DUBLIN--(BUSINESS WIRE)--The "Digital Out of Home Advertising Market - Forecasts from 2021 to 2026" report has been added to ResearchAndMarkets.com's offering.
The Digital Out of Home Advertising market is expected to grow at a compound annual growth rate of 10.35% over the forecast period to reach a market size of US$33.372 billion in 2026 from US$16.750 billion in 2019.
Companies Mentioned
- Lamar Advertising Company
- OUTFRONT Media Inc.
- Primedia Outdoor
- Broadsign
- JCDecaux Group
- Fairway Outdoor Advertising
- Hurricane Media UK Ltd
- AllOver Media, LLC
- Clear Channel Outdoor
- Ocean Outdoor UK Limited
Digital out-of-home media, or DOOH media, refers to digital media that appear in environments accessible to the public. This includes digital billboards and outdoor signage, as well as networks of screens found in businesses like malls and healthcare providers. DOOH is a broad category, so you can find it pretty much everywhere. Head over to the nearest commercial district and you'll likely find large digital billboards, small digital signboards, and even little TV screens used to serve up content. All of these are examples of DOOH. In practice, these displays are mostly like the static billboards and signs that have existed for centuries. However, since digital displays can allow for moving images and interactivity, they are a lot more flexible. The movement also has a much easier time capturing the eye, meaning DOOH has far more potential to make an impact.
Traditional billboards incur printing and installation costs for each new ad. Displaying fresh content on digital billboards can be automated and done in seconds. There's more upfront cost to set up a digital screen, but it's an investment that more than pays for itself. Digital also allows for several different pieces of content to be displayed. With regular billboards, the same static image will stay up for weeks, whereas a digital ad can change every 15 seconds. This variation on the screen keeps viewers interested and more receptive to messaging. DOOH is even more impressive when applied in tandem with other modern technologies. Pair a display and facial recognition technology and you can match content to the demographics of onlookers. Integrate weather data and you can create campaigns that change content depending on whether it's sunny or raining. There's endless opportunity for creativity, context, and relevance when DOOH is paired with other sensors and software, much of which could not be possible with static displays, which is further expected to boost the DooH market growth.
Growth Factors
- Increasing adoption of AR/ VR.
- Replacement of traditional billboards with digital billboards is expected to fuel the market growth.
Impact of COVID - 19
Due to the COVID-19 pandemic, several markets have been adversely affected due to the repercussions on the operating profits of the companies. Digital out-of-home is one such market anticipated to witness a decline in growth over the future years. Amongst the other markets, media and advertising are likely to foresee tremendous disruption in the attainable revenues over the coming period. While digital advertising platforms have predominantly attained opportunities for engaging consumers simply because of the apparent correlation between time at home and media consumption, the traditional Out-Of-Home (OOH) advertising market is predicted to decline over the future years. With the fact that public transport modes act as an ideal environment for the spread of a deadly disease like this, the DOOH market is conceivably witnessing lower reach, especially at the transport locations as target customers are mostly staying indoors and avoiding crowded places as much as possible.
Key Topics Covered:
1. Introduction
2. Research Methodology
3. Executive Summary
4. Market Dynamics
4.1. Market Drivers
4.2. Market Restraints
4.3. Porters Five Forces Analysis
4.4. Industry Value Chain Analysis
5. Digital Out of Home Advertising Market Analysis, By Product
5.1. Digital Urban Panel
5.2. Digital Billboards
5.3. Digital Posters
5.4. Others
6. Digital Out of Home Advertising Market Analysis, By End-User Industry
6.1. Retail
6.2. Healthcare
6.3. Hospitality
6.4. Banking
6.5. Others
7. Digital Out of Home Advertising Market Analysis, By Geography
8. Competitive Environment and Analysis
8.1. Major Players and Strategy Analysis
8.2. Emerging Players and Market Lucrativeness
8.3. Mergers, Acquisitions, Agreements, and Collaborations
8.4. Vendor Competitiveness Matrix
9. Company Profiles
For more information about this report visit https://www.researchandmarkets.com/r/ekyl54
