Digital Out of Home Market (DOOH) by Product (Billboard, Street Furniture, and Transit), Application (Indoor and Outdoor), Vertical (Commercial, Infrastructural, Institutional), and Geography - Global Forecast to 2023

The digital out of home (DOOH) market, was valued at USD 12.52 Billion in 2016 and is expected to reach USD 26.21 Billion by 2023, at a CAGR of 10.7% during the forecast period. The base year considered for the study is 2016 and the forecast period is between 2017 and 2023.

Objectives of the Study:

• Define, describe, and forecast the overall digital out of home (DOOH) market segmented on the basis of product, application, vertical and geography    
• Forecast the size in terms of value of the market segments with respect to four major regions North America, Europe, Asia Pacific (APAC), and Rest of the World (RoW)    
• Provide detailed information regarding the major factors influencing the growth of the DOOH market (drivers, restraints, opportunities, and industry-specific challenges)
• Analyze the micromarkets with respect to individual growth trends, prospects, and contribution to the overall DOOH market  
• Analyze opportunities in the market for various stakeholders by identifying high-growth segments of the DOOH market 
• Benchmark players in the market using the proprietary "Competitive Leadership Mapping" framework, which analyzes the market players on various parameters within the broad categories of strength of product portfolio and business strategy excellence
• Analyze various strategic developments such as joint ventures, mergers and acquisitions, product launches, and research and development (R&D) activities in the DOOH market  

Research Methodology:

This research study incorporates the usage of secondary sources, directories, and databases, such as Hoovers, Bloomberg BusinessWeek, Factiva, and OneSource, to identify and collect information useful for the extensive technical, market-oriented, and commercial study of the digital out of home market. Primary sources mainly comprise several experts from core and related industries, along with preferred suppliers, manufacturers, distributors, service providers, technology developers, alliances, and standards and certification organizations related to various parts of this industry’s value chain. In-depth interviews with various primary respondents, including key industry participants, subject matter experts (SMEs), C-level executives of key companies, and consultants have been conducted to obtain and verify the critical qualitative and quantitative information as well as assess prospects. The breakdown of the profiles of primaries has been depicted in the following figure:

To know about the assumptions considered for the study, download the pdf brochure

This report provides valuable insights into the ecosystem of the digital out of home market. The major players in this market include JCDecaux (France), Clear Channel Outdoor Holdings, Inc. (US), Lamar Advertising Company (US), OUTFRONT Media (US), Daktronics (US), Prismview LLC (US), NEC Display Solutions, Ltd. (Japan), oOh!media Ltd. (Australia), Broadsign International LLC. (Canada), Stroer SE & Co. KGaA (Germany), Mvix, Inc. (US), Christie Digital Systems USA, Inc. (US), Ayuda Media Systems (US), Deepsky Corporation Ltd. (Hong Kong), and Aoto Electronics Co., Ltd (China).

Key Target Audience:

• Raw material and manufacturing equipment suppliers
• Electronic design automation (EDA) and design tool vendors  
• Software companies providing solutions in various industries that use digital out of home equipment
• Manufacturers and suppliers of hardware components  
• Research institutes and organizations
• Associations and regulatory authorities

Scope of the Report:

The research report segments the digital out of home market into the following subsegments:

Digital Out of Home Market, by Product

• Billboard
• Transit
• Street Furniture

Digital Out of Home Market, by Application

• Indoor
• Outdoor

Digital Out of Home, by Vertical

• Commercial
  • Retail
  • Hospitality
  • Healthcare
  • Corporate and Government
• Infrastructural
  • Transportation
  • Entertainment
• Institutional
  • Banking, Financial Services and Insurance (BFSI)
  • Education
• Others

Available Customizations:

With the given market data, MarketsandMarkets offers customizations according to the company’s specific needs. The following customization options are available for the report.  

