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세계의 디지털 OOH 광고 시장 보고서(2025년)
Digital Out-Of-Home Advertising Global Market Report 2025
상품코드 : 1727791
리서치사 : The Business Research Company
발행일 : On Demand Report
페이지 정보 : 영문 175 Pages
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한글목차

디지털 OOH 광고 시장 규모는 향후 수년간 급성장이 전망될 예정입니다. 예측 기간의 성장은 연결된 스마트 기기의 확대, 친환경 디지털 디스플레이에 대한 수요 증가, 디지털 교통 및 모바일 솔루션의 성장, 타겟 광고를 위한 얼굴 인식의 채택, 소매 환경에서 디지털 빌보드의 사용 증가에 의해 주도될 것입니다. 주요 동향으로서는 가상현실의 통합, 5G 대응 광고 네트워크의 개발, 지리 위치 정보 베이스의 타겟팅의 진전, 광고 트래킹을 위한 블록 체인의 도입, 디지털 OOH 광고에 있어서의 소셜 미디어와 유저 생성 컨텐츠의 통합 등을 들 수 있습니다.

크리에이티브 디스플레이와 인터랙티브 디스플레이에 대한 수요가 증가함에 따라 디지털 OOH 광고 시장의 확대를 이끌 것으로 예측됩니다. 이러한 디스플레이의 시작은 사용자 참여 강화, 첨단 기술 통합, 개인화된 경험 제공, 경쟁 우위 제공, 소매점과의 상호작용 개선, 타겟 마케팅을 위한 실시간 데이터 수집이 가능함 디지털 OOH 광고는 최첨단 기술을 활용하여 사람들이 많은 곳에서 매력적이고 맞춤화 된 컨텐츠를 제공하며 시청자의 참여와 브랜드 인지도를 높이는 것으로 이번 동향에 크게 기여합니다. 예를 들어, 2024년 8월 캐나다의 광고 회사인 Signage Info는 영국의 디지털 OOH 광고 수익이 2023년 상반기 4억 4,373만 달러에서 2024년 5억 3,691만 달러로 증가했다고 보고했습니다. 그 결과, 창의적이고 인터랙티브한 디스플레이에 대한 수요가 증가하면서 디지털 OOH 광고 시장의 성장을 촉진하고 있습니다.

디지털 OOH 광고 분야의 주요 기업은 브랜드에 옴니 채널 디지털 광고 경험을 제공하기 위해 동적 야외 광고 플랫폼과 같은 고급 솔루션을 개발하는 데 주력하고 있습니다. 이러한 플랫폼은 날씨, 시간, 오디언스 인구통계와 같은 상황적 요인에 따라 광고 콘텐츠를 실시간으로 업데이트하고 조정할 수 있어 브랜드가 소비자들에게 관련성 높은 메시지를 전달할 수 있도록 지원합니다. 예를 들어, 2024년 9월 캐나다의 광고 서비스 회사인 ShopLiftr은 실시간으로 개인화된 지역 타겟팅 메시지를 전달하는 프로그래매틱 디지털 옥외 광고 솔루션을 도입했습니다. 이 솔루션은 다양한 스크린에서 다국어 실시간 광고를 제공하며 기존 광고 기술과 원활하게 통합되어 옴니채널 경험을 제공합니다. AI를 활용한 현지화, 정확한 지오타겟팅 및 적응 가능한 메시징을 활용하여 이 플랫폼은 고객 참여를 강화하고 매출을 촉진합니다.

