Digital Out of Home (DOOH) Advertising Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Digital Out of Home (OOH) Advertising Market is Segmented by Format (Digital Billboards, Transit Displays, and More), Screen Technology (LED, LCD, Projection), Location (Outdoor, Indoor), End-User Vertical (Retail, Healthcare and Pharmaceuticals, and More), and Geography. The Market Forecasts are Provided in Terms of Value (USD).

Digital Out Of Home (OOH) Advertising Market Size and Share

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Digital Out Of Home (OOH) Advertising Market Analysis by Mordor Intelligence

The digital out-of-home advertising market size is estimated at USD 18.18 billion in 2025 and is forecast to reach USD 25.65 billion by 2030, translating into a 7.13% CAGR over the period. Advertisers are moving budgets toward screens that combine real-world impact with digital flexibility, boosting programmatic transactions and lifting campaign frequency. Real-time data feeds—such as weather, transit, and crowd sensors—create contextually relevant messages that do not rely on personal identifiers, an advantage as third-party cookies disappear. Hardware upgrades are expanding inventory even in mature city corridors, while hourly or impression-based pricing is bringing smaller brands into the buying pool. Sustainability mandates are reshaping capital spending as operators adopt energy-efficient displays to win carbon-neutral tenders; the same screens interest telecom carriers that view them as edge-computing nodes, blurring competitive lines among screen owners, software vendors, and connectivity providers.

Key Report Takeaways

  • By format, transit displays held 28% of the digital out-of-home advertising market share in 2025, while their segment is projected to advance at a 10.17% CAGR through 2030.
  • By screen technology, LEDs led with a 63% share of the digital out-of-home advertising market size in 2025; projection systems are forecast to expand at an 11.37% CAGR to 2030.
  • By location, indoor environments captured 32% of the digital out-of-home advertising market share in 2025 and are expected to grow at an 11.98% CAGR through 2030.
  • By end-user vertical, the healthcare segment accounted for 8% of the digital out-of-home advertising market size in 2025 and shows the highest projected growth at a 10.61% CAGR through 2030.
  • By geography, North America commanded 37% of the digital out-of-home advertising market share in 2024, and Asia-Pacific is set to record the fastest CAGR at 11.76% through 2030.
  • JCDecaux, Clear Channel Outdoor, and OUTFRONT Media together commanded more than one-third of global revenue in 2024, underscoring a highly concentrated competitive landscape.

Segment Analysis

By Format: Transit Displays Outpace Traditional Billboards

Transit displays represent 28% of the digital out-of-home advertising market size and are growing at a 10.17% CAGR, eclipsing static billboards. High commuter dwell times translate into repeated exposures that justify premium pricing. Municipal contracts that bundle wayfinding and emergency call buttons help secure approvals while expanding revenue lines. Programmatic triggers now alter creative before the morning rush and after work, demonstrating micro-dayparting’s commercial value. Combined station concourse screens and on-vehicle panels offer integrated storytelling across the journey, reinforcing transit’s role as the innovation test bed of the digital out-of-home advertising market.

Rapid ridership recovery after pandemic lows further boosts impressions. Advertisers such as coffee chains and meal-kit brands capitalize on predictable daily peaks, and operators bundle transit with nearby retail screens to widen audience reach. As a result, transit environments anchor cross-format packages that other venues emulate, preserving their growth premium through 2030.

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Note: Segment shares of all individual segments available upon report purchase

By Screen Technology: Projection Systems Challenge LED Dominance

LEDs account for 63% of the digital out-of-home advertising market share, yet projection systems are expanding at an 11.37% CAGR, propelled by holographic and laser-phosphor advances. Projection converts irregular surfaces into media canvases, enabling immersive activations without expensive custom LED panels. Falling light-engine costs and longer maintenance cycles improve total cost of ownership.

