デジタル家庭外広告市場規模、シェア、成長分析：フォーマットタイプ別、用途別、場所別、エンドユーザー別、地域別 - 産業予測 2025～2032年

デジタル家庭外（DOOH）広告の世界市場規模は2023年に187億米ドルと評価され、予測期間（2025-2032年）のCAGRは9.1%で、2024年の204億米ドルから2032年には409億5,000万米ドルに成長する見通しです。

世界のデジタル家庭外（DOOH）広告市場は、消費者の嗜好の進化とデジタルサイネージ導入の急増に牽引され、大きな変貌を遂げています。高速インターネットの台頭と、ダイナミックでインタラクティブな広告コンテンツに対する需要の高まりが、この変化の決定的な要因となっています。AI、データ分析、拡張現実などの先進技術の統合は、キャンペーン機能をさらに革新し、広告主は高度にパーソナライズされた魅力的なコンテンツを提供できるようになりました。しかし、導入コストの高騰や、キャンペーンの効果を測定するための標準化された指標が存在しないといった課題が、特に中小企業において、より広範な導入を阻害し続けています。DOOH広告の可能性を最大限に引き出すためには、市場の発展とともに、これらのハードルに対処することが不可欠となると思われます。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析
• 規制情勢
• ケーススタディ
• 技術の進歩

デジタル家庭外広告市場規模：フォーマットタイプ別& CAGR（2025-2032）

• 市場概要
• デジタルビルボード
• デジタルサイネージ
• デジタルスクリーン
• その他

デジタル家庭外広告市場規模：用途別& CAGR（2025-2032）

• 市場概要
• ストリートファニチャー
• 公共の位置情報に基づく
• 交通
• その他

デジタル家庭外広告市場規模：場所別& CAGR（2025-2032）

• 市場概要
• 屋内
• 屋外

デジタル家庭外広告市場規模：エンドユーザー別& CAGR（2025-2032）

• 市場概要
• 自動車
• パーソナルケアと家庭用品
• エンターテインメント
• 小売り
• 飲食品
• 通信
• BFSI
• その他

デジタル家庭外広告市場規模：地域別& CAGR（2025-2032）

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022-2024）

主要企業プロファイル

• JCDecaux（France）
• Clear Channel Outdoor Holdings, Inc.（United States）
• Lamar Advertising Company（United States）
• Stroer SE & Co. KGaA（Germany）
• Outfront Media Inc.（United States）
• Broadsign International LLC（Canada）
• Focus Media（China）
• Global Outdoor Media Limited（United Kingdom）
• Daktronics Inc.（United States）
• APG|SGA（Switzerland）
• Ocean Outdoor（United Kingdom）
• Pattison Outdoor Advertising（Canada）
• Mediaco Outdoor（France）
• Exterion Media（United Kingdom）
• Intersection（United States）
• Neo Advertising（Switzerland）
• Primedia Outdoor（South Africa）
• Stark Outdoor（Italy）
• Asiaray Media Group（Hong Kong）

結論と提言

Global Digital Out-of-Home Advertising Market size was valued at USD 18.7 billion in 2023 and is poised to grow from USD 20.4 billion in 2024 to USD 40.95 billion by 2032, growing at a CAGR of 9.1% during the forecast period (2025-2032).

The global Digital Out-of-Home (DOOH) Advertising market has experienced significant transformation, driven by evolving consumer preferences and a surge in digital signage adoption. The rise of high-speed internet and increasing demand for dynamic, interactive ad content are crucial factors in this shift. The integration of advanced technologies like AI, data analytics, and augmented reality has further revolutionized campaign capabilities, enabling advertisers to provide highly personalized and engaging content. However, challenges such as elevated implementation costs and the absence of standardized metrics to gauge campaign effectiveness continue to impede broader adoption, especially among smaller enterprises. As the market evolves, addressing these hurdles will be essential for unlocking the full potential of DOOH advertising.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Digital Out-Of-Home Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global Digital Out-Of-Home Advertising Market Segments Analysis