• Company Information
  • Detailed analysis and profiling of additional market players (up to 5)

Table of Contents

1 Introduction (Page No. - 12)
    1.1 Objectives of the Study
    1.2 Market Definition
    1.3 Study Scope
           1.3.1 Markets Covered
           1.3.2 Years Considered for the Study
    1.4 Currency
    1.5 Limitations
    1.6 Stakeholders

2 Research Methodology (Page No. - 15)
    2.1 Research Data
           2.1.1 Secondary Data
                    2.1.1.1 List of Major Secondary Sources
                    2.1.1.2 Key Data From Secondary Sources
           2.1.2 Primary Data
                    2.1.2.1 Experts Involved in Primary Interviews
                    2.1.2.2 Breakdown of Primaries
                    2.1.2.3 Key Data From Primary Sources
                    2.1.2.4 Key Industry Insights
    2.2 Market Size Estimation
           2.2.1 Bottom-Up Approach
                    2.2.1.1 Approach for Capturing the Market Ranking Through Bottom-Up Analysis (Demand Side)
           2.2.2 Top-Down Approach
                    2.2.2.1 Approach for Capturing the Market Ranking Through Top-Down Analysis (Supply Side)
    2.3 Market Breakdown and Data Triangulation
    2.4 Research Assumptions

3 Executive Summary (Page No. - 26)

4 Premium Insights (Page No. - 30)
    4.1 Attractive Opportunities for Growth of Digital Out of Home Market
    4.2 Digital Out of Home Market, By Application
    4.3 APAC Countries Exhibiting Lucrative Opportunities in Digital Out of Home Market
    4.4 Digital Out of Home Market, By Vertical
    4.5 Digital Out of Home Market, By Commercial Vertical

5 Market Overview (Page No. - 33)
    5.1 Introduction
    5.2 Market Dynamics
           5.2.1 Drivers
                    5.2.1.1 Increased Spending on Programmatic Advertising
                    5.2.1.2 Increasing Focus on Business Intelligence and Rising Market Competitiveness
                    5.2.1.3 Rising Infrastructure Investments in Emerging Countries With Improved Digital Out of Home Advertising Space
                    5.2.1.4 Technological Innovations in Display Technologies
           5.2.2 Restraints
                    5.2.2.1 Increasing Trend of Online/Broadcast Advertisement
           5.2.3 Opportunities
                    5.2.3.1 Rising Demand for Internet of Things (IoT) and Emergence of the Cloud Platform
                    5.2.3.2 Increasing Usage of Virtual and Augmented Reality in Digital Out of Home Advertising
                    5.2.3.3 Increasing Acceptance of Audio-Visual Transit Advertising
           5.2.4 Challenges
                    5.2.4.1 Developing Equipment Suitable for All Weather Conditions
                    5.2.4.2 Lack of Standards for Interoperability Between Devices

6 Industry Trends (Page No. - 39)
    6.1 Introduction
    6.2 Value Chain Analysis
    6.3 Trends in Digital Out of Home Market
           6.3.1 Rapid Growth in Use of Beacons With Focus on Analytics
           6.3.2 Advancements in NFC-Enabled Digital Out of Home
           6.3.3 Increasing Demand for Dynamic Content Creation
           6.3.4 Impact of Latest Technological Trends on Digital Out of Home
                    6.3.4.1 Internet of Things (IoT)
                    6.3.4.2 Big Data
                    6.3.4.3 Artificial Intelligence
           6.3.5 Trend Towards SEPArate Digital Asset Management Platform

7 Digital Out of Home Market, By Product (Qualitative Chapter) (Page No. - 43)
    7.1 Introduction
    7.2 Billboard
    7.3 Street Furniture
    7.4 Transit

8 Digital Out of Home Market, By Application (Page No. - 46)
    8.1 Introduction
    8.2 Indoor
    8.3 Outdoor
    8.4 Displays Used in Digital Out of Home Advertising
           8.4.1 LCD
           8.4.2 OLED Display
           8.4.3 Direct-View Fine-Pixel Led
           8.4.4 Direct-View Large-Pixel Led
           8.4.5 E-Paper Display

9 Digital Out of Home Market, By Vertical (Page No. - 52)
    9.1 Introduction
    9.2 Commercial
           9.2.1 Retail
           9.2.2 Corporate and Government
           9.2.3 Healthcare
           9.2.4 Hospitality
    9.3 Infrastructural
           9.3.1 Transportation
           9.3.2 Entertainment
    9.4 Institutional
           9.4.1 Banking, Financial Services, and Insurance (BFSI)
           9.4.2 Education
    9.5 Other Verticals

