DOOH(디지털 옥외 광고) 시장은 2025년부터 2032년까지 예측 기간 동안 10.85%의 연평균 복합 성장률(CAGR)로 성장하여 2024년 220억 5,000만 달러에서 2032년에는 502억 9,000만 달러에 달할 것으로 예측됩니다. 이 시장의 확대는 사람들의 미디어 소비 방식, 도시 건설 방식, 디지털 수단을 통한 광고 방법의 변화에 영향을 받고 있습니다. 도시화의 발전에 기여하는 주요 요인 중 하나는 교통 거점, 소매 센터, 상업 지구, 공공 공간을 통한 사람들의 흐름을 증가시키는 과정이며, 이로 인해 DOOH 네트워크의 트래픽이 증가합니다. 도시가 확장되고 출퇴근 패턴이 복잡해짐에 따라, 광고주들은 노출을 극대화하고 이동하는 대규모 시청자에게 효율적으로 도달하기 위해 가시성이 높은 옥외 및 교통수단용 디지털 포맷을 점점 더 많이 요구하고 있습니다.
이러한 변화를 촉진하는 또 다른 중요한 요인은 전통적인 정적인 옥외 매체에 대한 지출이 감소하는 반면, 보다 유연하고 비용 효율적인 디지털 포맷이 선택되는 경향이 있다는 점입니다. 디지털 사이니지나 위치 지정형 스크린은 정적 광고 이상의 기능을 제공합니다. 동적 컨텐츠 로테이션, 실시간 업데이트, 유연한 캠페인 관리 등이 가능하여 기존 포맷보다 훨씬 효과적입니다. 시간대, 장소, 시청자의 상황에 따라 메시지를 전달할 수 있는 능력은 측정 가능하고 반응성이 높은 매체로서 DOOH에 대한 광고주의 신뢰를 강화하고 있습니다.
소비자 주도 수요도 시장 확대의 요인입니다. 브랜드는 구매 결정이 임박한 소비자를 끌어들이기 위해 DOOH를 활용하고 있습니다. 지역별로는 북미가 선진적인 디지털 인프라와 잘 구축된 광고 생태계를 바탕으로 계속해서 선두를 달리고 있습니다. 한편, 아시아태평양은 대규모 도시 인구, 대규모 인프라 투자, 디지털 미디어의 보급 확대를 배경으로 가장 빠른 성장세를 보이고 있습니다.
예를 들어, 2025년 9월에는 카타르에서 VIOOH와 ELAN Media의 제휴를 통한 프로그래매틱 DOOH(디지털 옥외 광고) 추진으로 야외 및 교통 환경에 220개 이상의 디지털 스크린이 도입되었습니다. 이는 북미 이외 지역에서도 데이터 기반 자동화된 광고 솔루션의 채택이 확대되고 있음을 보여줍니다.
Digital Out-of-Home market is projected to witness a CAGR of 10.85% during the forecast period 2025-2032, growing from USD 22.05 billion in 2024 to USD 50.29 billion in 2032. The market is expanding, as it is influenced by changes in the way people consume media, build cities, and advertise through digital means. Among the major factors contributing to the growth of urbanization, is the process which increases the flow of people through transit hubs, retail centers, commercial districts, and public spaces, thus generating more traffic for DOOH networks. As cities expand and commuting patterns become more complex, advertisers increasingly seek high-visibility outdoor and transit digital formats to maximize exposure and reach large, mobile audiences efficiently.
Another significant factor driving this shift is the reduction of spending on traditional static out-of-home media in favor of more flexible and cost-efficient digital formats. Digital billboards and place-based screens offer capabilities beyond static advertising, including dynamic content rotation, real-time updates, and flexible campaign management, making them significantly more effective than traditional formats. Advertiser confidence in DOOH as a measurable and responsive medium has been strengthened by the ability to deliver messages based on time of day, location, and audience context.
Consumer-driven demand is yet another reason for the market to flourish as brands resort to DOOH to attract buyers when they are close to making a purchase decision. Geographically, North America continues to lead due to its advanced digital infrastructure and well-established advertising ecosystem, while the Asia-Pacific region is experiencing the fastest growth, driven by large urban populations, significant infrastructure investments, and rising adoption of digital media.
