DOOH（數位戶外廣告）市場規模、佔有率和成長分析（按產品、組織規模、應用程式、最終用戶和地區）：產業預測（2025-2032）

2023 年全球數位戶外 (DOOH) 市場規模價值 245 億美元，預計將從 2024 年的 275.9 億美元成長到 2032 年的 712.9 億美元，預測期內（2025-2032 年）的複合年成長率為 12.6%。

隨著程式化廣告、人工智慧主導的內容個人化和即時受眾分析等先進技術的日益融合，全球數位戶外 (DOOH) 市場正在經歷強勁成長。隨著品牌越來越擺脫傳統廣告模式，DOOH 提供動態、有針對性和互動性的宣傳活動，有效吸引交通樞紐、購物中心和都市區廣告看板等人流量大地點的消費者。快速的都市化加上消費者對數位媒體的接觸越來越多，正在推動 DOOH 解決方案的進一步採用。此外，智慧基礎設施和 5G 網路的廣泛採用使數位顯示器之間的無縫連接和數據主導的內容傳送成為可能。節能顯示器和降低的印刷成本也推動了向環境永續數位電子看板的顯著轉變。隨著媒體所有者和廣告商專注於自動化、即時競標和可衡量的投資回報率，DOOH 格局正在迅速轉變為整個行業全通路行銷策略的重要支柱。

目錄

介紹

• 分析目的
• 市場覆蓋
• 定義

分析方法

• 資訊採購
• 二次資料和一次資料方法
• 市場規模預測
• 市場假設與約束

執行摘要

• 市場概況與展望
• 供需趨勢分析
• 按細分市場進行機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

關鍵市場觀察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場魅力指數（2024年）
• PESTEL分析
• 總體經濟指標
• 價值鏈分析
• 定價分析

全球戶外數位媒體 (DOOH) 市場規模及複合年成長率（按格式類型分類）（2025-2032 年）

• 市場概覽
• 廣告看板
• 運輸
• 街道家具
• 其他

全球戶外數位媒體 (DOOH) 市場規模及各應用複合年成長率（2025-2032）

• 市場概覽
• 室內的
• 戶外的

全球戶外數位媒體 (DOOH) 市場規模及終端用戶複合年成長率（2025-2032）

• 市場概覽
• 車
• 個人護理及家居產品
• 娛樂
• 零售
• 食品/飲料
• 通訊
• BFSI
• 其他

全球戶外數位媒體 (DOOH) 市場規模及複合年成長率 (2025-2032)

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭格局

• 前五大公司對比
• 主要企業市場定位（2024年）
• 主要企業採取的策略
• 近期市場趨勢
• 主要企業市場佔有率（2024年）
• 主要企業簡介
  • 公司簡介
  • 產品系列分析
  • 按細分市場分析市場佔有率
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• JCDecaux（France）
• Clear Channel Outdoor Holdings, Inc.（USA）
• OUTFRONT Media Inc.（USA）
• Lamar Advertising Company（USA）
• Daktronics Inc.（USA）
• Broadsign International LLC（Canada）
• Vistar Media（USA）
• Samsung Electronics Co., Ltd.（South Korea）
• LG Electronics Inc.（South Korea）
• Absen Optoelectronic Co., Ltd.（China）
• Leyard Optoelectronic Co., Ltd.（China）
• Unilumin Group Co., Ltd.（China）
• Barco NV（Belgium）
• AOTO Electronics Co., Ltd.（China）
• MPI Corporation（Taiwan）
• Ayuda Media Systems（Canada）
• OneScreen.ai（USA）

結論和建議

Global Digital Out-of-Home Market size was valued at USD 24.5 billion in 2023 and is poised to grow from USD 27.59 billion in 2024 to USD 71.29 billion by 2032, growing at a CAGR of 12.6% during the forecast period (2025-2032).

