세계의 디지털 옥외(OOH) 광고 시장 규모는 2024년 215억 달러에 달했습니다. 향후 IMARC Group은 2033년까지 이 시장이 541억 달러에 달하고, 2025년부터 2033년까지 10.26%의 성장률(CAGR)을 나타낼 것으로 예측했습니다. 최첨단 기술의 도입, 개인화와 데이터 주도의 의사 결정의 중시의 높아짐, 개인의 행동이나 기대의 변화, 디지털 기술의 이용 확대 등이 시장 확대의 주요 촉진요인이 되고 있습니다.
첨단 기술 통합
데이터 분석, 인공지능(AI) 및 증강현실(AR)은 기존의 OOH 광고를 보다 대화식이고 고도로 타겟팅된 캠페인으로 전환하는 데 유용합니다. 또한 디지털 스크린에는 센서와 카메라가 탑재되어 있어 실시간 분석이 가능하므로 광고주는 인구통계나 사용자 행동 등 다양한 요인에 따른 컨텐츠를 큐레이션할 수 있습니다. 또한 모바일 기기와의 통합은 참여도를 높이고 시청자에게 맞춤형 경험을 제공하는 데 도움이 됩니다. 2022년 6월 2일, Adani Airports Holdings Ltd(AAHL)는 이 회사의 공항 포트폴리오 전반에 걸쳐 프로그래매틱 광고 지원 디지털 아웃 오브 홈(DOOH) 미디어를 제공했습니다. 아다니 공항에서는 Lemma를 통해 프로그래매틱 광고 게재를 가능하게 함으로써 동적 광고 렌더링, 잠재고객 바이잉 실천, 변수 및 실시간 트리거에 매핑된 컨텍스트, 실시간 광고 실행 등 화면을 강화할 수 있습니다.
데이터 중심의 의사 결정
데이터 중심의 의사결정 프로세스에 대한 의존도가 높아짐에 따라 디지털 옥외(OOH) 광고 시장의 성장이 이어지고 있습니다. 광고주는 개인의 행동, 기호, 동향을 파악하고 맞춤형 컨텐츠를 제공하기 위해 고급 애널리틱스에 투자합니다. 또한 데이터 알고리즘을 활용한 프로그래매틱 광고는 자동화된 실시간 광고 구매 및 게재를 가능하게 하고 있습니다. 디지털 옥외 미디어의 주요 기업인 QMS는 2022년 8월 29일 월드급 시드 오브 시드니 스트리트 패니처 네트워크의 캠페인 기반 판매를 발표했습니다. QMS의 새로운 시드니 도시 광고 인벤토리의 90%는 디지털 광고로 보다 역동적이고 데이터 중심의 매력적인 옥외 광고에 대한 수요 증가에 대응합니다. 또한 이산화탄소 배출량을 최소화하기 위해 100% 그린 파워 에너지를 사용하고 있습니다.
소비자의 행동과 기대의 변화
소비자 행동과 기대 변화로 인해 디지털 옥외(OOH) 광고 수요가 증가하고 있습니다. 사람들은 커넥티드 월드의 발전으로 개인화된 관련성 높은 컨텐츠를 선호하게 되었습니다. 게다가 업계 각사는 몰입감과 기억에 남는 체험을 요구하는 소비자의 욕구를 충족시키기 위해 역동적이고 문맥 관련 메시지를 전달하고 있습니다. 디지털 아웃 오브 홈(DOOH)은 브랜드와 소비자 간의 연결을 강화하고 의미있는 방식으로 시청자를 유치하는 다목적 플랫폼을 제공합니다. 2021년 8월 31일 Airsqreen은 광고주와 스크린 운영자를 연결하는 업계 최초의 디지털 옥외 광고 플랫폼을 출시했습니다. 이것은 업계 전반에 새로운 수준의 신뢰와 새로운 수익의 가능성을 제공하는 간단한 플랫폼입니다.
The global digital out-of-home advertising market size reached USD 21.5 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 54.1 Billion by 2033, exhibiting a growth rate (CAGR) of 10.26% during 2025-2033. The incorporation of cutting-edge technologies, the growing emphasize on personalization and data-driven decision-making, the shifting behavior and expectations of individuals, and the increasing use of digital technology are some of the major drivers of the market expansion.