For instance, in September 2025, the promotion of programmatic digital out-of-home (DOOH) advertising in Qatar through a collaboration between VIOOH and ELAN Media resulted in the deployment of more than 220 digital screens across outdoor and transit environments, highlighting the growing adoption of automated, data-driven advertising solutions beyond North America.
Increasing Regulatory Mandates and Safety Codes are Driving Market Expansion
Advancements in digital display and interactive technologies are a major reason for the increased demand in the Global Digital Out-of-Home (DOOH) Advertising Market. This is because these technologies significantly improve visibility, engagement, and campaign effectiveness. Today, high-resolution LED and LCDs deliver sharper visuals, greater brightness, and improved overall performance across varying lighting and weather conditions, making DOOH formats equally effective in both outdoor and indoor environments. As a result of these advancements, advertisers have gained greater confidence in digital screens as more effective communication tools than traditional static signage.
Additionally, the adoption of interactive technologies has significantly enhanced the attractiveness of the DOOH medium, including touch-enabled displays, QR code integration, mobile connectivity, and sensor-based triggers.
These tools enable advertisers to engage audiences in real time, transforming DOOH from a passive medium into an active engagement channel, particularly in retail, transit, and entertainment environments where dwell times are higher.
For instance, in December 2025, Versus Systems and LiftMedia collaborated to launch interactive engagement technology throughout a DOOH network in Europe, including mobile app integrations that enable users to interact with digital screens, thus demonstrating interactivity and engagement are up as a direct result of technology upgrades.
Rapid Adoption of Programmatic and Real-Time Advertising Technologies Drives Demand for Global Digital Out-of-Homes
The global Digital Out-of-Home (DOOH) advertising market has been strongly influenced by the rapid shift toward real-time and programmatic advertising technologies. This is because these technologies enhance efficiency, flexibility, and accountability, as compared to traditional out-of-home media. Through programmatic DOOH, it is possible to automate the buying and selling of digital screen inventory using demand-side and supply-side platforms. This facilitates advertisers' planning, implementing, and optimizing their campaigns with less time and greater accuracy.
Furthermore, real-time capabilities allow advertisers to update content instantly in response to contextual triggers such as time of day, weather conditions, traffic levels, or audience presence. With this dynamic method, the relevance of the message to be delivered is increased, thus enhancing the overall campaign performance. As a result, DOOH has become increasingly attractive to brands seeking responsive, data-driven advertising solutions.
For instance, in August 2025, JCDecaux India collaborated with VIOOH to bring programmatic DOOH at Kempegowda International Airport in Bengaluru, thus allowing advertisers to buy digital ad space on 64 different screens. They were strategically placed through automated purchasing, hence giving a clear indication of increased programmatic adoption in premium transit environments.
Outdoor Advertising is Leading the Digital Out-of-Home Advertising Market Share
Outdoor advertising is leading the Global Digital Out-of-Home (DOOH) Market largely because of its nearly limitless reach, great visibility, and the ability to interact with many people, changing locations very quickly. Large-format digital billboards, roadside displays, and transit-based screens are some of the ways through which outdoor DOOH grabs the attention of commuters, pedestrians, and drivers, thus making it an effective medium for brand awareness and mass-market messaging. Outdoor placements, unlike indoor formats that depend on foot traffic at specific locations, benefit from continuous exposure in high-density urban environments, maximizing impressions and advertiser return on investment.
The strong position of outdoor DOOH is further reinforced by rapid urbanization and the continued expansion of city infrastructure. Cities are increasingly investing in smart transport hubs, highways, and commercial districts which, in addition to being ideal locations for digital signage installations, offer advertisers highly attractive environments for strategic audience engagement. In addition, these platforms enable real-time content management, audience measurement, and programmatic activation for outdoor digital displays, allowing advertisers to deliver highly relevant messages based on factors such as time of day, traffic conditions, and weather.
Moreover, outdoor media such as digital billboards support large-scale creative concepts, offer very high brightness for visibility even in direct sunlight, and capture the attention of mass audiences, enabling the delivery of dynamic and impactful campaigns at scale.
Collectively, these factors position outdoor DOOH as the preferred choice for advertisers seeking broad reach, high-impact visual communication, and measurable engagement, thereby securing its dominant position in the global market.