LED makers respond by showcasing cinema-grade black levels and 4K120 refresh rates, as seen in Samsung’s Onyx launch [1]Samsung Electronics, “Samsung Onyx Cinema LED Screen,” samsung.com. Venue owners now evaluate technology type venue-by-venue rather than defaulting to LEDs, introducing a nuanced purchasing logic that keeps both technologies relevant in the digital out-of-home advertising market.

By Location: Indoor Environments Deliver Engagement Premium

Indoor venues hold 32% of the digital out-of-home advertising market size and are forecast to grow at an 11.98% CAGR through 2030. Controlled lighting reduces power demand and improves color fidelity, while QR code interactions drive measurable app traffic. Retailers integrate first-party data to push SKU-level offers, and hospitals broadcast health messages in local languages, widening social impact.

The full-funnel attribution loop—exposure, engagement, and transaction—occurs within a confined footprint, encouraging brands to pay higher CPMs despite smaller crowds. Operators couple indoor screens with loyalty programs, which further substantiates return on ad spend, cementing indoor’s status as a high-value node in the digital out-of-home advertising market.

Digital Out of Home (OOH) Advertising Market
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By End-User Vertical: Healthcare Sector Embraces Digital Communication

Healthcare facilities comprise 8% of the digital out-of-home advertising market share today and are projected to expand at a 10.61% CAGR, the fastest among verticals. Waiting-room wellness content sits next to pharma promotions, delivering both patient education and ancillary revenue. Creative templates adhere to medical advertising codes, speeding approvals.

Telehealth kiosks embedded in clinics offer another surface for bundled media, and context-driven targeting aligns with privacy regulations that prohibit personal medical data usage. These factors position healthcare for sustained outperformance within the digital out-of-home advertising industry.

Geography Analysis

North America commanded 37% of the digital out-of-home advertising market share in 2024. Programmatic buying represents more than 70% of digital spend, and listed operators redirect capital toward analytics and content-management software, as evidenced by SEC filings [2]U.S. Securities and Exchange Commission, “Form 10-K Filings,” sec.gov. Technology intensity rather than screen count is emerging as the chief competitive factor, leading to rapid product iteration and wider adoption of data-driven triggers.

Asia-Pacific is set to record the fastest CAGR at 11.76% through 2030. Rapid urbanization and smart-city corridors, including airport upgrades ahead of the Osaka Expo 2025, accelerate infrastructure rollouts. Brands test new creative formats during pilot phases, and successful campaigns prompt reinvestment, raising the baseline for the digital out-of-home advertising market across the region.

Europe posts high single-digit organic growth despite tighter environmental rules. The European Commission’s energy-label directive forces operators to disclose power ratings, sparking competition on efficiency [3]European Commission, “Energy-Label Directive for Visual Displays,” energy.ec.europa.eu. Firms market A-class screens to win sustainability-oriented RFPs, and the regulatory climate weeds out laggards while rewarding early adopters, sustaining momentum in the digital out-of-home advertising market.

Digital Out of Home (OOH) Advertising Market
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Competitive Landscape

The digital out-of-home advertising market exhibits mid-level concentration. JCDecaux, Clear Channel Outdoor, and OUTFRONT Media maintain large footprints across continents, and JCDecaux reports that digital revenue already exceeds one-third of group turnover. Scale gives these firms procurement advantages on next-generation displays, widening cost gaps versus regional rivals.

Telecom carriers are emerging disruptors. T-Mobile’s USD 600 million purchase of supply-side specialist Vistar Media folds a high-velocity impression marketplace and valuable location data into the carrier’s portfolio [4]T-Mobile US Inc., “T-Mobile Completes Vistar Media Acquisition,” t-mobile.com. Carriers view DOOH screens as edge nodes for ultra-low-latency services, suggesting that future competition may center on infrastructure control rather than media alone.

Software consolidation continues. Broadsign’s acquisition of Dutch DSP OutMoove extends self-serve tools to European buyers. AI-native creative engines compress design cycles, lowering entry barriers for mid-sized advertisers. The interplay of screen density, data ownership, and algorithmic efficiency means nimble entrants can still secure profitable niches even as global giants scale.