목차

제1장 주요 요약

제2장 시장 특징

제3장 시장 동향과 전략

제4장 시장 - 거시경제 시나리오 금리, 인플레이션, 지정학, 신형 코로나 바이러스 감염의 영향과 회복이 시장에 미치는 영향을 포함한 거시경제 시나리오

제5장 세계의 성장 분석과 전략 분석 프레임워크

제6장 시장 세분화

제7장 지역별/국가별 분석

제8장 아시아태평양 시장

제9장 중국 시장

제10장 인도 시장

제11장 일본 시장

제12장 호주 시장

제13장 인도네시아 시장

제14장 한국 시장

제15장 서유럽 시장

제16장 영국 시장

제17장 독일 시장

제18장 프랑스 시장

제19장 이탈리아 시장

제20장 스페인 시장

제21장 동유럽 시장

제22장 러시아 시장

제23장 북미 시장

제24장 미국 시장

제25장 캐나다 시장

제26장 남미 시장

제27장 브라질 시장

제28장 중동 시장

제29장 아프리카 시장

제30장 경쟁 구도와 기업 프로파일

제31장 기타 주요 기업 및 혁신 기업

제32장 세계 시장 경쟁 벤치마킹과 대시보드

제33장 주요 인수합병(M&A)

제34장 최근 시장 동향

제35장 시장의 잠재력이 높은 국가, 부문, 전략

제36장 부록

KTH
영문 목차

영문목차

Digital Out-of-Home Advertising (DOOH) involves the presentation of dynamic digital advertising content on electronic screens and digital billboards in public spaces. Unlike traditional static ads, DOOH enables real-time updates, interactivity, and targeted messaging based on factors such as location, time, and audience demographics.

The key format types of DOOH advertising include digital billboards, video advertising, ambient advertising, and others. Digital billboards are electronic display boards that utilize digital technology to showcase dynamic and customizable advertisements in high-traffic areas. DOOH advertising is used by businesses of all sizes, including large, medium, and small enterprises. Its applications span both indoor and outdoor environments, with end users across various sectors such as retail, recreation, banking, transportation, education, and more.

The digital out-of-home advertising market research report is one of a series of new reports from The Business Research Company that provides digital out-of-home advertising market statistics, including digital out-of-home advertising industry global market size, regional shares, competitors with a digital out-of-home advertising market share, detailed digital out-of-home advertising market segments, market trends and opportunities, and any further data you may need to thrive in the digital out-of-home advertising industry. This digital out-of-home advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

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 the rise of smart city initiatives, the increasing use of the Internet of Things (IoT), the expanding adoption of digital signage in city transportation, the growing use of smart beacons for location-based advertising, and the surge in 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 will be driven by the expansion of connected smart devices, increasing demand for eco-friendly digital displays, the growth of digital transit and mobile solutions, the adoption of facial recognition for targeted advertising, and the rising use of digital billboards in retail environments. Key trends include the integration of virtual reality, the development of 5G-enabled advertising networks, advancements in geolocation-based targeting, the implementation of blockchain for ad tracking, and the integration of social media and user-generated content in DOOH advertising.

The growing demand for creative and interactive displays is expected to drive the expansion of the digital out-of-home advertising market. Creative and interactive displays refer to digital screens or visual installations that actively engage users by integrating creativity with interactivity. The rise in these displays is attributed to their ability to enhance user engagement, incorporate advanced technologies, provide personalized experiences, offer competitive advantages, improve retail interactions, and enable real-time data collection for targeted marketing. Digital out-of-home advertising contributes significantly to this trend by leveraging cutting-edge technologies to deliver compelling, customized content in high-traffic areas, increasing audience engagement and brand visibility. For example, in August 2024, Signage Info, a Canada-based advertising company, reported that revenue from digital out-of-home advertising in the UK reached $536.91 million in 2024, up from $443.73 million in the first half of 2023. As a result, the rising demand for creative and interactive displays is fueling growth in the digital out-of-home advertising market.

Leading companies in the digital out-of-home advertising sector are concentrating on developing advanced solutions, such as dynamic outdoor advertising platforms, to offer an omnichannel digital advertising experience for brands. These platforms allow real-time updates and adaptable advertising content based on contextual factors such as weather, time, and audience demographics, enabling brands to deliver highly relevant messages to consumers. For instance, in September 2024, ShopLiftr, a Canada-based advertising services company, introduced a programmatic digital out-of-home advertising solution that delivers personalized and geotargeted messages in real time. This solution provides multilingual, real-time ads across various screens and seamlessly integrates with existing ad technologies for an omnichannel experience. By leveraging AI-powered localization, precise geo-targeting, and adaptable messaging, the platform enhances customer engagement and drives sales.