10 Geographic Analysis (Page No. - 71)
     10.1 Introduction
     10.2 North America
             10.2.1 US
             10.2.2 Canada
             10.2.3 Mexico
     10.3 Europe
             10.3.1 UK
             10.3.2 Germany
             10.3.3 France
             10.3.4 Rest of Europe
     10.4 Asia Pacific (APAC)
             10.4.1 China
             10.4.2 Japan
             10.4.3 South Korea
             10.4.4 Australia
             10.4.5 India
             10.4.6 Rest of APAC
     10.5 Rest of the World (RoW)
             10.5.1 Middle East & Africa
             10.5.2 South America

11 Competitive Landscape (Page No. - 87)
     11.1 Introduction
     11.2 Market Ranking Analysis
             11.2.1 JCDecaux
             11.2.2 Clear Channel Outdoor Holdings, Inc.
             11.2.3 Lamar Advertising Company
             11.2.4 Outfront Media, Inc.
             11.2.5 DaKTronics
     11.3 Company Leadership Mapping
             11.3.1 Visionary Leaders
             11.3.2 Dynamic Differentiators
             11.3.3 Innovators
             11.3.4 Emerging  Companies
     11.4 Competitive Benchmarking
             11.4.1 Business Strategy Excellence(25 Companies)
             11.4.2 Strength of Product Portfolio(25 Co,panies)
     11.5 Competitive Situation and Trends
             11.5.1 Major Strategies Adopted By Key Players

12 Company Profiles (Page No. - 92)
(Business Overview, Products Offered, Product Offering Scorecard, Business Strategy Scorecard, Recent Developments, Key Relationships)*
     12.1 Introduction
     12.2 Prismview LLC
     12.3 JCDecaux
     12.4 Lamar Advertising Company
     12.5 Outfront Media Inc.
     12.6 Clear Channel Outdoor Holdings, Inc.
     12.7 NEC Display Solutions Ltd
     12.8 DaKTronics
     12.9 oOh!Media Ltd.
     12.10 BroadSign International LLC
     12.11 Mvix, Inc.
     12.12 Key Innovators
             12.12.1 Chrisitie Digital Systems USA, Inc.
             12.12.2 Ocean Outdoor UK Ltd
             12.12.3 Ayuda Media Systems
             12.12.4 Aoto Electronics Co., Ltd.
             12.12.5 Deepsky Corporation Ltd.

*Details on Business Overview, Products Offered, Product Offering Scorecard, Business Strategy Scorecard, Recent Developments, Key Relationships Might Not Be Captured in Case of Unlisted Companies.

13 Appendix (Page No. - 132)
     13.1 Insights of Industry Experts
     13.2 Discussion Guide
     13.3 Knowledge Store: Marketsandmarkets’ Subscription Portal
     13.4 Introducing RT: Real-Time Market Intelligence
     13.5 Available Customizations
     13.6 Related Reports
     13.7 Author Details

List of Tables (30 Tables)

