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OOH広告の世界市場- 2023-2030年Global Out-of-Home (OOH) Advertisement Market - 2023-2030 |
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OOH広告の世界市場- 2023-2030年 |
出版日: 2023年05月02日
発行: DataM Intelligence
ページ情報: 英文 200 Pages
納期: 約2営業日
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アウト・オブ・ホーム(OOH)広告の世界市場は、予測期間(2023-2030年)に13.3%のCAGRで成長する見通しです。
OOH広告の主な利点は、消費者が広告メッセージを受け入れやすい自宅以外の場所で、消費者にリーチできることです。また、OOH広告は、特に人口密度の高い都市部において、高い露出度を提供することができます。2022年の市場シェアは、ビルボードが49.01%を占め、トップとなっています。ビルボードは、ブランドメッセージをシンプルかつ簡潔に伝えることができる、最も費用対効果の高いOOH広告戦略です。
プラットフォーム分野では、スタティック分野が2022年に73.20%の市場シェアを獲得し、リードしています。静止型プラットフォームは、ブランドが消費者にメッセージを伝えるのに最も効果的で経済的な方法を提供します。しかし、予測期間中、デジタル・プラットフォームがスタティック・プラットフォームを上回ると予想されます。デジタルプラットフォームは、予測期間中の2030年には55.68%のシェアを占めると予測されています。デジタルプラットフォームのシェアが高まっているのは、OOH広告会社がデジタルプラットフォームに注力するようになったこと、さまざまな公共の場所で電子ディスプレイサイネージの普及が進んでいることが主な理由です。デジタルプラットフォームは、広告主の位置や属性に基づいた高度なターゲティングが可能です。
テクノロジーの進化は、アウトオブホーム(OOH)広告に革命をもたらしました。OOH広告は、テクノロジーを活用することで、より魅力的でインタラクティブな広告を作成し、キャンペーンの測定と最適化を行うことができるようになったのです。
デジタルスクリーンとプログラマティック広告の採用は、OOH広告市場を大きく変貌させました。デジタルスクリーンは、広告主がリアルタイムで更新できるダイナミックでインタラクティブな広告を作成することを可能にし、プログラマティック広告は、より正確なターゲティングとキャンペーンの最適化を可能にします。
モバイル機器や位置情報サービスの台頭により、OOH広告主はこの技術を活用して、よりパーソナライズされた関連性の高い広告を作成することができます。例えば、OOH広告主は、モバイルデータを利用して、消費者が特定の広告の近くにいることを特定し、パーソナライズされたメッセージをモバイルデバイスにプッシュすることができます。
各国政府は、特に学校や宗教施設などの敏感なエリアにおいて、OOH広告にコンテンツ制限を課しています。この制限により、OOH広告に表示できるコンテンツの種類が制限されたり、OOH広告主が特定の種類のコンテンツを表示するために特別な許可を取得する必要が生じることがあります。
また、各国政府はOOH広告会社に多額の税金を課しています。税負担は、今後設立される中小企業の事業拡大を妨げる可能性があります。政府、特に欧州の先進諸国では、データ保護法を採用しており、ターゲットデジタルOOH広告の成長を妨げています。厳しい政府規制は、世界市場の成長を制限する重要な要因となっています。
COVID-19の分析には、Pre-COVIDシナリオ、COVIDシナリオ、Post-COVIDシナリオがあり、価格ダイナミクス(パンデミック時およびパンデミック後の価格変動とCOVID前のシナリオとの比較)、需要-供給スペクトラム(取引制限、ロックダウンおよびその後の問題による需要と供給のシフト)、政府の取り組み(政府機関による市場、セクター、産業の活性化に関する取り組み)、メーカーの戦略的取り組み(COVID問題を軽減するためのメーカーの取り組み)についても解説する予定です。
The global out-of-home (OOH) advertisement market reached US$ XX million in 2022 and is projected to witness lucrative growth by reaching up to US$ XX million by 2030. The market is growing at a CAGR of 13.3% during the forecast period (2023-2030).
The main advantage of OOH advertising is that it reaches consumers outside of their homes, where they are likely to be more receptive to advertising messages. OOH ads can also provide a high level of exposure, particularly in densely populated urban areas. Among types, the billboards segment accounted for a leading market share of nearly 49.01% in 2022. Billboards are the most cost-effective OOH advertising strategy that conveys brand message in a simple and concise way.
