数字户外 (OOH) 广告市场 - 增长、趋势、COVID-19 影响和预测(2022 - 2027 年)

数字户外 (OOH) 广告市场按位置(室内和室外)、应用程序(广告牌、交通和街道家具)、最终用户(零售、金融服务和汽车)和地理位置进行细分。

市场快照

Digital Ooh Market Overview
Study Period: 2018 - 2026
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: North America
CAGR: 17.13 %
Digital Ooh Market Key Players

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市场概况

数字户外 (OOH) 广告市场在 2020 年价值 613 万美元,预计到 2026 年将达到 1503 万美元的市场价值。在预测期间 (2021 - 2026 年) 的复合年增长率为 17.13% )。发达国家在屏幕渗透率最高的市场中继续占有主要份额,而发展中国家的需求正在增加。需求增加的部分原因是城市人口的增加和经济发展。

  • 由于城市人口的增加,消费能力有所提高,因此公司广泛瞄准这些地区,以提高其在这些地区的渗透率。亚太地区的中产阶级人口最多,经济增长有望推动广告支出。
  • 此外,在广告上的花费也在稳步增长。例如,美国位居榜首,其次是中国和日本。在每屏幕的投资回报率方面,美国被评为最高。
  • 广告商还提出了更具创新性和互动性的街道设施,因此广告商可以吸引他们的观众并收集有关他们的观众的数据。

报告范围

数字户外广告市场通常包括在不同地点拥有数字屏幕的数字标牌供应商。他们与不同的服务提供商合作,利用他们的房地产来筛选客户的数字广告。实时数据与数字屏幕的集成有助于广告商创建更具创意和互动的内容。因此,数字屏幕的可见性有所提高。

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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主要市场趋势

过境占数字户外广告市场的重要份额

  • 公共交通是最主要的部分,因为公共交通因其先进和高密度的公共交通基础设施而成为欧洲和亚太地区大量人口的首选。 
  • 北美地区对公共交通的依赖程度较低,但该地区拥有最广泛的机场网络,并且在所有部门中注册的航班数量最多。因此,机场大量涌入并吸引了需求。
  • 此外,随着智慧城市的出现和出现,公共交通基础设施的支出增加,据说更多的人口使用公共交通系统来对抗污染和拥堵。
Digital Ooh Market Key Trends

亚太地区将主导市场

  • 亚太地区是所有地区中人口最多的地区。随着城市人口的增加和购买力的提高,亚太地区被认为是数字和户外市场的最大市场之一。
  • 该地区发达的基础设施在数字户外广告市场的发展中发挥着重要作用。
  • 此外,该地区以时代互联网、上海文广等本土企业为主,而德高等主要企业在该地区也占有相当大的市场份额。
Digital Ooh Market Growth Rate

竞争格局

市场高度分散。该行业由几家在多个市场开展业务的大型户外广告和媒体公司以及在一个或几个当地市场经营数量有限的小型本地公司组成。

  • 2019 年 4 月 - 德高与 Zompagnie française des expositions (COFREX) 合作,在 2020 年 10 月 20 日至 2021 年 4 月 10 日期间举办的世博会法国馆。
  • 2019 年 4 月 - 数字户外 (OOH) 和位置营销专家 Posterscope 与 Wickes 合作推出了 wicks 的第一个数字 OOH 活动。
  • 2019 年 4 月 - Broadsign International Inc. 签署协议,收购业界的户外企业业务解决方案 Ayuda Media Systems。 

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 2021.

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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