Digital Out Of Home (OOH) Advertising Industry Leaders

  1. JCDecaux Group

  2. Clear Channel Outdoor Holdings Inc.

  3. Outfront Media Inc.

  4. Daktronics Inc.

  5. BroadSign International LLC

  6. *Disclaimer: Major Players sorted in no particular order
Digital Out of Home Advertising (OOH) Market Concentration
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Recent Industry Developments

  • March 2025: JCDecaux introduced ready-made packages designed to cut emissions, adding an ESG-fronted product tier that commands premium rates.
  • March 2025: T-Mobile closed its Vistar Media purchase and signaled plans to fold Blis into a broader advertising unit.
  • March 2025: Lamar Outdoor bought Visible Outdoor Advertising, continuing regional consolidation.
  • February 2025: Clear Channel Outdoor partnered with AdQuick to reveal real-time slot availability, mirroring airline seat-map models.

Table of Contents for Digital Out Of Home (OOH) Advertising Industry Report

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET LANDSCAPE

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Smart-City Investments Driving Programmatic DOOH Uptake in Asia-Pacific
    • 4.2.2 5G-Enabled Real-Time Content Delivery Boosting Highway Screen Utilisation in North America
    • 4.2.3 Retail Media Networks' Roll-Out Fueling In-Store DOOH Adoption in Europe
    • 4.2.4 AI-Based Audience Measurement Elevating Advertiser ROI in Major Transit Hubs
    • 4.2.5 Carbon-Neutral LED Displays Attracting Sustainability-Focused Brands
    • 4.2.6 Government Mega-Projects Accelerating DOOH Spend in Middle-East Smart Cities
  • 4.3 Market Restraints
    • 4.3.1 Municipal Energy Caps Restricting Screen Brightness Hours Across EU Urban Cores
    • 4.3.2 Fragmented Measurement Standards Hindering Cross-Network Programmatic Buys in the U.S.
    • 4.3.3 Escalating Urban Land-Lease Fees Raising Billboard Deployment Costs in Tier-1 Chinese Cities
    • 4.3.4 Ad-Fraud Risks Around Spoofed pDOOH Impressions Curtailing Global FMCG Budgets
  • 4.4 Regulatory Outlook
  • 4.5 Technological Outlook
  • 4.6 Porter's Five Forces Analysis
    • 4.6.1 Bargaining Power of Suppliers
    • 4.6.2 Bargaining Power of Buyers
    • 4.6.3 Threat of New Entrants
    • 4.6.4 Threat of Substitutes
    • 4.6.5 Intensity of Competitive Rivalry

5. MARKET SIZE AND GROWTH FORECASTS (VALUE)

  • 5.1 By Format
    • 5.1.1 Digital Billboards
    • 5.1.2 Transit Displays
    • 5.1.3 Street Furniture
    • 5.1.4 Place-Based and Venue Screens
  • 5.2 By Screen Technology
    • 5.2.1 LED
    • 5.2.2 LCD
    • 5.2.3 Projection and Other
  • 5.3 By Location
    • 5.3.1 Outdoor
    • 5.3.2 Indoor
  • 5.4 By End-User Vertical
    • 5.4.1 Retail
    • 5.4.2 Healthcare and Pharmaceuticals
    • 5.4.3 Financial Services
    • 5.4.4 Automotive
    • 5.4.5 Telecom and Utilities
    • 5.4.6 Government and Public Sector
    • 5.4.7 Entertainment and Media
    • 5.4.8 Others
  • 5.5 By Geography
    • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
    • 5.5.1.3 Mexico
    • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Argentina
    • 5.5.2.3 Rest of South America
    • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Rest of Europe
    • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 South Korea
    • 5.5.4.4 India
    • 5.5.4.5 Rest of Asia-Pacific
    • 5.5.5 Middle East and Africa
    • 5.5.5.1 United Arab Emirates
    • 5.5.5.2 Saudi Arabia
    • 5.5.5.3 South Africa
    • 5.5.5.4 Rest of Middle East and Africa

