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Digital Out of Home (OOH) Advertising Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)

The Digital Out of Home (OOH) Advertising Market is segmented by Location (Indoor and Outdoor), Application (Billboard, Transit, and Street Furniture), End User (Retail, Financial Services, and Automotive), and Geography.

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Market Snapshot

Digital Out of Home (OOH) Advertising Market Overview
Study Period: 2018 - 2026
Base Year: 2020
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 17.13 %
Digital Out of Home (OOH) Advertising Market Major Payers

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Market Overview

The digital out of home (OOH) advertising market was valued at USD 6.13 million in 2020, and it is expected to reach a market value of USD 15.03 million by 2026. to register a CAGR of 17.13 % over the forecast period (2021 - 2026). Developed countries continue to have a major share in the market with the highest penetration of screens, while the demand is increasing in developing countries. The increased demand is caused in part by the rise in urban population and economic development.

  • Owing to the rise in the urban population, there has been an increase in spending power due to which the companies are targeting those regions, extensively, to improve their penetration in those regions. Asia-Pacific accounted for the highest population in the middle class, and the economic growth is poised to fuel the spending in advertisements spendings.
  • Moreover, there has been steady growth in the amount spent on advertising. The United States of America, for instance, topped this list, followed by China and Japan. The United States of America has been rated the highest when it comes to the ROI per screen.
  • Advertisers are also coming up with more innovative and interactive street furniture, due to which the advertisers can engage their audience and collect data about their audiences.

Scope of the Report

The Digital OOH market typically comprises of digital signage providers who have digital screens,  across various locations. They partner with different service providers to utilise their real estate to screen digital advertisements of their clients. The integration of real-time data to the digital screens is helping the advertisers in creating more creative and interactive content. Due to this, there has been an increase in the visibility of the digital screens.

Application
Billboard (Roadside Bulletin, Poster, Digital Bulletin)
Transit (Airport, Subway, Rail, Cab, Bus, Vehicles & Mobile Billboards)
Street Furniture (Bus Shelter, Street Kiosks)
Place-based (Movie Theatres, Printed Signs, Video Screens)
Malls
Other Applications
End User
Retail
Entertainment, Leisure & Film
Personal Care & Luxury Goods
Finance
Food & Beverage
Telecom & Technology
Automotive
Services
Travel
Other End Users
Geography
North America (United States, Canada)
Europe (United Kingdom, France, Germany, Spain, Russia, Italy, Sweden, Norway, Finland, Poland, Austria, Portugal, Denmark, Ireland, Estonia, Netherlands, Belgium, Switzerland, Greece, Slovenia, Romania, Bulgaria, Hungary, Croatia, Latvia, Lithuania, Czech Republic, Ukraine, Slovak Republic)
Asia-Pacific (China, Japan, Korea, India, Singapore, Australia, New-Zealand, Vietnam, Malaysia, Thailand, Pakistan, Srilanka, Hong Kong, Philippines, Indonesia, Taiwan)
Latin America (Mexico, Brazil, Chile, Argentina, Uruguay, Peru, Colombia, Panama, Ecuador)
Middle East & Africa (UAE, South Africa, Saudi Arabia, Qatar, Turkey, Bahrain, Kuwait, Morocco)

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Key Market Trends

Transit Accounts for a Significant Share of Digital OOH Market

  • Transit is the most dominant segment, as public transport has been the preferred option by a significant population in Europe and Asia-Pacific, due to their advanced and high-density public transport infrastructure. 
  • The North American region is less dependent on public transport but the region has the most extensive network of airports and accounts for the most number of registered flights in any sector. Due to this, there is a high influx of people at their airports and attract demand.
  • Moreover, with the advent and emergence of smart cities, there has been an increased spending on public transport infrastructure, owing to which more population is said to use the public transit systems to combat pollution and congestion.
Digital Out of Home (OOH) Advertising Market Trends

Asia-Pacific is Set to Dominate the Market

  • The Asia-Pacific has the largest population of all the regions. With an increase in the urban population and increased purchasing power, Asia-Pacific is considered to be one of the largest markets for the Digital and OOH market.
  • The region’s developed infrastructure is playing a major role in the development of the Digital OOH market.
  • Moreover, the region is dominated by local players, like Times Internet and Shanghai Media Group, while major players, like JCDecaux also have considerable market share in this region.
Digital Out of Home (OOH) Advertising Market Growth

Competitive Landscape

The market is highly fragmented. The industry is comprised of several large outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few f the local markets.

