Global Digital Out-of-Home (DOOH) Market Report 2020-2026 - The Rise of Augmented Reality & Nex-Gen Glad-vertising

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Nov 26, 2020, 10:00 ET

DUBLIN, Nov. 26, 2020 /PRNewswire/ -- The "Digital OOH - Global Market Trajectory & Analytics" report has been added to ResearchAndMarkets.com's offering.

The global market for Digital Out-of-Home (DOOH) advertising is projected to reach US$26.9 billion by 2025, driven by the distinct shift towards digital technology in the media world, led by the advent of latest technologies and devices.

This digital trend has affected traditional display formats, and caused fragmentation in the audience base. While print media has suffered considerable declines in readership due to the digitalization trend, television media`s audience base has remained relatively unchanged with an additional shift seen in the form of greater choice of digital platforms becoming available to the audiences. For out-of-home advertising, there has been a significant growth, led by the increasing urbanization of world`s population.

The introduction of digital solutions is transforming hitherto lethargic traditional outdoor advertising into a highly potent area of growth. Digital technologies like digital billboards are 3 times more impactful than static billboards. In addition, digital technologies provide rich data and analytical insights that can be used for real-time OOH ad optimization and agility; Interactive ads bring in more dynamic experiences than static messaging; integration of programmatic strategies ensure that OOH ad campaigns are auto-managed with reference to pricing, availability, scheduling of resources & audience targeting.

Developing and expanding ad ecosystems and networks in line with the rise of smart cities will offer explosive opportunities for growth in the coming years. Digital technology has enabled outdoor advertising format to become more flexible and relevant to consumers and advertisers, and also aided in extending its reach to a wider audience base.

Given the inherent characteristic of outdoor advertising, digital technology is becoming well integrated with changing ways of consumers` interaction with advertisers. A significant advantage of using digital technology in outdoor advertising is that the relevance and interaction levels are offered at a relatively lower cost per contact given the rapidly expanding audience base.

Digital technology is also being used to quantify the medium`s contribution through measurement of audience engagement and return on investment in outdoor advertising, a capability that has particularly found favor with ad agencies and marketers. With the world becoming increasing connected socially, outdoor advertising is emerging as the mass medium with the ability to collaborate with the increasingly urban, mobile and social consumer.

Personalization of DOOH advertising will emerge as a key trend in the market over the coming years. Linking mobiles of viewers to DOOH screens in the proximity, using location data, will become commonplace. Such mobile location-based marketing enables brands to target customers with more personalized advertising.

Also, information gathered from phones will be anonymized by data vendors and carriers for selling to media owners. The data provides information of demographic groups for instance, information about business travelers who walk by an advertisement. Such data will be used alongside other insights like weather data and traffic related data for better localizing ad content for DOOH advertising.

Competitors identified in this market include, among others:

Adams Outdoor Advertising
AOTO Electronics Co., Ltd
APG - SGA SA
Bell Media
Broadsign International LLC
Clear Channel Outdoor Holdings, Inc.
Daktronics, Inc.
Global
JCDecaux Group
Lamar Advertising Company
oOh!media Limited
Outfront Media, Inc.
Pattison Outdoor Advertising
Primedia Outdoor
StrAer SE & Co. KGaA.

Key Topics Covered:

I. INTRODUCTION, METHODOLOGY & REPORT SCOPE

II. EXECUTIVE SUMMARY

1. MARKET OVERVIEW

An Introduction to Digital OOH
Digital OOH: Current Market Scenario and Outlook
A Brief Overview of Trends Shaping the DOOH Market
Product Segment Analysis
Digital Billboards: Prominent Category
Digital Billboards Vs. Traditional Billboards
Transit Media Emerges as New Growth Vertical
Rising Demand for Street Furniture
Some Forms of Street Furniture
While Developed Regions Remain Major Revenue Contributors, Developing Regions Exhibit Fast Paced Growth
World Digital OOH Market by Region (2019 & 2025): Percentage Breakdown of Revenues for Developed and Developing Regions
World Digital OOH Market - Geographic Regions Ranked by % CAGR (Revenues) for 2018-2025: China, Asia-Pacific, Latin America, Middle East, Africa, Canada, USA, Europe, and Japan
Economic Scenario and Its Impact on Digital OOH Market
Global Economic Outlook: Real GDP Growth Rates in % by Country/Region for the Years 2018 through 2021
Competitive Landscape
Digital OOH: Fragmented Marketplace
Recent Market Activity
Global Outdoor Advertising Competitor Revenues in US$ Billion
Impact of Covid-19 and a Looming Global Recession

