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市場調查報告書
商品編碼
1433824

數位戶外（戶外）廣告：市場佔有率分析、產業趨勢/統計、成長預測（2024-2029）

Digital Out of Home (OOH) Advertising - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)
出版日期: | 出版商: Mordor Intelligence | 英文 165 Pages | 商品交期: 2-3個工作天內

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簡介目錄

2024年，全球數位OOH（戶外）廣告市場規模將達230.6億美元，2024-2029年預測期間複合年成長率為15.20%，2029年將達到467.9億美元。

數位戶外 (OOH) 廣告市場

主要亮點

  • 數位 OOH（戶外）廣告是商業廣告接觸廣大受眾的一種經濟有效的方式，因此其使用量很大，並且正在推動預測期內的市場擴張。
  • 此外，全球都市化和基礎設施開拓的不斷發展預計將在預測期內推動市場成長。此外，各行業戶外廣告支出的增加正在推動市場擴張，因為多個廣告可以顯示在一個螢幕上。
  • 數位 OOH（戶外）廣告在廣告界越來越受歡迎，因為它提高了消費者的品牌知名度，並補充了品牌在其他管道上的廣告宣傳，推動了市場成長。預計這種情況將會發生。此外，隨著人們在辦公室和家外花費更多時間，戶外廣告使企業能夠定期、快速地接觸大量人群，從而促進預測期內的市場成長。
  • COVID-19 對數位 OOH（戶外）廣告市場的擴張產生了相當大的影響。疫情期間，主要產業對數位電子看板解決方案的需求減少，大大影響了數位 OOH（戶外）廣告解決方案的需求。此外，由於世界各國政府實施部分或全部封鎖，導致缺乏合格的勞動力，這阻礙了大流行期間數位 OOH（戶外）廣告市場的擴張。
  • 廣告成本的波動可能會阻礙數位戶外廣告市場的成長。

數位 OOH（戶外）廣告市場的趨勢

Transit 將在數位 OOH（戶外）市場中佔據很大佔有率

  • 由於對與旅客相關的數位內容和資訊的需求，互動廣告透過資訊亭、廣告看板、廣告看板等各種廣告模式部署在平台上，佔交通媒體收益成長的很大佔有率。
  • 其結果是消費者行為在所有交通途徑的客戶參與方面發生轉變，從而使企業能夠在客戶心目中策略性地發展其品牌。在接下來的三年裡，這可能會讓潛在客戶遠離傳統媒體。
  • 在歐洲和亞太地區，交通是最突出的部分，大眾交通工具基礎設施發達且密集，使得大眾交通工具成為很大一部分人口的首選交通途徑。
  • 除其他交通途徑外，機場對於頭等艙和奢侈品的廣告來說是特別有吸引力的場所。機場面臨著尋找新方法來增加收益的壓力。透過將海報等靜態展示轉變為數位簡報，機場可以提供多個贊助商，而不僅僅是一個。這將極大地增加收益。此外，引進廣告合作夥伴可以讓機場分擔更新新廣告技術的成本負擔。
  • 繼機場之後，數位 OOH（戶外）廣告的引入也在鐵路領域取得進展。新興國家對智慧火車站不斷成長的需求正在推動戶外數位媒體的需求。

亞太地區實現顯著成長

  • 亞太地區是所有地區中人口最多的地區。由於城市人口的增加和購買力的增強，亞太地區被認為是數位戶外市場最大的成長市場之一。
  • 亞太地區和其他新興國家的消費者正在追隨西方消費者的腳步，從傳統媒體管道迅速過渡到互動式數位媒體。因此，數位 OOH（戶外）廣告市場在整個全部區域不斷成長，西方國家，尤其是北美地區，在該市場佔有重要地位。
  • 亞太地區大眾交通工具基礎設施發達，人口密度高，大眾交通工具成為許多人的首選。
  • 此外，雖然該地區主要由時代網際網路和上海文廣新聞傳媒集團等本土企業主導，但德高集團等大型企業也在該地區佔有重要的市場佔有率。