  • April 2019 - JCDecaux partnered with Zompagnie française des expositions (COFREX) for the French Pavilion at the World Expo to be held from 20 October 2020 to 10 April 2021.
  • April 2019 - Digital out-of-home (OOH) and location marketing specialist, Posterscope,  partnered with Wickes to rolls out wicks' first digital OOH campaign.
  • April 2019 - Broadsign International Inc. entered in an agreement to acquire the industry’s out-of-home enterprise business solution, Ayuda Media Systems. 
JCDecaux Group Clear Channel Outdoor Holdings Inc. Lama Advertising Company OUTFRONT Media Daktronics Inc.

Table of Contents

  1. 1. INTRODUCTION

    1. 1.1 Study Deliverables

    2. 1.2 Study Assumptions

    3. 1.3 Scope of the Study

  2. 2. RESEARCH METHODOLOGY

  3. 3. EXECUTIVE SUMMARY

  4. 4. MARKET DYNAMICS

    1. 4.1 Market Overview

    2. 4.2 Market Drivers

      1. 4.2.1 Increase in Public Transit Infrastructure

      2. 4.2.2 Price Erosion of Digital Screens

      3. 4.2.3 High Advertising Flexibility with Connected Screens

    3. 4.3 Market Restraints

      1. 4.3.1 High Installation and Maintenance Cost

    4. 4.4 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/ Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry

    5. 4.5 Industry Value Chain Analysis

  5. 5. MARKET SEGMENTATION

    1. 5.1 Application

      1. 5.1.1 Billboard (Roadside Bulletin, Poster, Digital Bulletin)

      2. 5.1.2 Transit (Airport, Subway, Rail, Cab, Bus, Vehicles & Mobile Billboards)

      3. 5.1.3 Street Furniture (Bus Shelter, Street Kiosks)

      4. 5.1.4 Place-based (Movie Theatres, Printed Signs, Video Screens)

      5. 5.1.5 Malls

      6. 5.1.6 Other Applications

    2. 5.2 End User

      1. 5.2.1 Retail

      2. 5.2.2 Entertainment, Leisure & Film

      3. 5.2.3 Personal Care & Luxury Goods

      4. 5.2.4 Finance

      5. 5.2.5 Food & Beverage

      6. 5.2.6 Telecom & Technology

      7. 5.2.7 Automotive

      8. 5.2.8 Services

      9. 5.2.9 Travel

      10. 5.2.10 Other End Users

    3. 5.3 Geography

      1. 5.3.1 North America (United States, Canada)

      2. 5.3.2 Europe (United Kingdom, France, Germany, Spain, Russia, Italy, Sweden, Norway, Finland, Poland, Austria, Portugal, Denmark, Ireland, Estonia, Netherlands, Belgium, Switzerland, Greece, Slovenia, Romania, Bulgaria, Hungary, Croatia, Latvia, Lithuania, Czech Republic, Ukraine, Slovak Republic)

      3. 5.3.3 Asia-Pacific (China, Japan, Korea, India, Singapore, Australia, New-Zealand, Vietnam, Malaysia, Thailand, Pakistan, Srilanka, Hong Kong, Philippines, Indonesia, Taiwan)

      4. 5.3.4 Latin America (Mexico, Brazil, Chile, Argentina, Uruguay, Peru, Colombia, Panama, Ecuador)

      5. 5.3.5 Middle East & Africa (UAE, South Africa, Saudi Arabia, Qatar, Turkey, Bahrain, Kuwait, Morocco)

  6. 6. COMPETITIVE LANDSCAPE

    1. 6.1 Company Profiles

      1. 6.1.1 JCDecaux Group

      2. 6.1.2 Clear Channel Outdoor Holdings Inc.

      3. 6.1.3 Lama Advertising Company

      4. 6.1.4 OUTFRONT Media

      5. 6.1.5 Daktronics Inc.

      6. 6.1.6 Talon Outdoor Ltd

      7. 6.1.7 oOh!media Limited

      8. 6.1.8 QMS Media Limited

      9. 6.1.9 SevenOne Media GmbH

      10. 6.1.10 Stroer SE & Co. KGaA

      11. 6.1.11 Exterion Media Group

      12. 6.1.12 The Times Group

      13. 6.1.13 EyeMedia

      2. *List Not Exhaustive

  7. 7. INVESTMENT ANALYSIS

  8. 8. MARKET OPPORTUNITIES AND FUTURE TRENDS

**Subject to Availability

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Frequently Asked Questions

The Digital Out of Home (OOH) Advertising Market market is studied from 2018 - 2026.

The Digital Out of Home (OOH) Advertising Market is growing at a CAGR of 17.13% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

North America holds highest share in 2020.

JCDecaux Group, Clear Channel Outdoor Holdings Inc., Lama Advertising Company, OUTFRONT Media, Daktronics Inc. are the major companies operating in Digital Out of Home (OOH) Advertising Market.

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