Integration of advanced technologies
Data analytics, artificial intelligence (AI), and augmented reality (AR) are benefit in transforming traditional OOH advertising into more interactive and highly targeted campaigns. Additionally, digital screens comprise sensors and cameras that provide real time analysis, which aids advertisers in curating content as per various factors like demographics and user behavior. Furthermore, integration with mobile devices is beneficial in increasing engagement and providing a personalized experience to the audience. On 2 June 2022, Adani Airports Holdings Ltd (AAHL) offered programmatic advertising-enabled digital out-of-home (DOOH) media across its portfolio of airports. Enabling programmatic ad serving at Adani Airports via Lemma would enhance the screens to render dynamic ads, practice audience buying, contextual and real-time ad execution mapped to variables and real-time triggers.
Data-driven decision making
The increasing reliance on data-driven decision-making processes is bolstering the digital out-of-home advertising market growth. Advertisers are investing in advanced analytics to gain insights into the behavior, preferences, and trends of individuals and provide them with customized content. Additionally, programmatic advertising that is powered by data algorithms enables automated, real time buying and placement of ads. QMS, the leading digital outdoor media company, unveiled the campaign-based selling for its world-class City of Sydney Street furniture network on 29 August 2022. 90% of QMS' new City of Sydney advertising inventory is digital that meet the growing demand for more dynamic and data-led and engaging outdoor advertising. It is also powered by 100% GreenPower energy to minimize carbon footprint.
Changing consumer behavior and expectations
Shifts in consumer behavior and expectations are creating an increasing digital out-of-home advertising demand. People are preferring personalized and relevant content due to increasingly connected world. In addition, industry players are delivering dynamic and contextually relevant messages to fulfil the desire for immersive and memorable experiences. Digital out-of-home (DOOH) provides a versatile platform for brands to engage audiences in meaningful ways, fostering a stronger connection between brands and consumers. On 31 August 2021, Airsqreen launched industry-first advertising platform for digital out-of-home advertising that connects advertisers to screen operators. This is a simple platform that brings a new level of confidence and new revenue potential for the entire industry.
Digital billboards account for the majority of the market share
Digital billboards use cutting-edge technology to present dynamic and eye-catching content to a large audience. Their placement is well-planned to optimize their exposure, which makes them a top option for advertisers looking for high visibility and recognition for their business. Digital billboards are a dynamic medium for outdoor advertising that gives advertisers a powerful tool to catch attention and deliver memorable messages. They can incorporate interactive components and real-time data. Advertisers can promptly alter and personalize their messaging, guaranteeing their pertinence and adaptability to evolving market conditions. On 10 February 2021, Axios announced its partnership with OUTFRONT Media on its 'MOMENTS by OUTFRONT' content platform. The new collaboration will feature Axios editorial content on digital billboards and transit displays throughout cities.
Outdoor holds the largest share of the industry
Outdoor includes a wide range of formats like digital billboards, transit displays, and street furniture. It can reach a massive and diverse audience and offer unparalleled visibility and impact. Besides this, advertisers are investing in digital displays to deliver relevant content that grabs the attention of individuals and enhances their brand awareness, which in turn helps in increasing their revenues. On 30 May 2023, JCDecaux SE, entered into an agreement with Clear Channel Outdoor Holdings, Inc., to enhance its footprint in Italy and Spain and in a rapidly evolving digitalized outdoor advertising.
Retail represents the leading market segment
The advertising in retail sector aims to enhance the shopping experience of individuals. Retailers are investing in digital displays to display their products, enhance promotions, and improve brand messages in a visually compelling manner. The growth of the segment is driven by the desire to create engaging and immersive shopping environments, ultimately increasing brand awareness, and driving sales. On 21 June 2022, JCDecaux SA collaborated with VIOOH to launch their programmatic digital out-of-home (DOOH) offering for the Brazilian market. This allow JCDecaux to offer effective programmatic digital out-of-home (DOOH) campaigns on its premium screens across Brazil and help brands make meaningful connections with people.
Asia Pacific leads the market, accounting for the largest digital out-of-home advertising market share
The report has also provided a comprehensive analysis of all the major regional markets, which include North America, Europe, Asia Pacific, Middle East and Africa, and Latin America. According to the report, Asia Pacific represents the largest regional market for digital out-of-home advertising.
Rapid urbanization and technological advancements contribute to the vibrant digital out-of-home (DOOH) landscape in the Asia Pacific region. Key players are investing in digital infrastructure to deploy highly targeted and visually compelling campaigns. The Asia-Pacific market is further fueled by the rising focus on creating a dynamic and evolving ecosystem. On 17 January 2022, Hivestack, a leading independent programmatic digital out-of-home (DOOH) ad tech company launched its full operations in the country 'Malaysia'. This allows brands, agencies, and omnichannel demand-side platforms (DSPs) in the country to access the Hivestack platform to plan, activate, and measure programmatic digital out-of-home (DOOH) campaigns.
(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)