數位 OOH（戶外）廣告業概述

數位 OOH（戶外）廣告市場高度分散。該行業由在多個市場營運的幾家大型戶外廣告媒體公司和在一個或幾個當地市場營運數量有限的小型本地公司組成。

  • 2022 年 1 月 - Hivestack 巢仕達在馬來西亞推出了程式化數位戶外 （DOOH） 市場。 Hivestack 蜂仕達宣佈與群邑和電通旗下的 Posterscope 在全球 14 個國家/地區達成協定，並已於 2021 年 12 月推出直播活動。 這些機構的客戶可以在馬來西亞和Hive Stack的優質全球網路中使用數據驅動的受眾定位來發起活動。 Hive Stack 還通過其 Hive Stack 供應方平臺 （SSP） 提供馬來西亞最大和最強大的戶外廣告，包括 BIG Tree、Seni Jaya、Spectrum、Laguna、Lantern Media、Sky Blue、Power Screen、WOW Media、Era Jaya 和 AOS Media，其中包括 BIG Tree、Seni Jaya、Spectrum、Laguna、Lantern Media、Sky Blue、Power Screen、WOW Media、Era Jaya 和 AOS Media。 我們有 DOOH 媒體擁有者。 這些媒體擁有者可以通過即時連接到世界各地的廣告商來通過他們的優質 DOOH 庫存獲利。
  • 2021 年 8 月 - Airsqreen 推出 DOOH 廣告平台。這種簡單的技術將廣告商和螢幕經營者聯繫起來，使該行業的信任度和收益潛力達到了新的水平。 Airsqreen 創建了一個簡單、經濟高效的解決方案，透過即時檢驗為 DOOH 廣告帶來完全的透明度，並創造新的營運效率。

其他福利：

  • Excel 格式的市場預測 (ME) 表
  • 3 個月分析師支持

目錄

第1章 簡介

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章市場洞察

  • 價值鏈分析
  • 市場概況
  • 產業吸引力－波特五力分析
    • 供應商的議價能力
    • 買方議價能力
    • 新進入者的威脅
    • 替代品的威脅
    • 競爭公司之間的敵對關係

第5章市場動態

  • 促進因素
    • 增加大眾交通工具基礎設施
    • 數位螢幕的採用增加
    • 連網型螢幕帶來更大的廣告彈性
  • 抑制因素
    • 安裝和維護成本高

第6章市場區隔

  • 目的
    • 廣告看板
    • 過境
    • 街道家具
    • 其他用途
  • 最終用戶
    • 零售
    • 醫療保健/製藥
    • 金融服務
    • 車
    • 電訊/公共事業
    • 政府機關
    • 其他最終用戶
  • 地區
    • 北美洲
      • 美國
      • 加拿大
    • 歐洲
      • 德國
      • 英國
      • 西班牙
      • 法國
      • 歐洲其他地區
    • 亞太地區
      • 中國
      • 印度
      • 日本
      • 新加坡
      • 韓國
      • 其他亞太地區
    • 拉丁美洲
      • 巴西
      • 墨西哥
      • 智利
      • 其他拉丁美洲
    • 中東/非洲
      • GCC
      • 南非
      • 其他中東/非洲

第7章 競爭形勢

  • 公司簡介
    • JCDecaux Group
    • Clear Channel Outdoor Holdings Inc.
    • BroadSign International LLC
    • OUTFRONT Media
    • Daktronics Inc.
    • Talon Outdoor Ltd
    • oOh!media Limited
    • QMS Media Limited
    • SevenOne Media GmbH
    • Stroer SE & Co. KGaA
    • Exterion Media Group
    • The Times Group
    • EyeMedia LLC

第8章投資分析

第9章市場的未來

簡介目錄
Product Code: 66350

The Digital Out of Home Advertising Market size is estimated at USD 23.06 billion in 2024, and is expected to reach USD 46.79 billion by 2029, growing at a CAGR of 15.20% during the forecast period (2024-2029).