Table 1 Digital Out of Home Market, By Application, 2014–2023 (USD Billion)
Table 2 Digital Out of Home Market, By Vertical, 2014–2023 (USD Billion)
Table 3 Digital Out of Home Market for Commercial Vertical, By Sector, 2014–2023 (USD Million)
Table 4 Digital Out of Home Market for Commercial Vertical, By Region, 2014–2023 (USD Million)
Table 5 Digital Out of Home Market for Commercial Vertical in North America, By Country, 2014–2023 (USD Million)
Table 6 Digital Out of Home Market for Commercial Vertical in Europe, By Country, 2014–2023 (USD Million)
Table 7 Digital Out of Home Market for Commercial Vertical in APAC, By Country, 2014–2023 (USD Million)
Table 8 Digital Out of Home Market for Commercial Vertical in RoW, By Region, 2014–2023 (USD Million)
Table 9 Digital Out of Home Market for Infrastructural Vertical, By Sector, 2014–2023 (USD Million)
Table 10 Digital Out of Home Market for Infrastructural Vertical, By Region, 2014–2023 (USD Million)
Table 11 Digital Out of Home Market for Infrastructural Vertical in North America, By Country, 2014–2023 (USD Million)
Table 12 Digital Out of Home Market for Infrastructural Vertical in Europe, By Country, 2014–2023 (USD Million)
Table 13 Digital Out of Home Market for Infrastructural Vertical in APAC, By Country, 2014–2023 (USD Million)
Table 14 Digital Out of Home Market for Infrastructural Vertical in RoW, By Region, 2014–2023 (USD Million)
Table 15 Digital Out of Home Market for Institutional Vertical, By Sector, 2014–2023 (USD Million)
Table 16 Digital Out of Home Market for Institutional Vertical, By Region, 2014–2023 (USD Million)
Table 17 Digital Out of Home Market for Institutional Vertical in North America, By Country, 2014–2023 (USD Million)
Table 18 Digital Out of Home Market for Institutional Vertical in Europe, By Country, 2014–2023 (USD Million)
Table 19 Digital Out of Home Market for Institutional Vertical in APAC, By Country, 2014–2023 (USD Million)
Table 20 Digital Out of Home Market for Institutional Vertical in RoW, By Region, 2014–2023 (USD Million)
Table 21 Digital Out of Home Market for Other Verticals, By Region, 2014–2023 (USD Million)
Table 22 Digital Out of Home Market for Other Verticals in North America, By Country, 2014–2023 (USD Million)
Table 23 Digital Out of Home Market for Other Verticals in Europe, By Country, 2014–2023 (USD Million)
Table 24 Digital Out of Home Market for Other Verticals in APAC, By Country, 2014–2023 (USD Million)
Table 25 Digital Out of Home Market for Other Verticals in RoW, By Region, 2014–2023 (USD Million)
Table 26 Digital Out of Home Market, By Region, 2014–2023 (USD Billion)
Table 27 Digital Out of Home Market in North America, By Country, 2014–2023 (USD Million)
Table 28 Digital Out of Home Market in Europe, By Country, 2014–2023 (USD Million)
Table 29 Digital Out of Home Market in APAC, By Country, 2014–2023 (USD Million)
Table 30 Digital Out of Home Market in RoW, By Region, 2014–2023 (USD Million)
 
 
List of Figures (46 Figures)
 
Figure 1 Market Segmentation
Figure 2 Digital Out of Home (DOOH) Market, By Geography
Figure 3 Digital Out of Home Market: Process Flow of Market Size Estimation
Figure 4 Digital Out of Home Market: Research Design
Figure 5 Market Size Estimation Methodology: Bottom-Up Approach
Figure 6 Market Size Estimation Methodology: Top-Down Approach
Figure 7 Market Breakdown & Data Triangulations
Figure 8 Digital Out of Home Market, 2014–2023 (USD Billion)
Figure 9 Digital Out of Home Market, By Application, 2014–2023 (USD Billion)
Figure 10 Digital Out of Home Market, By Vertical, 2017–2023 (USD Billion)
Figure 11 APAC Expected to Register Highest CAGR in DOOH Market Between 2017 and 2023
Figure 12 Digital Out of Home Market Expected to Exhibit High Growth Between 2017 and 2023
Figure 13 Outdoor Application is Expected to Dominate Digital Out of Home Market During Forecast Period
Figure 14 India Expected to Register Highest CAGR in Digital Out of Home Market During Forecast Period
Figure 15 Commercial Vertical to Hold Largest Share of Digital Out of Home Market Between 2017 and 2023
Figure 16 Retail Sector Expected to Grow at Highest CAGR in Digital Out of Home Market During Forecast Period
Figure 17 Digital Out of Home Market: Drivers, Restraints, Opportunities, and Challenges
Figure 18 Value Chain Analysis: Major Value Added During Product Development and Integration Phases
Figure 19 Products in Digital Out of Home Market
Figure 20 Digital Out of Home Market, By Application
Figure 21 Indoor Application is Expected to Register Highest CAGR During Forecast Period
Figure 22 Type of Displays in DOOH Advertising
Figure 23 Digital Out of Home Market, By Vertical
Figure 24 Infrastructural Vertical is Expected to Register Highest CAGR in Digital Out of Home Market During Forecast Period
Figure 25 APAC is Expected to Register Highest CAGR in Digital Out of Home Market for Commercial Vertical During Forecast Period
Figure 26 Digital Out of Home Market, By Geography
Figure 27 North America is Expected to Dominate Digital Out of Home Market During Forecast Period
Figure 28 Geographic Snapshot of Digital Out of Home Market: Rapidly Growing Markets Emerging as New Hotspots
Figure 29 APAC Expected to Register Highest CAGR During Forecast Period
Figure 30 US Expected to Register Highest CAGR in Digital Out of Home Market During Forecast Period
Figure 31 US Held A Major Share of Digital Out of Home Market in North America in 2016
Figure 32 UK is Expected to Dominate Digital Out of Home Market During Forecast Period
Figure 33 Australia is Expected to Register Highest CAGR in Digital Out of Home Market During Forecast Period
Figure 34 Snapshot of Digital Out of Home Market in APAC: China – Most Lucrative Market in 2015
Figure 35 Middle East & Africa is Expected to Dominate Digital Out of Home Market During Forecast Period
Figure 36 Companies Adopted New Product Launches and Expansions as the Key Growth Strategies Between 2015 and 2017
Figure 37 Market Ranking Analysis of the Top 5 Players in Digital Out of Home Market, 2016
Figure 38 Battle for Market Share: Contract and Partnerships Were the Key Strategies Adopted By Companies Between 2015 and 2017
Figure 39 Contract and Partnerships Were Major Strategies Adopted By Industry Players
Figure 40 Geographic Revenue Mix of Key Digital Out of Home Market Players
Figure 41 JCDecuax: Company Snapshot
Figure 42 Lamar Advertising Company: Company Snapshot
Figure 43 Outfront Media Inc.: Company Snapshot
Figure 44 Clear Channel Outdoor Holdings, Inc.: Company Snapshot
Figure 45 DaKTronics: Company Snapshot
Figure 46 oOh!Media Ltd.: Company Snapshot

