The digital out of home market is anticipated to grow at a CAGR of 10.7% between 2017 and 2023 to reach USD 26.21 Billion by 2023. In 2016, the digital out of home market was dominated by JCDecaux (France), Clear Channel Outdoor Holdings, Inc. (US), Lamar Advertising Company (US), OUTFRONT Media (US), and Daktronics (US). Other key players in the market includes 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) among others
JCDecaux (France) market dominance is attributed to its penetration in wide application areas. The company continues to focus on developing innovative products pertaining to the digital out of home market such as transport advertising systems, billboards, and street furniture, which would leverage the global capabilities of its out of home advertising business. For instance, in January 2017, the company introduced a prototype, which is designed with the help of ARMOR (France), a leader in printing technologies, and presented to the Normandy (Secure Electronic Transactions) TES Tech Cluster the proof-of-concept for self-sustaining, interactive, solar-powered street furniture. This new concept is equipped with ARMOR’s ASCA brand photovoltaic film to be energy self-sustaining; the furniture includes a very-low-energy interactive screen with a range of possibilities for disseminating information, including a calendar of city events, and for polling residents about a given topic. Moreover, the company invests heavily in mergers and acquisitions to strengthen its position in the out of home advertising. For instance, in December 2016, JCDecaux and Top Media, a leader in the outdoor advertising in Central America, signed an agreement to merge their activities. The new venture is termed as JCDecaux-Top Media, of which 71% of the capital is owned by JCDecaux and 29% owned by Top Media, with operations in Panama, Guatemala, Costa Rica, El Salvador, Honduras, and Nicaragua.
Clear Channel Outdoor Holdings, Inc. (US) is a diversified out of home advertising company that is involved in the development of various technologies for a wide range of applications. Clear Channel Outdoor Holdings, Inc. follows an organized approach toward digital out of home business. The company’s dominance is because of its wide range of offerings related to digital out of home solutions such as traditional and digital billboards, street furniture, transit displays, airport displays, mall displays, wallscapes, and other spectaculars. The company has its operations across various regions such as the Americas, Europe, and Asia Pacific (APAC). The company is continuously engaged in deploying a wide variety of digital out of home products to retain its position as one of the market leaders in the digital out of home market. The company adopts strategies such as product developments by continuously upgrading existing products and solutions. For instance, in December 2016, the company announced an automated programmatic Out of Home (OOH) buying solution. This solution is available to digital billboard inventory programmatic buyers through Rubicon Project’s private marketplace. This solution enables advertisers and brands to purchase the company’s high-impact digital billboard inventory, seamlessly, within a private marketplace. Built from the ground up by Clear Channel Outdoor Holdings, Inc. (US) and Rubicon Project, this new digital OOH (DOOH) exchange combines Clear Channel Outdoor Holdings, Inc., (US) significant reach of digital billboards with Rubicon Project’s leading technology platform.
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
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