Digital Out of Home (OOH) Advertising - Market

Key Highlights

  • As digital out-of-home advertisements are a cost-effective way for commercials to reach a wide range of audiences, their utilization is significant and growing, driving market expansion during the forecast period.
  • Furthermore, increased urbanization and infrastructure development worldwide are expected to drive market growth during the forecast period. Again, growing expenditure on outdoor advertising by various industries is propelling market expansion because of its ability to show several advertisements on a single screen.
  • Digital outdoor advertising is getting popular in the advertising world since it raises brand awareness among consumers and complements the brand's advertising campaigns on other channels, which are expected to drive market growth. Furthermore, as people spend more time outside their offices and homes, out-of-home advertising allows companies to reach a large number of people regularly and quickly, boosting the market growth during the projection period.
  • COVID-19 has considerably impacted the expansion of the digital-out-of-home advertising market. During the pandemic, the decline in demand for digital signage solutions across key industries substantially influenced the need for digital out-of-home advertising solutions. Furthermore, the lack of a competent workforce owing to partial and total lockdown enacted by governments worldwide hampered the expansion of the digital out-of-house advertising market during a pandemic.
  • The volatility of the cost of advertising may hinder the growth of the digital out-of-home (OOH) advertising market.

Digital Out of Home (OOH) Advertising Market Trends

Transit Accounts for a Significant Share of Digital OOH Market

  • The demand for digital content and information relevant to travelers has resulted in interactive commercials via various modes of advertisement, such as Kiosks, billboards, and Signboards, on the platform, which contributes to a large share of the increase in transportation media revenues.
  • As a result, there has been a change in the behavior of consumers in terms of customer engagement across all means of transportation, allowing companies to grow their brands in the minds of their customers strategically. Over the next three years, this will drive potential customers away from traditional media.
  • Transit is the most prominent segment, as public transportation is the preferred mode of transportation for a large portion of the population in Europe and Asia-Pacific, owing to advanced and dense public transportation infrastructure.
  • Airports are an attractive setting for advertising, particularly for top-tier and luxury products, among numerous modes of transportation. Airports are under increasing pressure to find new techniques to generate revenue. By converting static displays like posters to digital presentations, airports may offer several sponsors instead of just one. This dramatically increases revenue. Additionally, by bringing in advertising partners, airports can share the cost burden of updating to new advertising technologies.
  • Following airports, railways have seen significant adoption of digital out-of-home advertising. The rising demand for smart railway stations in emerging economies is driving up demand for DOOH.

Asia Pacific to Register Significant Growth

  • The Asia Pacific has the largest population of all the regions. With an increase in the urban population and increased purchasing power, Asia-Pacific is considered to be one of the largest growing markets for the Digital and OOH market.
  • Consumers in Asia-Pacific and other emerging nations are following the footsteps of their western counterparts and are quickly migrating from traditional media channels to attractive digital mediums. This, in turn, is resulting in the growth of the digital out-of-home (OOH) advertising market across the region as the western counterparts, particularly the North American region, hold a significant presence in the market.
  • Transportation is the most dominant segment, as public transport has been the preferred option by a significant population in Asia-Pacific due to its advanced and high-density public transport infrastructure.
  • Moreover, the region is dominated by local players, like Times Internet and Shanghai Media Group, while major players, like JCDecaux also have considerable market share in this region.

Digital Out of Home (OOH) Advertising Industry Overview

The Digital Out of Home (OOH) Advertising Market is highly fragmented. The industry is comprised of several large outdoor advertising and media companies with operations in multiple markets, as well as the smaller, local companies operating a limited number of structures in one or a few of the local markets.