In today’s modern dynamic world, digital out of home has changed the face of outdoor advertising. Digital out of home encompasses a variety of screen shapes, sizes, and levels of interactivity. There is a huge demand for digital out of home, which is growing as a medium for promotion among the large masses.

The digital out of home market was valued at USD 12.52 Billion in 2016 and is expected to reach USD 26.21 Billion by 2023, at a CAGR of 10.7% during the forecast period. Digital out of home advertising is a part of the larger multiscreen ecosystem that effectively displays a message, creating a deeper level of engagement with the consumers. Increasing availability of media options in recent years has fragmented audiences, making it challenging for advertisers to reach their target markets. Digital out of home media connects with consumers in captive locations, such as elevators, health clubs, and restaurants. Digital advertising is growing at a quicker pace, and media companies are considering digital out of home as the biggest catalyst, which would drive the growth of the digital out of home advertising.

The growth of the digital out of home (DOOH) market is supported by the increasing use of commercial display in advertising, which is a strong medium for promotion for all the sectors and applications. The DOOH market is driven by cost-effectiveness of digital displays. The players in this market need to continuously find unique product implementations and create complementary products and innovative services to increase their market share. Digital out of home provides an opportunity for marketing with digital billboards, creating interactive campaigns, and weekly promotion at a greater level, without wasting paper for printed boards.

Increasing deployment of DOOH solutions helps the tourism and hospitality industries to grow further. The growth of retail centers and advent of digital technology have made a positive impact on the DOOH market globally. However, the increased online/broadcast advertisement and lack of standards for interoperability between devices are restraining the growth of the DOOH market.

Deployment of DOOH solutions has increased rapidly across the globe. Technological innovations such as touch screen technology, near-field communication (NFC), and beacons have created opportunities for this market. The growth of the DOOH market is mainly dependent on the quantity and quality of the information viewed by individuals from different locations. The digital out of home displays capture more attention than the printed media; it is also cost-effective in the long run, as there are no additional costs required to change content.

In 2016, the digital out of home market was dominated by JCDecaux (France), Lamar Advertising Company (US), Clear Channel Outdoor Holdings, Inc. (US), OUTFRONT Media (US), Prismview LLC (US), and Daktronics (US). Other major players in the digital out of home market include NEC Display Solutions, Ltd. (Japan), Stroer SE & Co. KGaA (Germany), Broadsign International LLC. (Canada), oOh!media Ltd. (Australia),  Mvix, Inc. (US), Christie Digital Systems USA, Inc. (US), Ayuda Media Systems (US), Deepsky Corporation Ltd. (Hong Kong), and Aoto Electronics Co., Ltd (China).

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