The Global Digital Out-of-Home (DOOH) Market is witnessing robust growth driven by the rising integration of advanced technologies such as programmatic advertising, AI-driven content personalization, and real-time audience analytics. As brands increasingly shift away from traditional advertising models, DOOH offers dynamic, targeted, and interactive campaigns that effectively engage consumers in high-traffic locations such as transit hubs, shopping centers, and urban billboards. The surge in urbanization, combined with growing consumer exposure to digital media, is further enhancing the adoption of DOOH solutions. Additionally, the proliferation of smart infrastructure and 5G networks is enabling seamless connectivity and data-driven content delivery across digital displays. The market is also seeing a notable shift towards environmentally sustainable digital signage, driven by energy-efficient displays and reduced printing costs. With media owners and advertisers focusing on automation, real-time bidding, and measurable ROI, the DOOH landscape is rapidly transforming into a key pillar of omnichannel marketing strategies across industries.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Digital Out-of-Home market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Digital Out-of-Home Market Segments Analysis

The global digital out-of-home market is segmented into product, application, organization size, end user, and region. By product, the market is classified into digital billboard, digital signage, and digital screens. Depending on organization size, it is bifurcated into large & medium enterprises and small enterprises. According to the application, the market is divided into indoor and outdoor. As per end user, it is categorized into retail, healthcare, BFSI, automotive, government, media & entertainment, and food & beverages. Regionally, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

Driver of the Global Digital Out-of-Home Market

The global digital out-of-home (DOOH) market is undergoing significant transformation, driven by rapid advancements in artificial intelligence, data analytics, and digital display technologies. These innovations enable advertisers to develop sophisticated, interactive campaigns that enhance targeting and measurability, fostering greater trust from advertisers in their strategies. Various sectors are recognizing that real-time messaging and dynamic content significantly elevate audience engagement. The rise of AI-driven programmatic advertising is further propelling market growth, as it allows for the optimization of ads, resulting in improved performance and broader distribution. This synergy of technology and creativity is reshaping the landscape of outdoor advertising.

Restraints in the Global Digital Out-of-Home Market

The Global Digital Out-of-Home (DOOH) market faces certain constraints primarily linked to the high costs associated with advanced technology installations. Significant investments are required for software and hardware, creating substantial entry barriers for small businesses and startups, especially in developing nations. Additionally, ongoing maintenance and necessary technology upgrades contribute to elevated operational expenses. Consequently, potential investors may hesitate to allocate funds towards costly infrastructure without guaranteed returns, leading to a slower adoption rate in certain regions. This hesitance ultimately restrains overall growth within the market, as the reluctance to invest hampers the widespread implementation of DOOH solutions.

Market Trends of the Global Digital Out-of-Home Market

The Global Digital Out-of-Home (DOOH) market is witnessing a significant trend towards the expansion of programmatic advertising, which harnesses real-time audience and contextual data for automated ad buying. This advancement enhances ad performance by minimizing human error and maximizing operational efficiency. Advertisers are increasingly gravitating towards programmatic platforms that allow for the dynamic adjustment of advertisements in real-time, thereby improving return on investment. As a result, programmatic DOOH is set to transform campaign management and drive substantial growth in the global market, especially in regions with advanced technological infrastructure, solidifying its pivotal role in the future of advertising.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Digital Out-of-Home Market Size by Format Type & CAGR (2025-2032)

• Market Overview
• Billboard
• Transit
• Street Furniture
• Others

Global Digital Out-of-Home Market Size by Application & CAGR (2025-2032)

• Market Overview
• Indoor
• Outdoor

Global Digital Out-of-Home Market Size by End User & CAGR (2025-2032)

• Market Overview
• Automotive
• Personal Care and Households
• Entertainment
• Retail
• Food and Beverages
• Telecom
• BFSI
• Others

Global Digital Out-of-Home Market Size & CAGR (2025-2032)

• North America (Format Type, Application, End User)
  • US
  • Canada
• Europe (Format Type, Application, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Format Type, Application, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Format Type, Application, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Format Type, Application, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• JCDecaux (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clear Channel Outdoor Holdings, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OUTFRONT Media Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daktronics Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Broadsign International LLC (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vistar Media (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Samsung Electronics Co., Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Electronics Inc. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Absen Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Leyard Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unilumin Group Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Barco NV (Belgium)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AOTO Electronics Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MPI Corporation (Taiwan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ayuda Media Systems (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OneScreen.ai (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations