Digital Out of Home Market Size and Industry Growth by 2027

Digital Out of Home (DOOH) Market to 2027 - Global Analysis and Forecasts by Type (Billboards, Transit, Street Furniture, Place-Based); End User (Automotive, Retail, Consumer Products, BFSI, Telecom, and Others)

Publication Month : May 2019

  • Report Code : TIPTE100000423
  • Category : Electronics and Semiconductor
  • Status : Published
  • No. of Pages : 165
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The digital out of home market was valued at US$ 6,084.1 million in 2018 and is projected to reach US$ 15,905.7 million by 2027; it is expected to grow at a CAGR of 11.2% during 2019–2027.


Digital Out of Home or Digital OOH refers to various digital displays/panels used in billboards, transit, street furniture, and place-based advertising. Digital OOH solutions are extremely effective and affordable communication medium used by businesses worldwide to attract and engage a wider audience. These solutions are typically divided into two categories, namely large-format displays and digital place-based media.  As an advertising medium, digital OOH solutions allow advertisers to reach a broader audience with high-impact campaigns in comparison to traditional out of home advertising medium. The use of digital-out-of-home advertising is growing exponentially from past few years, and it has created a new set of diversified lifestyle touch points. The advent of mobile-driven audience data is allowing companies to track their audience in real-time accurately and this is further helping in the growth of digital OOH market worldwide.

Digital Out of Home (OOH) is one of the mediums of outdoor advertisement in digital form. Digital OOH is very effective in targeting customers by demographics, location, and behavior. All these factors are boosting their use across the world and driving the market for digital OOH (out of home). The market is swiftly progressing as traditional advertisers gradually realize the value of trading static billboards for digital. Digital OOH can deliver content that responds to the audience directly.

With the rising digital targeting tools such as Google trends, Facebook Audience Insights, etc. advertisers can get an idea of their target audience and the overall effectiveness of their campaign. Like online media, one can leverage a range of digital OOH targeting options, from demographics to location.

Lucrative Regions for Digital Out of Home Market

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Market Insights–Digital Out of Home Market

Replacement of Traditional Billboards with Digital Billboards

Rising internet penetration and surge in smartphone usage, the pattern of information retention and consumption has changed radically. Today, consumers have access to numerous modes, but they are more attracted to digital channels as they provide information on a real-time basis and they are more engaging. Whereas traditional modes are struggling to provide and adopt similar offerings to the consumer, digital modes are more accessible in generating a larger scope for highly developed conversations with consumers.

A digital billboard is an effective form of advertisement which reaches people through an interactive way. For instance, digital billboards that actuate based on weather changes can optimize in real time. Many companies are investing in digital billboards. For instance, in the year 2018, Reddit Inc. invests in a digital billboard company called AdQuick, Inc. In the same year, Netflix had purchased assets from a leading billboard company in Los Angeles. Digital billboards can enable data transfer to mobile devices with near-field communication technology. Advertisements in terms of videos, apps, and audio can be transferred from these billboards to the consumer’s smartphone directly. All these above factors and a swift decline in the use of static billboards has driven the growth of digital billboards globally as they are more innovative.

Type Segment Insights

Based on type, the digital out of home market is segmented into billboards, transit, street furniture, place-based. As other conventional advertisement platforms flounder in this digital era, the billboards have managed to flourish by adapting to the times. Despite, its longevous existence, the billboards continue to remain the most commonly used form of advertisement. However, now these billboards are rapidly shifting to larger screens with either static or animated images. The digitalization in billboard based advertisement techniques, as per the OOH industry is an advertisement alternative that has driven intimate, dynamic and enduring brand relationship with consumers.

End User Segment Insights

Based on end user, the digital out of home market is bifurcated into automotive, retail, consumer products, bfsi, telecom, and others. A large share of marketers is anticipating the advertisement budgets to rise, where the financial services, automobile and technology sectors were foreseen to be most promising ones

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Digital Out of Home (DOOH) Market: Strategic Insights

digital-out-of-home-market-2025
Market Size Value inUS$ 6,084.1 Million in 2018
Market Size Value byUS$ 15,905.7 Million by 2027
Growth rateCAGR of 11.2% from 2019-2027
Forecast Period2019-2027
Base Year2019
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The market players focus on new product innovations and developments by integrating advanced technologies and features in their products to compete with the competitors.