Static segment is leading within the platform segment, with a market share of 73.20% in 2022. Static platform offers the most effective and economical method for brands to communicate their message to consumers. However, the digital platform is likely to surpass static platform during the forecast period. Digital platform is projected to have a share of 55.68% in 2030 over the forecast period. The rising share of digital platforms is mainly due to the increasing focus by OOH advertisement companies on digital platforms and growing proliferation of electronic display signages across various public places. Advertising can be highly targeted, based on the location and demographics of the audience.
Technological advancements have revolutionized the out-of-home (OOH) advertisement. OOH advertising has been able to leverage technology to create more engaging and interactive advertisements, as well as to measure and optimize campaigns.
The adoption of digital screens and programmatic advertising has significantly transformed the OOH advertisement market. Digital screens allow advertisers to create dynamic and interactive advertisements that can be updated in real-time, while programmatic advertising allows for more precise targeting and better optimization of campaigns.
With the rise of mobile devices and location-based services, OOH advertisers can leverage this technology to create more personalized and relevant advertisements. For instance, OOH advertisers can use mobile data to identify when consumers are near a particular advertisement and push personalized messages to their mobile devices.
Governments have imposed content restrictions on OOH advertisements, particularly in sensitive areas such as schools or religious institutions. The restrictions may limit the type of content that can be displayed on OOH advertisements and may require OOH advertisers to obtain special permits to display certain types of content.
Governments also heavily tax OOH advertising companies. The tax burden may prevent the expansion of upcoming small and medium companies. Governments, especially in developed countries of Europe, have adopted data protection laws that have stymied the growth of targeted digital OOH advertisements. Stringent government regulations are a key factor limiting the growth of the global market.
The COVID-19 analysis includes Pre-COVID Scenario, COVID Scenario and Post-COVID Scenario along with pricing dynamics (including pricing change during and post-pandemic comparing it with pre-COVID scenarios), demand-supply spectrum (shift in demand and supply owing to trading restrictions, lockdown and subsequent issues), government initiatives (initiatives to revive market, sector or industry by government bodies) and manufacturers strategic initiatives (what manufacturers did to mitigate the COVID issues will be covered here).
The global out-of-home (OOH) advertisement market is segmented based on type, platform and region.
The billboards segment in out-of-home (OOH) advertisement market holds the largest market share at the global level. Out-of-home advertising (OOH) is changing as a result of the development of digital and electrical signs, opening up new avenues for advertising. Businesses can advertise their brand, item or purpose using both static and animated images on digital/electronic signs. Businesses employed these sales techniques to persuade the general public to back a particular cause, such as a conflict, or to persuade customers that their product was superior to all others.
According to statistics, there are 350,000 signs in the U.S. alone, most of which are situated along highways, atop buildings, on walls, on park benches, or on the sides of buses. The purpose of sign advertising is to be seen by lots of passengers, vehicles or pedestrians.
According to estimates from GroupM, only the internet has a stronger daily reach than OOH among users in the 15-45 age range in China. By utilizing cutting-edge digital out-of-home technology like data-driven targeting, advertisers have the opportunity to connect people with pertinent messaging and broaden the reach of their campaigns.
Leading market participants have been seen making large expenditures in the digital out-of-home sector in China. It consists of Alibaba, which has invested US$ 1.43 billion in Focus Media, China's network for out-of-home advertising.
In addition, the digital out-of-home advertising technology company Hivestack announced a partnership with Baidu and JD.com-owned XinChao Media. Under the collaboration, XinChao Media gives agencies, brands, and omnichannel DSPs access to the supply side platform to programmatically purchase DOOH inventory.
The festive season in India saw media sectors like out-of-home advertising shift gears to gain growth momentum, as evidenced by noticeably improved media occupancy rates, the launch of brand campaigns, and the revival of the transit media industry in particular, which was suffering as a result of travel restrictions that were put in place during the COVID times.
The major global players in the market include: Global Media & Entertainment Limited, Stroer, JCDecaux, Clear Channel Outdoor Holdings, Inc, Asiaray Media Group Limited, OUTFRONT Media Inc., Focus Media, oOh!media Limited, Daktronics, Intersection, and Stellar Lifestyle Pte Ltd.
The global Out-of-Home (OOH) advertisement market report would provide approximately 53 tables, 48 figures and 200 pages.
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