6. COMPETITIVE LANDSCAPE

  • 6.1 Strategic Developments
  • 6.2 Vendor Positioning Analysis
  • 6.3 Company Profiles {(includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Products and Services, and Recent Developments)}
    • 6.3.1 JCDecaux SA
    • 6.3.2 Clear Channel Outdoor Holdings Inc.
    • 6.3.3 Outfront Media Inc.
    • 6.3.4 Lamar Advertising Company
    • 6.3.5 Stroer SE and Co. KGaA
    • 6.3.6 Talon Outdoor Ltd
    • 6.3.7 oOh!media Limited
    • 6.3.8 QMS Media Limited
    • 6.3.9 Ocean Outdoor Limited
    • 6.3.10 BroadSign International LLC
    • 6.3.11 Daktronics Inc.
    • 6.3.12 SevenOne Media GmbH
    • 6.3.13 Asiaray Media Group Ltd
    • 6.3.14 Pattison Outdoor Advertising LP
    • 6.3.15 Global (UK) Limited
    • 6.3.16 APG
    • 6.3.17 Exterion Media Group
    • 6.3.18 AdShel Pty Ltd
    • 6.3.19 EyeMedia LLC
    • 6.3.20 E Ink Holdings Inc.

7. MARKET OPPORTUNITIES AND FUTURE OUTLOOK

  • 7.1 White-Space and Unmet-Need Assessment
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Global Digital Out Of Home (OOH) Advertising Market Report Scope

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.

By Format Digital Billboards
Transit Displays
Street Furniture
Place-Based and Venue Screens
By Screen Technology LED
LCD
Projection and Other
By Location Outdoor
Indoor
By End-User Vertical Retail
Healthcare and Pharmaceuticals
Financial Services
Automotive
Telecom and Utilities
Government and Public Sector
Entertainment and Media
Others
By Geography North America United States
Canada
Mexico
South America Brazil
Argentina
Rest of South America
Europe Germany
United Kingdom
France
Italy
Spain
Rest of Europe
Asia-Pacific China
Japan
South Korea
India
Rest of Asia-Pacific
Middle East and Africa United Arab Emirates
Saudi Arabia
South Africa
Rest of Middle East and Africa
By Format
Digital Billboards
Transit Displays
Street Furniture
Place-Based and Venue Screens
By Screen Technology
LED
LCD
Projection and Other
By Location
Outdoor
Indoor
By End-User Vertical
Retail
Healthcare and Pharmaceuticals
Financial Services
Automotive
Telecom and Utilities
Government and Public Sector
Entertainment and Media
Others
By Geography
North America United States
Canada
Mexico
South America Brazil
Argentina
Rest of South America
Europe Germany
United Kingdom
France
Italy
Spain
Rest of Europe
Asia-Pacific China
Japan
South Korea
India
Rest of Asia-Pacific
Middle East and Africa United Arab Emirates
Saudi Arabia
South Africa
Rest of Middle East and Africa
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Key Questions Answered in the Report

What is the current size of the digital out-of-home advertising market?

The market stands at USD 18.18 billion in 2025 and is projected to reach USD 25.65 billion by 2030.

How fast is the digital out-of-home advertising market growing?

Aggregate revenue is forecast to rise at a 7.13% CAGR between 2025 and 2030.

Which region will grow the quickest?

Asia-Pacific shows the highest expected CAGR at 11.76%, fueled by smart-city investments and rapid programmatic adoption.

Which format segment leads the digital out-of-home advertising market?

LEDs retain the largest share at 63%, while transit displays post the fastest growth at a 10.17% CAGR.

Why are brands shifting spend to indoor networks?

Indoor screens offer controlled lighting, higher dwell times, and first-party data integration, enabling SKU-level personalization and strong return on ad spend.

Page last updated on: June 21, 2025