  • January 2022 - Hivestack has launched a programmatic digital out-of-home (DOOH) marketplace in Malaysia. Hivestack has announced agreements with GroupM in 14 countries worldwide and Dentsu-owned Posterscope, which has already activated a live campaign in December 2021. These agency customers may now utilize data-driven audience targeting to start campaigns both within Malaysia and throughout Hivestack's premium global network. Hivestack has also secured some of the largest and most powerful OOH/DOOH media owners in Malaysia through the Hivestack Supply Side Platform (SSP), including BIG Tree, Seni Jaya, Spectrum, Laguna, Lantern Media, Sky Blue, Power Screen, WOW Media, Era Jaya, and AOS Media. These media owners can monetize their premium DOOH inventory by connecting to a worldwide pool of advertisers in real time.
  • August 2021 - Airsqreen introduced an Advertising Platform for Digital Out-of-Home (DOOH) Advertising. This simple technology connects advertisers to screen operators, giving the industry a new level of confidence and revenue possibilities. Airsqreen created a simple, cost-effective solution that brings full transparency to DOOH advertising through real-time verification and creates new operational efficiencies.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions & Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Value Chain Analysis
  • 4.2 Market Overview
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Buyers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitutes
    • 4.3.5 Intensity of Competitive Rivalry

5 MARKET DYNAMICS

  • 5.1 Drivers
    • 5.1.1 Increase in Public Transit Infrastructure
    • 5.1.2 Increasing Adoption of Digital Screens
    • 5.1.3 High Advertising Flexibility with Connected Screens
  • 5.2 Restraints
    • 5.2.1 High Installation and Maintenance Costs

6 MARKET SEGMENTATION

  • 6.1 Application
    • 6.1.1 Billboard
    • 6.1.2 Transit
    • 6.1.3 Street Furniture
    • 6.1.4 Other Applications
  • 6.2 End-User
    • 6.2.1 Retail
    • 6.2.2 Healthcare/Pharmaceuticals
    • 6.2.3 Financial Services
    • 6.2.4 Automotive
    • 6.2.5 Telecom/Utilities
    • 6.2.6 Government Agencies
    • 6.2.7 Other End-Users
  • 6.3 Geography
    • 6.3.1 North America
      • 6.3.1.1 United States
      • 6.3.1.2 Canada
    • 6.3.2 Europe
      • 6.3.2.1 Germany
      • 6.3.2.2 United Kingdom
      • 6.3.2.3 Spain
      • 6.3.2.4 France
      • 6.3.2.5 Rest of Europe
    • 6.3.3 Asia-Pacific
      • 6.3.3.1 China
      • 6.3.3.2 India
      • 6.3.3.3 Japan
      • 6.3.3.4 Singapore
      • 6.3.3.5 South Korea
      • 6.3.3.6 Rest of Asia Pacific
    • 6.3.4 Latin America
      • 6.3.4.1 Brazil
      • 6.3.4.2 Mexico
      • 6.3.4.3 Chile
      • 6.3.4.4 Rest of Latin America
    • 6.3.5 Middle East and Africa
      • 6.3.5.1 GCC
      • 6.3.5.2 South Africa
      • 6.3.5.3 Rest of Middle East and Africa

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 JCDecaux Group
    • 7.1.2 Clear Channel Outdoor Holdings Inc.
    • 7.1.3 BroadSign International LLC
    • 7.1.4 OUTFRONT Media
    • 7.1.5 Daktronics Inc.
    • 7.1.6 Talon Outdoor Ltd
    • 7.1.7 oOh!media Limited
    • 7.1.8 QMS Media Limited
    • 7.1.9 SevenOne Media GmbH
    • 7.1.10 Stroer SE & Co. KGaA
    • 7.1.11 Exterion Media Group
    • 7.1.12 The Times Group
    • 7.1.13 EyeMedia LLC

8 INVESTMENT ANALYSIS

9 FUTURE OF THE MARKET