2019:Broadsign International, Inc., a prominent provider of digital out-of-home marketing platform, agreed to acquire Ayuda, and the transaction is anticipated to close in the second quarter of 2019.
2018:Lamar Advertising Company announced the acquisition of Fairway Outdoor Advertising’s billboard operations in five U.S. markets from GTCR, LLC for a purchase price of $418.5 million. This all cash acquisition added more than 8,500 billboard faces, including more than 135 digital displays, in North Carolina, South Carolina, Georgia, and Wisconsin.
2018:JCDecaux SA announced the acquisition of APN Outdoor as the scheme of arrangement between APN Outdoor and its shareholders was approved by APN Outdoor shareholders.

The Global Digital Out of Home Market has been Segmented as Follows:

Digital Out of Home Market – by Type

  • Billboards
  •  Transit
  •  Street Furniture
  • Place-Based

Digital Out of Home Market – by End User

  • Automotive
  • Retail
  • Consumer Products
  • BFSI
  • Telecom
  •  Others

Digital Out of Home Market – by Geography

  • North America
    • US
    • Canada
    • Mexico
  • Europe
    • France
    • Germany
    • Italy
    • UK
    • Russia
    • Rest of Europe
  • Asia Pacific (APAC)
    • China
    • India
    • South Korea
    • Japan
    • Rest of APAC
  • Middle East & Africa (MEA)
    • South Africa
    • Rest of MEA
  • South America (SAM)
    • Brazil
    • Argentina
    • Rest of SAM  

Digital Out of Home Market – Companies Profiles

  • Ayuda Media Systems
  • Bell Media, Inc.
  • Clear Channel Outdoor Holdings, Inc.
  • Fairway Outdoor Advertising
  • JCDecaux
  • Lamar Advertising Company
  • Lightbox OOH Video network
  • Outfront Media, Inc.
  • Real Digital Media
  • Signagelive
Report Coverage
Report Coverage

Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends

Segment Covered
Segment Covered

Type ; End User

Regional Scope
Regional Scope

North America, Europe, Asia Pacific, Middle East & Africa, South & Central America

Country Scope
Country Scope

US, Canada, Mexico, UK, Germany, Spain, Italy, France, India, China, Japan, South Korea, Australia, UAE, Saudi Arabia, South Africa, Brazil, Argentina

The List of Companies - Digital Out of Home (DOOH) Market

  1. AYUDA MEDIA SYSTEMS
  2. BELL MEDIA, INC.
  3. CLEAR CHANNEL OUTDOOR HOLDINGS, INC.
  4. FAIRWAY OUTDOOR ADVERTISING
  5. JCDECAUX
  6. LAMAR ADVERTISING COMPANY
  7. LIGHTBOX OOH VIDEO NETWORK
  8. OUTFRONT MEDIA, INC.
  9. REAL DIGITAL MEDIA
  10. SIGNAGELIVE

The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.

  1. Data Collection and Secondary Research:

As a market research and consulting firm operating from a decade, we have published many reports and advised several clients across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.

Several associations trade associates, technical forums, institutes, societies and organizations are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in the last 3 years are scrutinized and analyzed to understand the current market trends.

  1. Primary Research:

The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.

For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/Sales Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.

A typical research interview fulfils the following functions:

  • Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
  • Validates and strengthens in-house secondary research findings
  • Develops the analysis team’s expertise and market understanding

Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:

  • Industry participants: VPs, business development managers, market intelligence managers and national sales managers
  • Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.

Below is the breakup of our primary respondents by company, designation, and region:

Research Methodology

Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.

  1. Data Analysis:

Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.

  • 3.1 Macro-Economic Factor Analysis:

We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.

  • 3.2 Country Level Data:

Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.

  • 3.3 Company Profile:

The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.

  • 3.4 Developing Base Number:

Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.

  1. Data Triangulation and Final Review:

The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.

We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.

We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.

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