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市場調查報告書
商品編碼
1268925

全球戶外廣告市場——2023-2030

Global Out-of-Home (OOH) Advertisement Market - 2023-2030
出版日期: | 出版商: DataM Intelligence | 英文 200 Pages | 商品交期: 約2個工作天內

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簡介目錄

市場概覽

在預測期內（2023 年至 2030 年），全球戶外 (OOH) 廣告市場預計將以 13.3% 的複合年增長率增長。

戶外廣告的主要優勢在於它可以覆蓋戶外的消費者，他們更容易接受廣告信息。 OOH 廣告還可以提供很高的知名度，尤其是在人口稠密的城市地區。 Billboard 在 2022 年以 49.01% 的市場份額領先。 廣告牌是最具成本效益的戶外廣告策略，可以簡單明了地傳達您的品牌信息。

在平台細分市場中，靜態細分市場在 2022 年以 73.20% 的市場份額領先。 固定平台為品牌向消費者傳達信息提供了最有效和最經濟的方式。 然而，數字平台有望在預測期內超過靜態平台。 在預測期內，數字平台預計將在 2030 年佔 55.68% 的份額。 數字平台份額的增加主要是由於戶外廣告公司越來越關注數字平台以及各種公共場所電子顯示標牌的日益普及。 數字平台允許根據廣告商位置和人口統計數據進行高級定位。

市場動態

融入新技術進步

技術徹底改變了戶外 (OOH) 廣告。 戶外廣告現在正在利用技術來製作更具吸引力和互動性的廣告，並衡量和優化活動。

數字屏幕和程序化廣告的採用徹底改變了戶外廣告市場。 數字屏幕允許廣告商創建可以實時更新的動態、交互式廣告，而程序化廣告允許更精確的定位和活動優化。

隨著移動設備和基於位置的服務的興起，戶外廣告商可以利用這項技術製作更加個性化和相關的廣告。 例如，戶外廣告商可以使用移動數據來識別消費者何時靠近某些廣告，並將個性化信息推送到他們的移動設備。

嚴格的政府規定

政府對戶外廣告實施內容限制，尤其是在學校和宗教場所等敏感區域。 這些限制可能會限制可以在戶外廣告中顯示的內容類型，或者要求戶外廣告商獲得特殊許可才能顯示某些類型的內容。

此外，政府對戶外廣告公司徵收重稅。 稅收負擔可能會阻礙未來成立的中小企業的業務擴張。 各國政府，尤其是歐洲發達國家的政府，已經通過了阻礙有針對性的數字戶外廣告增長的數據保護法。 嚴格的政府法規已成為限制全球市場增長的關鍵因素。

COVID-19 影響分析

COVID-19 分析包括 COVID 前情景、COVID 情景、COVID 後情景、價格動態（與 COVID 前情景相比，大流行期間和之後的價格變化）、供需譜（需求和供應變化由於貿易限制、封鎖和後續問題）；我們還計劃解釋製造商的舉措。

內容

第 1 章研究方法和範圍

  • 調查方法
  • 調查目的和範圍

第 2 章定義和概述

第 3 章執行摘要

  • 片段類型
  • 按平台分類的片段
  • 區域摘要

第四章市場動態

  • 影響因素
    • 主持人
      • 融入新技術的發展
    • 約束因素
      • 嚴格的政府法規
    • 機會
      • 在數字標牌中使用大數據分析
    • 影響分析

第五章行業分析

  • 波特的五力分析
  • 供應鏈分析
  • 價格分析
  • 監管分析

第 6 章 COVID-19 分析

  • COVID-19 分析
    • 在 COVID-19 情景之前
    • 當前的 COVID-19 情景
    • COVID-19 後或未來情景
  • COVID-19 期間的價格動態
  • 供需範圍
  • 大流行期間與市場相關的政府舉措
  • 製造商的戰略舉措
  • 結論

第 7 章按類型

  • 廣告牌
  • 購物中心、交通展示
  • 街道家具
  • 放置基地

第 8 章按平台

  • 靜態的
  • 數字

第9章按地區

  • 北美
    • 美國
    • 加拿大
    • 墨西哥
  • 歐洲
    • 德國
    • 英國
    • 法國
    • 意大利
    • 俄羅斯
    • 其他歐洲
  • 南美洲
    • 巴西
    • 阿根廷
    • 其他南美洲
  • 亞太地區
    • 中國
    • 印度
    • 日本
    • 澳大利亞
    • 其他亞太地區
  • 中東和非洲

第10章競爭格局

  • 競爭場景
  • 市場分析/份額分析
  • 併購分析

第11章公司簡介

  • 環球傳媒娛樂有限公司
    • 公司簡介
    • 產品組合和說明
    • 財務摘要
    • 主要發展
  • Stroer
  • JCDecaux
  • Clear Channel Outdoor Holdings, Inc.
  • Asiaray Media Group Limited
  • OUTFRONT Media Inc.
  • Focus Media
  • oOh!media Limited
  • Daktronics
  • Intersection
  • Stellar Lifestyle Pte Ltd

第12章 附錄

簡介目錄
Product Code: ICT1911

Market Overview

The global out-of-home (OOH) advertisement market reached US$ XX million in 2022 and is projected to witness lucrative growth by reaching up to US$ XX million by 2030. The market is growing at a CAGR of 13.3% during the forecast period (2023-2030).

The main advantage of OOH advertising is that it reaches consumers outside of their homes, where they are likely to be more receptive to advertising messages. OOH ads can also provide a high level of exposure, particularly in densely populated urban areas. Among types, the billboards segment accounted for a leading market share of nearly 49.01% in 2022. Billboards are the most cost-effective OOH advertising strategy that conveys brand message in a simple and concise way.

Static segment is leading within the platform segment, with a market share of 73.20% in 2022. Static platform offers the most effective and economical method for brands to communicate their message to consumers. However, the digital platform is likely to surpass static platform during the forecast period. Digital platform is projected to have a share of 55.68% in 2030 over the forecast period. The rising share of digital platforms is mainly due to the increasing focus by OOH advertisement companies on digital platforms and growing proliferation of electronic display signages across various public places. Advertising can be highly targeted, based on the location and demographics of the audience.

Market Dynamics

Incorporation of new technological advancements

Technological advancements have revolutionized the out-of-home (OOH) advertisement. OOH advertising has been able to leverage technology to create more engaging and interactive advertisements, as well as to measure and optimize campaigns.

The adoption of digital screens and programmatic advertising has significantly transformed the OOH advertisement market. Digital screens allow advertisers to create dynamic and interactive advertisements that can be updated in real-time, while programmatic advertising allows for more precise targeting and better optimization of campaigns.

With the rise of mobile devices and location-based services, OOH advertisers can leverage this technology to create more personalized and relevant advertisements. For instance, OOH advertisers can use mobile data to identify when consumers are near a particular advertisement and push personalized messages to their mobile devices.

Stringent government regulations

Governments have imposed content restrictions on OOH advertisements, particularly in sensitive areas such as schools or religious institutions. The restrictions may limit the type of content that can be displayed on OOH advertisements and may require OOH advertisers to obtain special permits to display certain types of content.

Governments also heavily tax OOH advertising companies. The tax burden may prevent the expansion of upcoming small and medium companies. Governments, especially in developed countries of Europe, have adopted data protection laws that have stymied the growth of targeted digital OOH advertisements. Stringent government regulations are a key factor limiting the growth of the global market.

COVID-19 Impact Analysis

The COVID-19 analysis includes Pre-COVID Scenario, COVID Scenario and Post-COVID Scenario along with pricing dynamics (including pricing change during and post-pandemic comparing it with pre-COVID scenarios), demand-supply spectrum (shift in demand and supply owing to trading restrictions, lockdown and subsequent issues), government initiatives (initiatives to revive market, sector or industry by government bodies) and manufacturers strategic initiatives (what manufacturers did to mitigate the COVID issues will be covered here).

Segment Analysis

The global out-of-home (OOH) advertisement market is segmented based on type, platform and region.

The growing demand for attractive digital signs

The billboards segment in out-of-home (OOH) advertisement market holds the largest market share at the global level. Out-of-home advertising (OOH) is changing as a result of the development of digital and electrical signs, opening up new avenues for advertising. Businesses can advertise their brand, item or purpose using both static and animated images on digital/electronic signs. Businesses employed these sales techniques to persuade the general public to back a particular cause, such as a conflict, or to persuade customers that their product was superior to all others.

According to statistics, there are 350,000 signs in the U.S. alone, most of which are situated along highways, atop buildings, on walls, on park benches, or on the sides of buses. The purpose of sign advertising is to be seen by lots of passengers, vehicles or pedestrians.

Geographical Analysis

Asia-Pacific's increased disposable incomes, urbanization, and the adoption of digital technology

According to estimates from GroupM, only the internet has a stronger daily reach than OOH among users in the 15-45 age range in China. By utilizing cutting-edge digital out-of-home technology like data-driven targeting, advertisers have the opportunity to connect people with pertinent messaging and broaden the reach of their campaigns.

Leading market participants have been seen making large expenditures in the digital out-of-home sector in China. It consists of Alibaba, which has invested US$ 1.43 billion in Focus Media, China's network for out-of-home advertising.

In addition, the digital out-of-home advertising technology company Hivestack announced a partnership with Baidu and JD.com-owned XinChao Media. Under the collaboration, XinChao Media gives agencies, brands, and omnichannel DSPs access to the supply side platform to programmatically purchase DOOH inventory.

The festive season in India saw media sectors like out-of-home advertising shift gears to gain growth momentum, as evidenced by noticeably improved media occupancy rates, the launch of brand campaigns, and the revival of the transit media industry in particular, which was suffering as a result of travel restrictions that were put in place during the COVID times.

Competitive Landscape

The major global players in the market include: Global Media & Entertainment Limited, Stroer, JCDecaux, Clear Channel Outdoor Holdings, Inc, Asiaray Media Group Limited, OUTFRONT Media Inc., Focus Media, oOh!media Limited, Daktronics, Intersection, and Stellar Lifestyle Pte Ltd.