2. FOCUS ON SELECT PLAYERS

Adams Outdoor Advertising (USA)
AOTO Electronics Co., Ltd (China)
APG - SGA SA (Switzerland)
Bell Media (Canada)
Broadsign International LLC (Canada)
Ayuda Media Systems (Canada)
Clear Channel Outdoor Holdings, Inc. (USA)
Daktronics, Inc. (USA)
Global (UK)
JCDecaux Group (France)
Lamar Advertising Company (USA)
oOh!media Limited (Australia)
Outfront Media, Inc. (USA)
Pattison Outdoor Advertising (Canada)
Primedia Outdoor (South Africa)
Stroer SE & Co. KGaA (Germany)

3. MARKET TRENDS & DRIVERS

Growing Importance of Outdoor Advertising Creates Fertile Environment for Digital OOH
A Note on Evolution of Outdoor Advertising
World Outdoor Advertising Expenditure (in US$ Billion) for the Years 2018 through 2025
Breakdown World Outdoor Advertising Expenditure (in %) by Region/Country for the Year 2019
Leading Advertisers in OOH Spending Globally
Digital OOH Rides on the Urbanization Wave
World Urban Population in Thousands: 1950-2050
Degree of Urbanization Worldwide: Urban Population as a % of Total Population by Geographic Region for the Years 1950, 1970, 1990, 2018, 2030 and 2050
Percentage of Urban Population in Select Countries for 2018, 2020, 2030, 2040 and 2050
Urban Skyscrapers with Building Wrap Screens Drive Adoption
Increased Vehicular Traffic in Urban Territories Augurs Well
Smart City, the New Urban Infrastructure Concept, to Drive Next Wave of Growth in DOOH
World Smart City Investments (in US$ Billion) for the Years 2018 through 2025
Breakdown of World Smart City Investments (in %) by Country/Region for the Year 2019
Airports: Niche Segment
Smart Airports to Widen Airport DOOH
World Smart Airport Investments (in US$ Million) for the Years 2018 through 2025
Programmatic Approach Steps In to Instigate Broad-based Opportunities for Digital OOH
Fragmented In-Home Advertising Extends Opportunities
Special Entertainment Events Provides Momentum
Technological Confluence Sparks Innovative Approaches to Digital OOH
AI and Data Analytics Come to the Fore to Enhance DOOH Capabilities
Smartboards Enhance Viewer Recall of Outdoor Ads
Gesture Technology Proliferates the DOOH Vertical
The Rise of Augmented Reality & Nex-Gen Glad-vertising
Eco-Friendly Designs, Sleeker Hardware & Smarter Software Proliferate DOOH Domain
Issues & Challenges
Lack of Measurement: A Key Impediment
Unconventional Pricing Models
Issues with Targeting & Attribution
Safety Issues Being Taken to Higher Levels
Municipal Contracts: Inducing Uncertainty into Business
Unfavorable Regulations for Outdoor Advertising
Competition from Established & Emerging Forms of Advertising: A Challenge to Reckon With

4. GLOBAL MARKET PERSPECTIVE

III. MARKET ANALYSIS

GEOGRAPHIC MARKET ANALYSIS

UNITED STATES

Market Facts & Figures
US Outdoor Advertising Market Share (in %) by Company: 2019
The United States: Major Market for Digital OOH
Prominent Market Drivers
Digital Billboards Continue to Grow in Prominence
Technology Developments Sharpen Growth in Digital Billboards Vertical
Banking & Financial Services Firms Rely on DOOH
Tough Regulatory Stance: Major Challenge
Advertising Market Data
US Advertising Market by Medium (2020): Percentage Breakdown of Ad Spending for Digital, Outdoor, Print, Radio and Television
Market Analytics

EUROPE

REST OF EUROPE

ASIA-PACIFIC

LATIN AMERICA

MIDDLE EAST

AFRICA

Market Facts & Figures
Outdoor Advertising in Africa: A Review
Nigeria: Outdoor Advertising Market on the Rise
Kenya: Opposition to Outdoor Advertising
Market Analytics

IV. COMPETITION

Total Companies Profiled: 44

For more information about this report visit https://www.researchandmarkets.com/r/mreufm

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