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市場調查報告書
商品編碼
1986552

數位戶外廣告市場報告：按形式、應用程式、最終用戶和地區分類（2026-2034 年）

Digital Out-of-home Advertising Market Report by Format Type, Application, End-User, and Region 2026-2034
出版日期: | 出版商: IMARC | 英文 142 Pages | 商品交期: 2-3個工作天內

價格

2025年，全球數位戶外廣告市場規模達237億美元。展望未來，IMARC Group預測，到2034年，該市場規模將達到547億美元，2026年至2034年的複合年成長率為9.45%。市場擴張的主要促進因素包括最尖端科技的應用、對個人化和數據驅動決策的日益重視、個人行為和期望的改變以及數位技術的廣泛應用。

數位戶外廣告市場的發展趨勢：

先進技術的融合

數據分析、人工智慧 (AI) 和擴增實境(AR) 正在助力傳統戶外廣告轉型為更具互動性和針對性的宣傳活動。此外，數位螢幕整合了感測器和鏡頭，可提供即時分析，幫助廣告商根據人口統計和用戶行為等各種因素來策劃內容。與行動裝置的整合也有利於提升用戶參與度，並為觀眾提供個人化體驗。 2022 年 6 月 2 日，阿達尼機場控股公司 (AAHL) 在其整個機場網路中推出了程式化廣告支援的數位戶外 (DOOH) 媒體。透過 Lemma 在阿達尼機場啟用程序化廣告投放，螢幕可以顯示動態廣告，從而實現受眾採購，並根據變數和即時觸發條件投放與情境相關的即時廣告。

數據驅動的決策

對數據驅動決策流程的日益依賴正在推動數位戶外廣告市場的成長。廣告商正投資於高級分析技術，以深入了解個人行為、偏好和趨勢，並提供個人化內容。此外，由數據演算法驅動的程式化廣告能夠實現廣告的自動化即時購買和投放。 2022年8月29日，領先的數位戶外媒體公司QMS在其世界一流的「雪梨市」街道設施網路上推出了基於宣傳活動的銷售模式。 QMS「雪梨市」90%的廣告庫存為數位廣告，滿足了市場對更具動態性、數據主導和互動性的戶外廣告日益成長的需求。此外，QMS還運作100%綠色電力，以最大限度地減少碳排放。

消費者行為與期望的變化

消費者行為和期望的轉變正在推動對戶外數位廣告的需求成長。隨著世界互聯程度的不斷加深，人們越來越傾向於個人化和相關性強的內容。此外，整個產業的公司都在努力提供動態的、情境化的訊息，以滿足消費者對沉浸式和難忘體驗的需求。戶外數位廣告 (DOOH) 為品牌提供了一個多功能的平台，使其能夠以有意義的方式與受眾互動，並加強品牌與消費者之間的聯繫。 2021 年 8 月 31 日，Airsqreen推出了業界首個戶外數位廣告平台，連結廣告主和螢幕營運商。這是一個簡單易用的平台，為整個產業帶來了更高的信任度和新的獲利潛力。

目錄

第1章：序言

第2章：調查方法

  • 調查目的
  • 相關利益者
  • 數據來源
    • 主要訊息
    • 二手資訊
  • 市場估值
    • 自下而上的方法
    • 自上而下的方法
  • 調查方法

第3章執行摘要

第4章：引言

第5章：全球數位戶外廣告市場

  • 市場概覽
  • 市場表現
  • 新冠疫情的影響
  • 市場區隔：依格式類型
  • 市場區隔：按應用領域
  • 市場區隔：依最終用戶分類
  • 市場區隔：按地區
  • 市場預測

第6章 市場區隔：依格式分類

  • 數位看板
  • 影片廣告
  • 環境廣告
  • 其他

第7章 市場區隔：依應用領域分類

  • 戶外的
  • 室內的

第8章 市場區隔：依最終用戶分類

  • 零售
  • 休閒
  • 銀行
  • 運輸
  • 教育
  • 其他

第9章 市場區隔：依地區分類

  • 歐洲
  • 北美洲
  • 亞太地區
  • 中東和非洲
  • 拉丁美洲

第10章 SWOT 分析

第11章：價值鏈分析

第12章：波特五力分析

第13章：價格分析

第14章 競爭格局

  • 市場結構
  • 主要企業
  • 主要企業簡介
    • APG|SGA
    • Clear Channel Outdoor Holdings Inc.
    • Global Media
    • JCDecaux
    • Lamar Advertising Company
    • oOh!media Limited
    • Outfront Media Inc.
    • Stroer
Product Code: SR112026A1312

The global digital out-of-home advertising market size reached USD 23.7 Billion in 2025 . Looking forward, IMARC Group expects the market to reach USD 54.7 Billion by 2034 , exhibiting a growth rate (CAGR) of 9.45% during 2026-2034 . 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.

DIGITAL OUT-OF-HOME ADVERTISING MARKET ANALYSIS:

  • Major Market Drivers: One of the chief market drivers is the rising popularity of programmatic advertising. Moreover, the increasing focus on sustainability and energy efficiency in digital signage solutions is also a growth-inducing factor.
  • Key Market Trends: Advancements in data analytics, coupled with the growing demand for personalized and targeted advertising, are influencing the market positively.
  • Geographical Trends: Asia Pacific exhibits a clear dominance, accounting for the largest market share owing to rapid urbanization and technological adoption.
  • Competitive Landscape: Some of the main market players in the digital out-of-home advertising industry are APG|SGA, Clear Channel Outdoor Holdings Inc., Global Media, JCDecaux, Lamar Advertising Company, oOh!media Limited, Outfront Media Inc., Stroer, among many others.
  • Challenges and Opportunities: One of the key challenges hindering the market growth is regulatory constraints. Nonetheless, the continuous evolution of digital technologies, along with the potential for more immersive and personalized advertising experiences, represent digital out-of-home advertising market recent opportunities.

DIGITAL OUT-OF-HOME ADVERTISING MARKET TRENDS:

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 OUT-OF-HOME ADVERTISING MARKET SEGMENTATION:

Breakup by Format Type:

  • Digital Billboards
  • Video Advertising
  • Ambient Advertising
  • Others

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.

Breakup by Application:

  • Outdoor
  • Indoor

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.

Breakup by End-User:

  • Retail
  • Recreation
  • Banking
  • Transportation
  • Education
  • Others

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. Breakup by Region:

  • North America
  • Europe
  • Asia Pacific
  • Middle East and Africa
  • Latin America

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.

COMPETITIVE LANDSCAPE:

  • The market research report has also provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major digital out-of-home advertising companies have also been provided. Some of the major market players in the digital out-of-home advertising industry include APG|SGA, Clear Channel Outdoor Holdings Inc., Global Media, JCDecaux, Lamar Advertising Company, oOh!media Limited, Outfront Media Inc., Stroer. ()
  • Top players in the market are driving growth by leveraging innovative technologies and strategic partnerships. They are adopting advanced technologies to deliver highly personalized and contextually relevant content, which benefits in increasing their digital out-of-home advertising market revenue. They are also investing in digital signage technologies, such as interactive displays and augmented reality, to create immersive and memorable experiences. Furthermore, they are forming strategic collaborations with data providers and ad tech companies to enhance the effectiveness of digital out-of-home advertising. For instance, Clear Channel Europe and Broadsign announced an extended partnership to enable media buyers to tap into Clear Channel's 3000+ digital Out of Home screens in the UK via Clear Channel LaunchPAD on 24 February 2022. Clear Channel's premium UK Out of Home (OOH) inventory is now available via more than 30 omnichannel and OOH demand-side-platforms (DSPs) integrated with the Broadsign Reach supply-side-platform (SSP).