Global Digital Out-of-Home Advertising Market is segmented by Format Type, Application, Location, End User and region. Based on Format Type, the market is segmented into Digital Billboard, Digital Signage, Digital Screens and Others. Based on Application, the market is segmented into Street Furniture, Public Location Based, Transit and Others. Based on Location, the market is segmented into Indoor and Outdoor. Based on End User, the market is segmented into Automotive, Personal Care and Households, Entertainment, Retail, Food and Beverages, Telecom, BFSI and Others. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Digital Out-Of-Home Advertising Market

The Global Digital Out-Of-Home Advertising market is being propelled by the ongoing advancement and incorporation of innovative technologies such as artificial intelligence, augmented reality, and data analytics. These developments significantly improve the effectiveness of Digital Out-Of-Home (DOOH) campaigns, enabling advertisers to deliver more personalized, engaging, and interactive content. As a result, brands can forge stronger connections with their target audiences, ultimately leading to enhanced engagement and improved campaign performance. This integration of cutting-edge technology is reshaping the advertising landscape and driving the growth of the DOOH market on a global scale.

Restraints in the Global Digital Out-Of-Home Advertising Market

A significant constraint in the Global Digital Out-Of-Home Advertising market stems from the high costs associated with acquiring digital displays, developing engaging content, and integrating advanced technology. This financial burden can be particularly challenging for smaller businesses and advertisers operating with limited budgets, making it difficult for them to compete in this dynamic landscape. Additionally, regulatory hurdles and privacy concerns may further hinder market growth, as compliance with various regulations can impose additional expenses and complexities. These factors combined can restrict the participation and expansion of smaller entities within the digital advertising ecosystem.

Market Trends of the Global Digital Out-Of-Home Advertising Market

The Global Digital Out-Of-Home (DOOH) Advertising market is witnessing a significant shift driven by the integration of artificial intelligence and advanced data analytics, which empower advertisers to create highly targeted and personalized content, thereby enhancing campaign effectiveness. This trend also facilitates real-time optimization, allowing brands to respond promptly to consumer behavior and preferences. Concurrently, the rise of programmatic advertising is reshaping the landscape, offering automated and data-driven solutions for efficient campaign management and precise audience targeting. Together, these developments are transforming DOOH into a more dynamic and impactful advertising channel, appealing to brands seeking to maximize their reach and engagement in a competitive market.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Regulatory Landscape
• Case Studies
• Technological Advancement

Global Digital Out-of-Home Advertising Market Size by Format Type & CAGR (2025-2032)

• Market Overview
• Digital Billboard
• Digital Signage
• Digital Screens
• Others

Global Digital Out-of-Home Advertising Market Size by Application & CAGR (2025-2032)

• Market Overview
• Street Furniture
• Public Location Based
• Transit
• Others

Global Digital Out-of-Home Advertising Market Size by Location & CAGR (2025-2032)

• Market Overview
• Indoor
• Outdoor

Global Digital Out-of-Home Advertising Market Size by End User & CAGR (2025-2032)

• Market Overview
• Automotive
• Personal Care and Households
• Entertainment
• Retail
• Food and Beverages
• Telecom
• BFSI
• Others

Global Digital Out-of-Home Advertising Market Size & CAGR (2025-2032)

• North America (Format Type, Application, Location, End User)
  • US
  • Canada
• Europe (Format Type, Application, Location, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Format Type, Application, Location, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Format Type, Application, Location, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Format Type, Application, Location, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• JCDecaux (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clear Channel Outdoor Holdings, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Stroer SE & Co. KGaA (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Outfront Media Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Broadsign International LLC (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Focus Media (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Global Outdoor Media Limited (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daktronics Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• APG|SGA (Switzerland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ocean Outdoor (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Pattison Outdoor Advertising (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mediaco Outdoor (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Exterion Media (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Intersection (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Neo Advertising (Switzerland)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Primedia Outdoor (South Africa)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Stark Outdoor (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asiaray Media Group (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations