Digital Out-of-Home or digital-out-of-home refers to the digital outdoor media used for advertising outside the home. It includes a digital display, digital billboard or digital signage that changes the advertising content remotely with the use of LED and screen technology. Digital-Out-of-Home consists of two platforms that effectively enable the outdoor advertising of various brands. Digital-out-of-home platforms are digital billboards & signages and digital place-based networks. Digital billboards are electronic display systems that display images, videos and animations of brands across different end-use industries for digital-out-of-home advertising. The digital place-based networks integrate targeted information content with advertising narrowcast through digital interfaces or display screens in place-based venues such as retail outlets, airports, malls, transit, bus shelters and roadsides, among others. These platforms in digital-out-of-home advertising are creating growth opportunities for the digital-out-of-home market.
In the coming years, the digital-out-of-home advertising will be dependent upon improved audience measurement such as location-based data, weather forecast and live news by using advanced attribution tools. Digital-out-of-home advertising is unlocking various opportunities for advertisers to reach the target audience more effectively. Digital-out-of-home also plays a vital role in smart city projects. The full-motion digital locations linked with Wi-Fi technology are equipped with facial recognition technology to offer connectivity to the mobile audiences. With the advancement of mobile-based digital networks, digital-out-of-home advertisers are extending location-based advertisements to engage customers from anywhere. Due to advancements in digital-out-of-home technologies, digital-out-of-home is transforming traditional outdoor advertising. There is a rise in the usage of digital screens at the airports globally, as they attract the attention of the target audience. These digital screens display the advertisements of brands and real-time news, weather and entertainment that draws the attention of travellers at airports. Moreover, factors such as long dwell time, business class travellers, frequent flyers, etc. create opportunities for advertisers to offer repeated exposure of their brands as the travellers are forced to spend hours waiting for their flights. These factors are contributing to the growth of the digital-out-of-home market.
Revenue generated by the global digital-out-of-home market is estimated to exhibit a double-digit CAGR and reach US$ 12,365.6 Mn by 2028. On the basis of platform, digital-out-of-home in digital billboards & signages (DBB) segment is estimated to hold the largest share in 2028. Moreover, the digital billboards & signages (DBB) is expected to exhibit the highest CAGR in the platform segment. On the basis of industry, the digital-out-of-home in retail segment is estimated to hold approximately 16.1% of the market share in 2028. However, the transportation segment is estimated to exhibit high CAGR of 12.0% during the forecast period.
The digital-out-of-home market in MEA is expected to witness the highest growth in the global digital-out-of-home market owing to the increasing adoption of advanced interactive technologies and rise in the usage of Augmented Reality (AR) & Virtual Reality (VR) in digital-out-of-home advertising. These AR & VR technologies are integrated in digital-out-of-home solutions to create immersive and interactive advertisement for audiences, which enhance consumer experiences and engage the target audience effectively. Thus, the introduction of AR and VR technologies in digital-out-of-home advertising is expected to create incremental opportunities for the digital-out-of-home market.
Some of the key vendors in the digital-out-of-home market are JCDecaux, Lamar Advertising Company, Clear Channel Outdoor, oOh!Media Ltd., Ströer SE & Co. KGaA, Outfront Media, Inc., APN Outdoor Group Ltd., Focus Media Co. Ltd., Exterion Media Group, BroadSign International LLC and Asiaray Media Group Ltd.
For instance, in July 2018, Lamar Advertising Company entered into partnership with Wieden-Kennedy, OMA, Clear Channel Outdoor and Wow Media with an objective to launch a digital-out-of-home campaign for the Los Angeles International Airport. The digital billboards in the campaign use dynamic data from real-time flights and display the content when the passengers leave the airport. This digital-out-of-home campaign displayed vouchers to passengers of Delta Airlines
In October 2017, ELAN Media, one of the leading companies that specialise in innovation communication and advertising, entered into partnership with Quividi, an audience analytics provider. Through this partnership, both the companies introduced anonymous video analytics technology (AVA) that enables ELAN Media to precisely measure the audience of their digital-out-of-home assets in real-time.
In April 2018, JCDecaux Australia entered into a partnership with Seedooh, a campaign delivery reporting platform provider. Through this partnership, Seedooh’s reporting and verification platform will be integrated into the JCDecaux system to provide real-time delivery data fordigital-out-of-home campaigns.
In October 2017, Lamar Advertising Company entered into an agreement with Ultravision International, a manufacturer of LED displays and LED lighting, with an objective to purchase LED billboard lights and modular LED display panels from Ultravision.
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