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Digital Out of Home Market by Product, Application, Vertical And Geography - Global Forecast to 2023

Digital Out of Home Market: Global Forecast until 2023

  • September 2017
  • 142 pages
  • ID: 5112470
In this report:
The digital out of home (DOOH) market is expected to be valued at USD ##.## billion in 2017, registering an increase of ##.##% from 2016.
The DOOH market for outdoor application was valued at USD ##.## billion in 2016 and is expected to reach USD ##.## billion by 2023, at a CAGR of ##.##% during the forecast period.


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"Increased spending on programmatic advertising and enhanced technological innovations in display technologies are fostering the rise of the digital out of home market"

The digital out of home market, was estimated at ~$12.5B in 2016 and is forecasted to reach ~$26.2B by 2023, at a compound annual growth rate (CAGR) of 10.7% during the forecast horizon. Programmatic advertising has a main role in the global digital out of home market. The programmatic advertising platform is an online auction where media buyers specify their targeting requirements, including audience demographics, time of day and location, as well as their budgetary constraints. According to a survey conducted by the Digital Place Based Advertising Association, 39.0 percent of media buyers are interested in purchasing programmatic platforms for digital out of home advertising.

Direct-view fine-pixel light-emitting diode and direct-view large-pixel LED displays are becoming increasingly common within retail and transit environments, and there have been a number of innovative interactive displays featured in the outdoor advertising campaigns. The intuitive and interactive nature of interactive touch-point displays and kiosks has fueled the increase of the interactive systems and made the customer buying experience easy and less time-consuming. The factors restraining the rise of the digital out of home market contain a rise in the trend of online/broadcast advertisement and lack of standards for interoperability between devices.

"Increasing usage of VR and AR, increasing demand for IoT, and emergence of the cloud platform are driving the increase of the digital out of home market"

Virtual reality and augmented reality have a great ability in creating content for a wide range of audiences with the added value of capturing the users' attention. The integration of AR and VR with the digital out of home advertising may help the firms in building brand value and rise both the reach and interactivity of their campaigns. The most important aspect of AR campaigns is the ability to extract valuable data. Tracking what users are interested in, combined with their details and movements allows firms to shift campaigns and set prices accordingly.

Cloud-based platform has offered the much-needed flexibility for businesses to scale up and grow on a overall level. These platforms have become capable of processing complex data, enabling the creation of interconnected systems. Internet of Things allows users and things to be connected anytime and anywhere for anything using any network or service.

This creates a big source of information about users, with their objects or gadgets being able to autonomously gather their likes, dislikes, and preferences. IoT as a technology implies a significant amount of data that has to be stored, operated, and analyzed. Cloud-based software is very efficient as it can manage the content on a single screen or multiple screens. The cloud-based software solution is considered cost-effective as it minimizes the expenses that are required for purchasing, installing, and maintaining the server.

"North America continent and Asia-Pacific are the main regions for the digital out of home market"

North America (NA) held the biggest share of the digital out of home market in 2016. North America continent being technologically advanced and developed is a leading market for the cutting edge technology, which is used in the advertisement industry. The digital out of home market in North America (NA) is influenced by different Elements such as the high standard of living of clients and the need to save time, need for accuracy and efficiency in the retail market. Asia Pacific (APAC) is expected to display the maximum growth rate in the digital out of home market as a result of its acceptance in the retail, transport, banking, financial services and insurance, and entertainment markets.

In the process of finding out and checking the market value for various segments and sub-segments collected by secondary research, extensive primary audit sessions have been managed with main experts. Following is the breakup of the profile of primary members taking part:

• By Company category: Tier 1 - 22.0 percent, Tier 2 - 34.0 percent, and Tier 3 - 44.0 percent

• By Description: C-suite executives - 32.0 percent, Directors - 33.0 percent, and Others - 35.0 percent

• By Area: North America continent - 42.0 percent, Europe (EU) - 30.0 percent, Asia-Pac - 15.0 percent, and rest of the world - 13.0 percent

The main players in this sector includes JCDecaux, Clear Channel Outdoor Holdings, Incorporated, Lamar Advertising Company, OUTFRONT Media, Daktronics, and Prismview LLC among others.

Segment Research

The study estimates the market value and future increase potential of the digital out of home market across distinct segments including product, application, vertical, and area. Also, the analysis includes the industry trends, market forces, and competitive review of the top actors in the sector, together with their company descriptions, competitive leadership mapping, and recent evolutions.

Main highlights

The market research would benefit the market top players/new sector entrants by providing them the closest approximations of the revenue numbers for the digital out of home segments and sub-segments. Furthermore, this business report would benefit partners to better find out the competitor overview and gain insights to enhance their businesses and have suitable go-to-market approaches. Moreover, this industry report benefits the partners to comprehend the pulse of the sector and offers them information on main market drivers, market restraints, opportunities, and alternatives.

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