Digital Out-of-Home Advertising - Worldwide

Ad spending in the Digital Out-of-Home Advertising market worldwide is forecasted to reach US$17.28bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 7.38%, leading to a projected market volume of US$26.49bn by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is expected to be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$2.23 in 2024.
In the United States, the increasing use of AI and data analytics is revolutionizing the effectiveness of Digital Out-of-Home Advertising campaigns.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market is experiencing significant growth worldwide, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers are increasingly drawn to digital out-of-home advertising due to its dynamic and interactive nature. Compared to traditional static billboards, digital displays offer more engaging and eye-catching content that captures the attention of passersby. Additionally, the ability to display real-time information and targeted advertisements based on location and time of day appeals to both advertisers and consumers.

Trends in the market: One major trend in the digital out-of-home advertising market is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to reach their target audience more effectively and efficiently. This trend is driven by the increasing availability of data and analytics, which allows advertisers to better understand consumer behavior and tailor their campaigns accordingly. Another trend is the integration of digital out-of-home advertising with other digital platforms. Advertisers are now using digital displays to complement their online and mobile advertising efforts, creating a seamless and integrated brand experience for consumers. This trend is fueled by the growing popularity of smartphones and the increasing amount of time people spend on digital devices.

Local special circumstances: In the United States, the digital out-of-home advertising market is particularly strong due to the country's large population and high levels of urbanization. Major cities like New York and Los Angeles have a high concentration of digital displays, providing advertisers with a wide reach and exposure to a diverse audience. Additionally, the United States has a well-established advertising industry and a culture of innovation, which further drives the growth of the digital out-of-home advertising market. In China, the digital out-of-home advertising market is booming due to the country's rapid urbanization and the increasing affluence of its middle class. As more people move to cities and spend time outside their homes, the demand for digital displays in public spaces such as shopping malls, airports, and train stations is growing. Additionally, China has a large number of tech-savvy consumers who are receptive to digital advertising, further fueling market growth.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market is also influenced by macroeconomic factors such as GDP growth, consumer spending, and technological advancements. In countries with strong economic growth, advertisers have more budget to allocate towards advertising campaigns, including digital out-of-home advertising. Furthermore, advancements in technology, such as the development of high-resolution displays and improved connectivity, have made digital out-of-home advertising more accessible and cost-effective for advertisers. In conclusion, the worldwide digital out-of-home advertising market is experiencing significant growth due to changing customer preferences, advancements in technology, and underlying macroeconomic factors. Advertisers are increasingly turning to digital displays to engage with consumers in a more interactive and targeted manner. This trend is expected to continue as technology continues to evolve and consumer demand for personalized and immersive advertising experiences grows.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.