Why Purchase the Report?

  • To visualize the global out-of-home (OOH) advertisement market segmentation based on type, platform and region, as well as understand key commercial assets and players.
  • Identify commercial opportunities by analyzing trends and co-development.
  • Excel data sheet with numerous data points of out-of-home (OOH) advertisement market-level with all segments.
  • PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
  • Product mapping is available in Excel consisting of key products of all the major players.

The global Out-of-Home (OOH) advertisement market report would provide approximately 53 tables, 48 figures and 200 pages.

Target Audience 2023

  • Manufacturers/ Buyers
  • Industry Investors/Investment Bankers
  • Research Professionals
  • Emerging Companies

Table of Contents

1. Methodology and Scope

  • 1.1. Research Methodology
  • 1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

  • 3.1. Snippet by Type
  • 3.2. Snippet by Platform
  • 3.3. Snippet by Region

4. Dynamics

  • 4.1. Impacting Factors
    • 4.1.1. Drivers
      • 4.1.1.1. Incorporation of new technological advancements
    • 4.1.2. Restraints
      • 4.1.2.1. Stringent governmental regulations
    • 4.1.3. Opportunity
      • 4.1.3.1. Usage of big-data analytics for digital signages
    • 4.1.4. Impact Analysis

5. Industry Analysis

  • 5.1. Porter's Five Forces Analysis
  • 5.2. Supply Chain Analysis
  • 5.3. Pricing Analysis
  • 5.4. Regulatory Analysis

6. COVID-19 Analysis

  • 6.1. Analysis of COVID-19
    • 6.1.1. Before COVID-19 Scenario
    • 6.1.2. Present COVID-19 Scenario
    • 6.1.3. Post COVID-19 or Future Scenario
  • 6.2. Pricing Dynamics Amid COVID-19
  • 6.3. Demand-Supply Spectrum
  • 6.4. Government Initiatives Related to the Market During Pandemic
  • 6.5. Manufacturers Strategic Initiatives
  • 6.6. Conclusion

7. By Type

  • 7.1. Introduction
    • 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 7.1.2. Market Attractiveness Index, By Type
  • 7.2. Billboards *
    • 7.2.1. Introduction
    • 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
  • 7.3. Malls Transit displays
  • 7.4. Street furniture
  • 7.5. Place based

8. By Platform

  • 8.1. Introduction
    • 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 8.1.2. Market Attractiveness Index, By Platform
  • 8.2. Static *
    • 8.2.1. Introduction
    • 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
  • 8.3. Digital

9. By Region

  • 9.1. Introduction
    • 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
    • 9.1.2. Market Attractiveness Index, By Region
  • 9.2. North America
    • 9.2.1. Introduction
    • 9.2.2. Key Region-Specific Dynamics
    • 9.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.2.5.1. The U.S.
      • 9.2.5.2. Canada
      • 9.2.5.3. Mexico
  • 9.3. Europe
    • 9.3.1. Introduction
    • 9.3.2. Key Region-Specific Dynamics
    • 9.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.3.5.1. Germany
      • 9.3.5.2. The U.K.
      • 9.3.5.3. France
      • 9.3.5.4. Italy
      • 9.3.5.5. Russia
      • 9.3.5.6. Rest of Europe
  • 9.4. South America
    • 9.4.1. Introduction
    • 9.4.2. Key Region-Specific Dynamics
    • 9.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.4.5.1. Brazil
      • 9.4.5.2. Argentina
      • 9.4.5.3. Rest of South America
  • 9.5. Asia-Pacific
    • 9.5.1. Introduction
    • 9.5.2. Key Region-Specific Dynamics
    • 9.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.5.5.1. China
      • 9.5.5.2. India
      • 9.5.5.3. Japan
      • 9.5.5.4. Australia
      • 9.5.5.5. Rest of Asia-Pacific
  • 9.6. Middle East and Africa
    • 9.6.1. Introduction
    • 9.6.2. Key Region-Specific Dynamics
    • 9.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform

10. Competitive Landscape

  • 10.1. Competitive Scenario
  • 10.2. Market Positioning/Share Analysis
  • 10.3. Mergers and Acquisitions Analysis

11. Company Profiles

  • 11.1. Global Media & Entertainment Limited *
    • 11.1.1. Company Overview
    • 11.1.2. Product Portfolio and Description
    • 11.1.3. Financial Overview
    • 11.1.4. Key Developments
  • 11.2. Stroer
  • 11.3. JCDecaux
  • 11.4. Clear Channel Outdoor Holdings, Inc.
  • 11.5. Asiaray Media Group Limited
  • 11.6. OUTFRONT Media Inc.
  • 11.7. Focus Media
  • 11.8. oOh!media Limited
  • 11.9. Daktronics
  • 11.10. Intersection
  • 11.11. Stellar Lifestyle Pte Ltd

LIST NOT EXHAUSTIVE

12. Appendix

  • 12.1. About Us and Services
  • 12.2. Contact Us