What are the recent trends in market size and growth for the digital out-of-home advertising market?
The digital out-of-home advertising market size has grown rapidly in recent years. It will grow from $19.31 billion in 2024 to $21.70 billion in 2025 at a compound annual growth rate (CAGR) of 12.4%. The growth in the historic period can be attributed to rising smart city initiatives, enhancing the use of the Internet of Things, rising use of digital signage with city transport, rising use of smart beacons to trigger location-based ads, and growing multilingual content.
The digital out-of-home advertising market size is expected to see rapid growth in the next few years. It will grow to $34.25 billion in 2029 at a compound annual growth rate (CAGR) of 12.1%. The growth in the forecast period can be attributed to the growth of connected smart devices, growing demand for eco-friendly digital displays, expansion in digital transit and mobile solutions, adoption of facial recognition for targeted ads, and the rise in digital billboards in retail environments. Major trends in the forecast period include rising integration of virtual reality, development of 5G-enabled advertising networks, advancements in geolocation-based targeting, implementation of blockchain for ad tracking, and integration of social media and user-generated content.
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How have varous drivers impacted the growth of the digital out-of-home advertising market?
The increasing demand for creative and interactive displays is expected to propel the digital out-of-home advertising market going forward. Creative and interactive display refers to digital screens or visual installations designed to engage users actively by combining creativity with interactivity. Creative and interactive displays are increasing due to their ability to enhance user engagement, leverage advanced technology, provide personalized experiences, offer competitive advantages, improve retail interactions, and enable real-time data collection for targeted marketing. Digital out-of-home advertising plays a pivotal role in boosting the demand for creative and interactive displays by leveraging advanced technologies to deliver captivating, personalized content in high-traffic areas, enhancing audience engagement and brand visibility. For instance, in August 2024, according to Signage Info, a Canada-based advertising company, the revenue of digital out-of-home advertising in the UK in the first half of 2023 was $443.73 million, which reached $536.91 million in 2024. Therefore, the increasing demand for creative and interactive displays drives the digital out-of-home advertising market.
What are the primary segments 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
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Which firms are leading the digital out-of-home advertising market?
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
How will industry trends affect the trajectory of the digital out-of-home advertising market?
Major companies operating in the digital out-of-home advertising market are focusing on the development of innovative offerings such as dynamic outdoor advertising platforms, which provide an omnichannel digital advertising experience for brands. A dynamic outdoor advertising platform is a digital advertising system that enables real-time updates and adaptability of advertising content based on contextual factors such as weather, time, and audience demographics, allowing brands to deliver relevant messages to consumers as they engage with the advertisement. For instance, in September 2024, ShopLiftr, a Canada-based advertising services company, launched a programmatic digital out-of-home advertising solution that delivers personalized and geotargeted messages in real time. This offers real-time, geotargeted, multilingual ads on any screen, seamlessly integrating with existing ad tech for an omnichannel experience. It enables dynamic, data-driven advertising with AI-powered localization, precise geo-targeting, and flexible messaging, significantly enhancing customer engagement and boosting sales.
Which geographic trends are shaping the digital out-of-home advertising market, and which region has the highest market share?
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.
What Does The Digital Out-Of-Home Advertising Market Report 2025 Offer?
The digital out-of-home advertising market research report from The Business Research Company offers global market size, growth rate, regional shares, competitor analysis, detailed segments, trends, and opportunities.
Digital Out-of-Home Advertising (DOOH) refers to the delivery of dynamic, digital advertising content displayed on electronic screens and digital billboards in public spaces. Unlike traditional static ads, DOOH allows for real-time updates, interactivity, and targeted messaging based on factors such as location, time, and audience demographics.
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