In October 2024, DLM Media, a US-based digital content distributor and media company, partnered with CETV Now to expand the reach of digital out-of-home advertising by deploying digital screens in high-traffic venues across the U.S. This collaboration provides businesses with a robust platform for targeted, venue-specific advertising, supported by seamless installation, programming, and maintenance services. CETV Now is a US-based advertising agency specializing in digital out-of-home networks.

Major players in the digital out-of-home advertising market are ProSiebenSat1 Media, VGI Global Media, JCDecaux, Clear Channel, Lamar Advertising Company, Stroer 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, and Global Advertising Media Private Limited.

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 digital out-of-home advertising report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East and Africa.

The countries covered in the digital out-of-home advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The digital out-of-home advertising market consists of revenues earned by entities by providing services such as content management services, programmatic advertising services, and analytics and reporting services. The market value includes the value of related goods sold by the service provider or included within the service offering. The digital out-of-home advertising market also includes sales of interactive kiosks, video walls, and augmented reality displays. Values in this market are 'factory gate' values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Digital Out-Of-Home Advertising Global Market Report 2025 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses on digital out-of-home advertising market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

Where is the largest and fastest growing market for digital out-of-home advertising ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? The digital out-of-home advertising market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The forecasts are made after considering the major factors currently impacting the market. These include the Russia-Ukraine war, rising inflation, higher interest rates, and the legacy of the COVID-19 pandemic.

Scope

Table of Contents

1. Executive Summary

2. Digital Out-Of-Home Advertising Market Characteristics

3. Digital Out-Of-Home Advertising Market Trends And Strategies

4. Digital Out-Of-Home Advertising Market - Macro Economic Scenario Macro Economic Scenario Including The Impact Of Interest Rates, Inflation, Geopolitics And Covid And Recovery On The Market

5. Global Digital Out-Of-Home Advertising Growth Analysis And Strategic Analysis Framework

6. Digital Out-Of-Home Advertising Market Segmentation

7. Digital Out-Of-Home Advertising Market Regional And Country Analysis

8. Asia-Pacific Digital Out-Of-Home Advertising Market

9. China Digital Out-Of-Home Advertising Market

10. India Digital Out-Of-Home Advertising Market

11. Japan Digital Out-Of-Home Advertising Market

12. Australia Digital Out-Of-Home Advertising Market

13. Indonesia Digital Out-Of-Home Advertising Market

14. South Korea Digital Out-Of-Home Advertising Market

15. Western Europe Digital Out-Of-Home Advertising Market

16. UK Digital Out-Of-Home Advertising Market

17. Germany Digital Out-Of-Home Advertising Market

18. France Digital Out-Of-Home Advertising Market

19. Italy Digital Out-Of-Home Advertising Market

20. Spain Digital Out-Of-Home Advertising Market

21. Eastern Europe Digital Out-Of-Home Advertising Market

22. Russia Digital Out-Of-Home Advertising Market

23. North America Digital Out-Of-Home Advertising Market

24. USA Digital Out-Of-Home Advertising Market

25. Canada Digital Out-Of-Home Advertising Market

26. South America Digital Out-Of-Home Advertising Market

27. Brazil Digital Out-Of-Home Advertising Market

28. Middle East Digital Out-Of-Home Advertising Market

29. Africa Digital Out-Of-Home Advertising Market

30. Digital Out-Of-Home Advertising Market Competitive Landscape And Company Profiles

31. Digital Out-Of-Home Advertising Market Other Major And Innovative Companies

32. Global Digital Out-Of-Home Advertising Market Competitive Benchmarking And Dashboard

33. Key Mergers And Acquisitions In The Digital Out-Of-Home Advertising Market

34. Recent Developments In The Digital Out-Of-Home Advertising Market

35. Digital Out-Of-Home Advertising Market High Potential Countries, Segments and Strategies

36. Appendix

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