KEY QUESTIONS ANSWERED IN THIS REPORT

1. How big is the global digital out-of-home advertising market?

2. What is the expected growth rate of the global digital out-of-home advertising market during 2026-2034?

3. What are the key factors driving the global digital out-of-home advertising market?

4. What has been the impact of COVID-19 on the global digital out-of-home advertising market?

5. What is the breakup of the global digital out-of-home advertising market based on format type?

6. What is the breakup of the global digital out-of-home advertising market based on the application?

7. What is the breakup of the global digital out-of-home advertising market based on the end-user?

8. What are the key regions in the global digital out-of-home advertising market?

9. Who are the key players/companies in the global digital out-of-home advertising market?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Executive Summary

4 Introduction

  • 4.1 Overview
  • 4.2 Key Industry Trends

5 Global Digital Out-of-home Advertising Market

  • 5.1 Market Overview
  • 5.2 Market Performance
  • 5.3 Impact of COVID-19
  • 5.4 Market Breakup by Format Type
  • 5.5 Market Breakup by Application
  • 5.6 Market Breakup by End-User
  • 5.7 Market Breakup by Region
  • 5.8 Market Forecast

6 Market Breakup by Format Type

  • 6.1 Digital Billboards
    • 6.1.1 Market Trends
    • 6.1.2 Market Forecast
  • 6.2 Video Advertising
    • 6.2.1 Market Trends
    • 6.2.2 Market Forecast
  • 6.3 Ambient Advertising
    • 6.3.1 Market Trends
    • 6.3.2 Market Forecast
  • 6.4 Others
    • 6.4.1 Market Trends
    • 6.4.2 Market Forecast

7 Market Breakup by Application

  • 7.1 Outdoor
    • 7.1.1 Market Trends
    • 7.1.2 Market Forecast
  • 7.2 Indoor
    • 7.2.1 Market Trends
    • 7.2.2 Market Forecast

8 Market Breakup by End-User

  • 8.1 Retail
    • 8.1.1 Market Trends
    • 8.1.2 Market Forecast
  • 8.2 Recreation
    • 8.2.1 Market Trends
    • 8.2.2 Market Forecast
  • 8.3 Banking
    • 8.3.1 Market Trends
    • 8.3.2 Market Forecast
  • 8.4 Transportation
    • 8.4.1 Market Trends
    • 8.4.2 Market Forecast
  • 8.5 Education
    • 8.5.1 Market Trends
    • 8.5.2 Market Forecast
  • 8.6 Others
    • 8.6.1 Market Trends
    • 8.6.2 Market Forecast

9 Market Breakup by Region

  • 9.1 Europe
    • 9.1.1 Market Trends
    • 9.1.2 Market Forecast
  • 9.2 North America
    • 9.2.1 Market Trends
    • 9.2.2 Market Forecast
  • 9.3 Asia Pacific
    • 9.3.1 Market Trends
    • 9.3.2 Market Forecast
  • 9.4 Middle East and Africa
    • 9.4.1 Market Trends
    • 9.4.2 Market Forecast
  • 9.5 Latin America
    • 9.5.1 Market Trends
    • 9.5.2 Market Forecast

10 SWOT Analysis

  • 10.1 Overview
  • 10.2 Strengths
  • 10.3 Weaknesses
  • 10.4 Opportunities
  • 10.5 Threats

11 Value Chain Analysis

12 Porters Five Forces Analysis

  • 12.1 Overview
  • 12.2 Bargaining Power of Buyers
  • 12.3 Bargaining Power of Suppliers
  • 12.4 Degree of Competition
  • 12.5 Threat of New Entrants
  • 12.6 Threat of Substitutes

13 Price Analysis

14 Competitive Landscape

  • 14.1 Market Structure
  • 14.2 Key Players
  • 14.3 Profiles of Key Players
    • 14.3.1 APG|SGA
    • 14.3.2 Clear Channel Outdoor Holdings Inc.
    • 14.3.3 Global Media
    • 14.3.4 JCDecaux
    • 14.3.5 Lamar Advertising Company
    • 14.3.6 oOh!media Limited
    • 14.3.7 Outfront Media Inc.
    • 14.3.8 Stroer

