Key Market Drivers, Trends, and Forecast for the Global Digital Out-Of-Home Advertising Industry
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How Will the Digital Out-Of-Home Advertising Market Evolve in Terms of Growth and Size by 2029?
The market size for digital out-of-home advertising has seen swift growth in the past few years. Expected to rise from $19.31 billion in 2024 to $21.62 billion in 2025, it will have a compound annual growth rate (CAGR) of 12.0%. The growth observed in the historical period is due to factors such as increasing smart city initiatives, increased utilization of the Internet of Things, growing use of digital signage in urban transportation, increased application of smart beacons for location-based advertisements, and rise in multilingual content.
In the upcoming years, the digital out-of-home advertising market size is set to experience substantial growth, with projections indicating it will expand to $33.94 billion by 2029, at an 11.9% compound annual growth rate (CAGR). Factors contributing to this growth in the predicted time span include the proliferation of connected smart devices, the increasing demand for environmentally friendly digital displays, the growth in digital transit and mobile solutions, the use of facial recognition for customized advertising, and the surge in digital billboards in retail settings. Conspicuous trends expected throughout the forecasted period encompass increasing utilization of virtual reality, the creation of 5G-enabled advertising networks, advancements in geolocation-based advertising, the use of blockchain for ad monitoring and tracking, and the incorporation of social media and user-generated content.
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What factors are expected to fuel Digital Out-Of-Home Advertising market growth in the coming years?
The growth in the desire for imaginative and interactive displays appears to be fueling the rise of the digital out-of-home advertising industry. Such displays, which include digital screens or innovative visual setups, facilitate active user involvement by combining innovation and interactivity. The increasing prevalence of these displays is linked to their ability to amplify user involvement, make use of cutting-edge technology, deliver custom-made experiences, provide competitive benefits, better retail interactions, and allow for real-time data gathering for targeted marketing. Digital out-of-home advertising is instrumental in intensifying the demand for innovative and interactive displays by making use of the latest technology to produce engaging, customized content in areas with high foot traffic, thus boosting audience involvement and brand awareness. For instance, in August 2024, Signage Info, a Canada-based ad firm, revealed that the digital out-of-home advertising turnover in the UK for the first half of 2023 was $443.73 million, peaking at $536.91 million in 2024. As a result, the burgeoning demand for imaginative and interactive displays is propelling the digital out-of-home advertising industry.
What Are The Key Findings From The Segmentation Analysis Of The Digital Out-Of-Home Advertising Market?
The digital out-of-home advertising market covered in this report is segmented –
1) By Format Type: Digital Billboard, Video Advertising, Ambient Advertising, Other Formats
2) By Organization Size: Large And Medium Enterprise, Small Enterprise
3) By Application: Indoor, Outdoor
4) By End Users: Retail, Recreation, Banking, Transportation, Education, Other End Users
Subsegments:
1) By Digital Billboard: Large-Format LED Billboards, Interactive Digital Billboards, Programmatic Digital Billboards, 3D Digital Billboards, Mobile Digital Billboards
2) By Video Advertising: In-Transit Video Advertising, Digital Place-Based Video Screens, Retail And Mall Video Displays, Stadium And Arena Video Advertising, Airport And Transit Hub Video Displays
3) By Ambient Advertising: Augmented Reality (AR) DOOH Ads, Projection Mapping Advertising, Smart Sensor-Based Interactive Ads, Holographic Display Advertising, Digital Wall And Floor Projections
4) By Other Formats: Digital Street Furniture Advertising, Digital Transit Media Advertising, AI-Powered Contextual DOOH Ads, Geolocation-Based DOOH Advertising, Weather-Responsive DOOH Ads
Which Trends Are Expected To Shape The Future Of The Digital Out-Of-Home Advertising Market?
Leading firms in the digital outdoor advertising market are concentrating on the creation of novel services such as dynamic outdoor advertising systems, which offer a comprehensive digital ad experience for brands. A dynamic outdoor advertisement system is a digital ad platform allowing for immediate updates and adaptability of ad content based on context like weather, timing, and audience demographics. This empowers brands to deliver appropriate messages to consumers as they interact with the ad. For instance, in September 2024, ShopLiftr, a Canadian advertising service provider, initiated a programmatic digital outdoor ad solution that delivers customized and geographically targeted messages instantaneously. This solution presents real-time, geo-specific, multilingual ads on any display, effortlessly integrating with current ad technology for a broad-reaching experience. It facilitates dynamic, data-dependent advertising with AI-aided localization, accurate geographical targeting, and adaptable messaging, which significantly amplifies customer engagement and escalates sales.
What Are The Most Active Companies In The Digital Out-Of-Home Advertising Market Today?
Major companies operating in the digital out-of-home advertising market are ProSiebenSat1 Media, VGI Global Media, JCDecaux, Clear Channel, Lamar Advertising Company, Ströer SE & Co. KGaA, Outfront Media Inc., Daktronics Inc., oOh!media Limited, Bennett Coleman & Company Limited, APG|SGA, Sharp NEC Display Solutions, Global Outdoor Media Limited, Pattison Outdoor Advertising, Talon Outdoor Ltd, Broadsign International LLC, QMS Media Limited, Exterion Media Group, ZETA Display, Vistar Media, Ocean Outsider, Blue Fin Media, EyeMedia LLC, Adomni, Global Advertising Media Private Limited
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Which Regional Markets Are Attracting The Most Investment In Digital Out-Of-Home Advertising?
North America was the largest region in the digital out-of-home advertising market in 2024. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the digital out-of-home advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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