advertising market is experiencing significant growth, driven by its cost-effectiveness and ability to reach diverse audiences. The market's expansion is further supported by increased urbanization, infrastructure development, and rising outdoor advertising expenditures across various industries. This advertising medium enhances brand awareness and complements other channels, making it increasingly popular. However, challenges such as the impact of COVID-19 on demand and workforce availability, along with advertising cost volatility, may pose obstacles to market growth.

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Market Size of Digital Out of Home (OOH) Advertising Industry

Digital Out of Home Advertising (OOH) Market Summary
Study Period 2019 - 2029
Market Size (2024) USD 23.06 Billion
Market Size (2029) USD 46.79 Billion
CAGR (2024 - 2029) 15.20 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Digital Out of Home Advertising (OOH) Market Major Players

*Disclaimer: Major Players sorted in no particular order

Digital Out of Home (OOH) Advertising Market Analysis

The Digital Out of Home Advertising Market size is estimated at USD 23.06 billion in 2024, and is expected to reach USD 46.79 billion by 2029, growing at a CAGR of 15.20% during the forecast period (2024-2029).

  • As digital out-of-home advertisements are a cost-effective way for commercials to reach a wide range of audiences, their utilization is significant and growing, driving market expansion during the forecast period.
  • Furthermore, increased urbanization and infrastructure development worldwide are expected to drive market growth during the forecast period. Again, growing expenditure on outdoor advertising by various industries is propelling market expansion because of its ability to show several advertisements on a single screen.
  • Digital outdoor advertising is getting popular in the advertising world since it raises brand awareness among consumers and complements the brand's advertising campaigns on other channels, which are expected to drive market growth. Furthermore, as people spend more time outside their offices and homes, out-of-home advertising allows companies to reach a large number of people regularly and quickly, boosting the market growth during the projection period.
  • COVID-19 has considerably impacted the expansion of the digital-out-of-home advertising market. During the pandemic, the decline in demand for digital signage solutions across key industries substantially influenced the need for digital out-of-home advertising solutions. Furthermore, the lack of a competent workforce owing to partial and total lockdown enacted by governments worldwide hampered the expansion of the digital out-of-house advertising market during a pandemic.
  • The volatility of the cost of advertising may hinder the growth of the digital out-of-home (OOH) advertising market.

Digital Out of Home (OOH) Advertising Industry Segmentation

The Digital OOH market typically comprises digital signage providers who have digital screens across various locations. They partner with different service providers to utilize their real estate to screen digital advertisements for their clients. The integration of real-time data to digital screens is helping advertisers in creating more creative and interactive content. The Digital Out of Home (OOH) Advertising Market is segmented by Application (Billboard, Transit, Street Furniture), End-User (Retail, Healthcare/Pharmaceuticals, Financial Services, Automotive, Telecom/Utilities, Government Agencies), and Geography.

Application
Billboard
Transit
Street Furniture
Other Applications
End-User
Retail
Healthcare/Pharmaceuticals
Financial Services
Automotive
Telecom/Utilities
Government Agencies
Other End-Users
Geography
North America
United States
Canada
Europe
Germany
United Kingdom
Spain
France
Rest of Europe
Asia-Pacific
China
India
Japan
Singapore
South Korea
Rest of Asia Pacific
Latin America
Brazil
Mexico
Chile
Rest of Latin America
Middle East and Africa
GCC
South Africa
Rest of Middle East and Africa
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Digital Out of Home (OOH) Advertising Market Size Summary

The Digital Out of Home (OOH) Advertising Market is experiencing significant growth, driven by the increasing adoption of digital advertising solutions that offer cost-effective ways to reach broad audiences. This market expansion is further fueled by urbanization and infrastructure development, which enhance the visibility and effectiveness of digital outdoor advertisements. The ability to display multiple advertisements on a single screen is attracting more industries to invest in outdoor advertising, as it complements brand campaigns across various channels and boosts brand awareness. The shift in consumer behavior, with more time spent outdoors, allows companies to engage with a larger audience quickly and regularly, thereby accelerating market growth. However, the COVID-19 pandemic posed challenges, reducing demand for digital signage and impacting workforce availability, which temporarily hindered market expansion. Despite these challenges, the market is poised for robust growth, although advertising cost volatility remains a potential obstacle.

The Asia-Pacific region stands out as a major growth area for the Digital OOH market, driven by a large population, urbanization, and increasing purchasing power. Consumers in this region are rapidly transitioning from traditional to digital media, mirroring trends in Western countries, which is propelling market growth. The transportation sector, particularly public transport, dominates the market due to advanced infrastructure in the region. The market is highly fragmented, with both large multinational companies and smaller local players contributing to its diversity. Recent developments, such as Hivestack's programmatic DOOH marketplace launch in Malaysia and JCDecaux's expansion in Brazil, highlight the industry's move towards data-driven and programmatic advertising solutions. These advancements are expected to enhance revenue opportunities and operational efficiencies, further driving the market's expansion.

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Digital Out of Home (OOH) Advertising Market Size - Table of Contents

  1. 1. MARKET INSIGHTS

    1. 1.1 Value Chain Analysis

    2. 1.2 Market Overview

    3. 1.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 1.3.1 Bargaining Power of Suppliers

      2. 1.3.2 Bargaining Power of Buyers

      3. 1.3.3 Threat of New Entrants

      4. 1.3.4 Threat of Substitutes

      5. 1.3.5 Intensity of Competitive Rivalry

  2. 2. MARKET SEGMENTATION

    1. 2.1 Application

      1. 2.1.1 Billboard

      2. 2.1.2 Transit

      3. 2.1.3 Street Furniture

      4. 2.1.4 Other Applications

    2. 2.2 End-User

      1. 2.2.1 Retail

      2. 2.2.2 Healthcare/Pharmaceuticals

      3. 2.2.3 Financial Services

      4. 2.2.4 Automotive

      5. 2.2.5 Telecom/Utilities

      6. 2.2.6 Government Agencies

      7. 2.2.7 Other End-Users

    3. 2.3 Geography

      1. 2.3.1 North America

        1. 2.3.1.1 United States

        2. 2.3.1.2 Canada

      2. 2.3.2 Europe

        1. 2.3.2.1 Germany

        2. 2.3.2.2 United Kingdom

        3. 2.3.2.3 Spain

        4. 2.3.2.4 France

        5. 2.3.2.5 Rest of Europe

      3. 2.3.3 Asia-Pacific

        1. 2.3.3.1 China

        2. 2.3.3.2 India

        3. 2.3.3.3 Japan

        4. 2.3.3.4 Singapore

        5. 2.3.3.5 South Korea

        6. 2.3.3.6 Rest of Asia Pacific

      4. 2.3.4 Latin America

        1. 2.3.4.1 Brazil

        2. 2.3.4.2 Mexico

        3. 2.3.4.3 Chile

        4. 2.3.4.4 Rest of Latin America

      5. 2.3.5 Middle East and Africa

        1. 2.3.5.1 GCC

        2. 2.3.5.2 South Africa

        3. 2.3.5.3 Rest of Middle East and Africa

Digital Out of Home (OOH) Advertising Market Size FAQs

The Digital Out of Home (OOH) Advertising Market size is expected to reach USD 23.06 billion in 2024 and grow at a CAGR of 15.20% to reach USD 46.79 billion by 2029.

In 2024, the Digital Out of Home (OOH) Advertising Market size is expected to reach USD 23.06 billion.

Digital Out of Home Advertising Market Report Snapshots

Digital OOH Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)