For instance, in October 2025, VIOOH collaborated with BIG OUTDOOR for the integration of 130 premium outdoor digital screens across major U.S. cities, to generate over 677 million monthly impressions, thereby emphasizing the preference of advertisers for outdoor placements that offer high visibility in metropolitan areas.
North America Dominates the Global Digital Out-of-Home Market Share
North America is leading the Digital Out-of-Home (DOOH) Market worldwide with a well-developed digital infrastructure, high urbanization rates, and mature advertising ecosystems that are technologically advanced. The region benefits from the widespread deployment of high-quality digital displays, including roadside billboards, transit media, and place-based indoor screens-enabling advertisers to efficiently reach large, diverse, and highly mobile audiences.
Besides that, strong technological capabilities such as ultra-high-resolution LED displays, interactive features, and programmatic integration make DOOH campaigns in North America more efficient and attractive compared with other parts of the world.
The dominance is thus supported by the hefty advertising expenditure and the early adoption of digital solutions by brands and agencies. In the U.S. and Canada, advertisers are quick to leverage real-time content management, audience measurement tools, and data-driven targeting, resulting in campaigns that are both highly effective and measurable. Large-format digital displays are widely used across the region's extensive transit networks, congested highways, and urban commercial centers, as these environments offer maximum visibility and audience engagement.
Besides that, cities in North America have been proactive in implementing smart city initiatives and upgrading their infrastructures, which has made the integration of digital signage in public and commercial environments easier. The regulatory frameworks are mostly favorable to digital out-of-home advertising, thus allowing for the flexible installation and deployment of screens. Taken together, these factors have turned North America into the largest and most powerful DOOH market, which is the main driver of innovation and standards for global adoption.
For instance, in January 2025, T-Mobile US announced its plan to acquire Vistar Media for USD 600 million, gaining access to more than 1.1 million digital advertising screens, thus consolidating the position of DOOH technology and scale as a pivotal factor in the North American advertising ecosystem.
Future Market Scenario (2025-2032F)
Expansion Across Vertical Industries
The use of DOOH advertising is anticipated to expand beyond traditional sectors like retail, automotive, and media, into financial services, healthcare, hospitality, and public services, where real-time, location-specific messaging can drive customer engagement and behavioral influence.
Enterprises will leverage DOOH as part of omnichannel marketing strategies, combining mobile, social, and in-store campaigns with outdoor digital screens to enhance brand awareness, support product launches, and generate footfall.
Regional Growth Dynamics
Asia-Pacific is expected to be the fastest-growing region during 2025-2032, driven by rapid urbanization, expanding smart city infrastructure, increasing digital media adoption, and rising investments in transit and commercial digital display networks.
North America will maintain its dominance in the market, attributed to its mature digital infrastructure, early adoption of programmatic and interactive DOOH solutions, high urban population density, and established advertising ecosystems supporting large-scale deployment and technological innovation.
Key Players Landscape and Outlook
The global Digital Out-of-Home (DOOH) Advertising Market is shaped by rapid digitalization of outdoor media assets, increasing adoption of programmatic advertising, and continuous advancements in display, connectivity, and data-driven content delivery technologies. Leading players in the market include global outdoor advertising operators, digital signage network owners, and DOOH technology and platform providers that manage large-format billboards, transit media, street furniture, and place-based digital screens. These companies focus on expanding premium screen inventories, upgrading static assets to digital formats, and enhancing content management capabilities to support real-time and location-based advertising.
The market outlook remains positive, supported by continued urbanization, increasing advertiser preference for high-impact outdoor media, and the growing integration of DOOH within omnichannel marketing strategies.
North America is expected to continue leading due to its mature advertising infrastructure and early adoption of programmatic DOOH, while Asia-Pacific is likely to witness faster expansion driven by smart city projects and infrastructure investments.
For instance, in January 2025, T-Mobile US announced the acquisition of Vistar Media, a leading programmatic DOOH platform, to strengthen its advertising business and expand access to large-scale digital screen networks across the United States, highlighting ongoing consolidation and technology-driven growth within the global DOOH ecosystem.
All segments will be provided for all regions and countries covered
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.