List of Figures

  • Figure 1: Global: Digital Out-of-home Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Digital Out-of-home Advertising Market: Sales Value (in Billion USD), 2020-2025
  • Figure 3: Global: Digital Out-of-home Advertising Market: Breakup by Format Type (in %), 2025
  • Figure 4: Global: Digital Out-of-home Advertising Market: Breakup by Application (in %), 2025
  • Figure 5: Global: Digital Out-of-home Advertising Market: Breakup by End-User (in %), 2025
  • Figure 6: Global: Digital Out-of-home Advertising Market: Breakup by Region (in %), 2025
  • Figure 7: Global: Digital Out-of-home Advertising Market Forecast: Sales Value (in Billion USD), 2026-2034
  • Figure 8: Global: Digital Out-of-home Advertising Industry: SWOT Analysis
  • Figure 9: Global: Digital Out-of-home Advertising Industry: Value Chain Analysis
  • Figure 10: Global: Digital Out-of-home Advertising Industry: Porter's Five Forces Analysis
  • Figure 11: Global: Digital Out-of-home Advertising (Digital Billboards) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 12: Global: Digital Out-of-home Advertising (Digital Billboards) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 13: Global: Digital Out-of-home Advertising (Video Advertising) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 14: Global: Digital Out-of-home Advertising (Video Advertising) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 15: Global: Digital Out-of-home Advertising (Ambient Advertising) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 16: Global: Digital Out-of-home Advertising (Ambient Advertising) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 17: Global: Digital Out-of-home Advertising (Other Format Types) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 18: Global: Digital Out-of-home Advertising (Other Format Types) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 19: Global: Digital Out-of-home Advertising (Outdoor) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 20: Global: Digital Out-of-home Advertising (Outdoor) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 21: Global: Digital Out-of-home Advertising (Indoor) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 22: Global: Digital Out-of-home Advertising (Indoor) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 23: Global: Digital Out-of-home Advertising (Retail) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 24: Global: Digital Out-of-home Advertising (Retail) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 25: Global: Digital Out-of-home Advertising (Recreation) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 26: Global: Digital Out-of-home Advertising (Recreation) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 27: Global: Digital Out-of-home Advertising (Banking) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 28: Global: Digital Out-of-home Advertising (Banking) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 29: Global: Digital Out-of-home Advertising (Transportation) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 30: Global: Digital Out-of-home Advertising (Transportation) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 31: Global: Digital Out-of-home Advertising (Education) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 32: Global: Digital Out-of-home Advertising (Education) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 33: Global: Digital Out-of-home Advertising (Other End-Users) Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 34: Global: Digital Out-of-home Advertising (Other End-Users) Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 35: Europe: Digital Out-of-home Advertising Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 36: Europe: Digital Out-of-home Advertising Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 37: North America: Digital Out-of-home Advertising Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 38: North America: Digital Out-of-home Advertising Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 39: Asia Pacific: Digital Out-of-home Advertising Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 40: Asia Pacific: Digital Out-of-home Advertising Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 41: Middle East and Africa: Digital Out-of-home Advertising Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 42: Middle East and Africa: Digital Out-of-home Advertising Market Forecast: Sales Value (in Million USD), 2026-2034
  • Figure 43: Latin America: Digital Out-of-home Advertising Market: Sales Value (in Million USD), 2020 & 2025
  • Figure 44: Latin America: Digital Out-of-home Advertising Market Forecast: Sales Value (in Million USD), 2026-2034

List of Tables

  • Table 1: Global: Digital Out-of-home Advertising Market: Key Industry Highlights, 2025 and 2034
  • Table 2: Global: Digital Out-of-home Advertising Market Forecast: Breakup by Format Type (in Million USD), 2026-2034
  • Table 3: Global: Digital Out-of-home Advertising Market Forecast: Breakup by Application (in Million USD), 2026-2034
  • Table 4: Global: Digital Out-of-home Advertising Market Forecast: Breakup by End-User (in Million USD), 2026-2034
  • Table 5: Global: Digital Out-of-home Advertising Market Forecast: Breakup by Region (in Million USD), 2026-2034
  • Table 6: Global: Digital Out-of-home Advertising Market Structure
  • Table 7: Global: Digital Out-of-home Advertising Market: Key Players