The global digital out of home (DOOH) market is estimated to grow at a CAGR of nearly 10.7% during the forecast period. The major factors contributing to the market growth include the rising urbanization across the globe and increasing demand for programmatic advertising. There is an increasing shift from offline out of home advertising to DOOH advertising among end-users owing to the introduction of technologies such as beacons and geofencing that delivers tracking and personalization that were not possible over the past years. DOOH is powered up with advertising technology, such as tracking, geofencing, attribution, retargeting, measurement, and personalizing.

DOOH is one of the best medium to capture the attention of the public and therefore, industries have been shifting towards these platforms for the successful marketing campaign. DOOH media is placed in the settings with larger public transit, which includes outdoor signage and digital billboards, as well as networks of screens that are used in sectors such as shopping malls and healthcare service providers. The places where DOOH media is most often used include retail stores and shopping malls, airports, bus shelters, and train stations, medical waiting rooms, major roadways, and movie theatres and arenas.

Digital advertising provides flexibility to deliver a range of content to be displayed. With traditional billboards, the same static image is shown up for several days, while a digital advertisement can change in every 15 seconds. Therefore, digital billboards have crucial importance to deliver the variety on the screen that provides more receptive to messaging and retain viewers interest. DOOH campaigns can create remarkably useful viewership analytics. Instances of information that may comprise the total number of people shown the ads, when it was seen by most people, and their age and gender. This supports advertisers to better understand the impact of advertising on people and whether they are reaching to the target audience.

Like online ads, the software utilized to run DOOH displays can generate valuable reports that can support both network operators and marketers. Incident reports, proof-of-play of content, and scheduling reports provide support to the concerned parties to ensure that ad content is being delivered in a proper time and respond to any issues quickly. The effectiveness of DOOH media to engage with the customers is making it ideal for use among end-users, which in turn, is accelerating the market growth.

Market Segmentation

The global DOOH market is segmented into application and vertical. Based on application, the market is classified into billboard, transit, street furniture, malls, and others. Based on vertical, the market is classified into entertainment, retail and e-commerce, BFSI, telecom, hospitality, automobile, food and beverage, and others.

Retail and E-Commerce Industry is Increasingly Embracing DOOH Advertising to Attract Consumers

Retail and e-commerce industry has been shifting their interest in DOOH advertising and looking forward to digital solutions to engage with today’s increasingly switched audience. Retail and e-commerce sector are significantly involved in conducting campaigns as a part of their marketing initiatives. It is required that campaigns should be original and innovative to grab the attention of an audience. In 2014, Net-a-Porter, an online retailer introduced its first DOOH campaign in Canary Wharf, which involves the use of digital screens to display items being purchased from its place in real-time, and the place where the sale was taking place.

Thus, digital screens are regarded as a potential medium to communicate information in a lively and eye-catching manner. Such kinds of campaign are more expected to grab public attention than conventional billboards or posters. Additionally, Walmart used digital billboards by Lamar Advertising to run seasonally appropriate advertisements. Rising competition in the organized retail sector and an increasing number of shopping malls have encouraged the marketers to harness the opportunity of DOOH media to engage a large audience and drive sales.

Global DOOH Market Share by Vertical, 2019 (%)

Regional Outlook

Geographically, the market is segmented into North America, Europe, Asia-Pacific, and Rest of the World (RoW). In 2019, North America is anticipated to hold a significant share in the market owing to the significant focus on programmatic advertising in the region coupled with the availability of some major players with different verticals in the region. The retailers, entertainment, and hospitality sectors have been focusing on programmatic advertising in the region, which in turn, is accelerating the market growth. Asia-Pacific is estimated to witness significant growth in the market during the forecast period owing to the increasing smart city initiatives and increasing focus on digital marketing campaigns in the region.

Global DOOH Market Growth, by Region 2020-2026

Market Players Outlook 

The major players operating in the market include JCDecaux Group, OUTFRONT Media Inc., Daktronics, Inc., Clear Channel Outdoor Holdings, Inc., and Adomni, Inc. The market players are constantly focusing on gaining significant market share by adopting mergers & acquisitions, geographical expansion, product launch, and partnerships and collaborations. For instance, in September 2019, OUTFRONT Media Inc. acquired 16 digital displays and 22 large-format static billboards in the Chicago, Illinois from Total Outdoor. This acquisition will further strengthen the company’s position in Chicago, the third-largest designated market area (DMA) in the US and among the most important markets of the OUTFRONT. In the first half of 2019, the company has witnessed potential sales in the out-of-home market, and they are looking forward to this opportunity to further invest in Chicago to accelerate its growth and success.

The Report Covers

• Market value data analysis of 2019 and forecast to 2026.
• Annualized market revenues ($ million) for each market segment.
• Country-wise analysis of major geographical regions.
• Key companies operating in the global DOOH market. Based on the availability of data, information related to pipeline products, and relevant news is also available in the report.
• Analysis of business strategies by identifying the key market segments positioned for strong growth in the future.
• Analysis of market-entry and market expansion strategies.
• Competitive strategies by identifying ‘who-stands-where’ in the market.