DOOH（Digital Out-of-Home）の市場規模・シェア・成長分析 (製品別、組織規模別、用途別、エンドユーザー別、地域別)：産業予測 (2025～2032年)

世界のDOOH（Digital Out-of-Home）の市場規模は2023年に245億米ドルと評価され、2024年の275億9,000万米ドルから2032年には712億9,000万米ドルに成長し、予測期間（2025-2032年）のCAGRは12.6％で成長する見通しです。

世界のDOOH（Digital Out-of-Home）市場は、プログラマティック広告、AI主導のコンテンツ個別化、リアルタイム視聴者分析などの先進技術の統合の高まりによって、力強い成長を遂げています。ブランドが従来の広告モデルからますますシフトする中、DOOHは、交通機関のハブ、ショッピングセンター、都市部のビルボード（看板）など、人通りの多い場所で消費者を効果的に惹きつける、ダイナミックでターゲットを絞ったインタラクティブなキャンペーンを提供しています。都市化の急速な進展と、デジタルメディアに接する消費者の増加が相まって、DOOHソリューションの採用がさらに進んでいます。さらに、スマートインフラと5Gネットワークの普及により、デジタルディスプレイ全体へのシームレスな接続とデータ主導のコンテンツ配信が可能になっています。また、エネルギー効率の高いディスプレイや印刷コストの削減により、環境的に持続可能なデジタルサイネージへのシフトが顕著になっています。メディアオーナーや広告主が自動化、リアルタイムの入札、測定可能なROIに注力する中、DOOHの状況は急速に業界全体のオムニチャネル・マーケティング戦略の重要な柱へと変化しています。

目次

イントロダクション

• 分析目的
• 市場範囲
• 定義

分析手法

• 情報調達
• 二次・一次データの手法
• 市場規模予測
• 市場の想定と制約

エグゼクティブサマリー

• 市場の概要と展望
• 需給動向の分析
• セグメント別の機会分析

市場力学と展望

• 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

市場の主な考察

• 主な成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場魅力度指数 (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

世界のDOOH（Digital Out-of-Home）の市場規模・CAGR：フォーマットの種類別 (2025～2032年)

• 市場概要
• ビルボード
• 交通機関
• ストリートファニチャー
• その他

世界のDOOH（Digital Out-of-Home）の市場規模・CAGR：用途別 (2025～2032年)

• 市場概要
• 屋内
• 屋外

世界のDOOH（Digital Out-of-Home）の市場規模・CAGR：エンドユーザー別 (2025～2032年)

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

世界のDOOH（Digital Out-of-Home）の市場規模・CAGR (2025～2032年)

• 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
• アジア太平洋
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情勢

• 上位5社の比較
• 主要企業の市場ポジショニング (2024年)
• 主要企業が採用した戦略
• 市場の近年の動向
• 主要企業の市場シェア (2024年)
• 主要企業のプロファイル
  • 企業概要
  • 製品ポートフォリオ分析
  • セグメント別シェア分析
  • 収益の前年比比較 (2022～2024年)

主要企業のプロファイル

• JCDecaux（France）
• Clear Channel Outdoor Holdings, Inc.（USA）
• OUTFRONT Media Inc.（USA）
• Lamar Advertising Company（USA）
• Daktronics Inc.（USA）
• Broadsign International LLC（Canada）
• Vistar Media（USA）
• Samsung Electronics Co., Ltd.（South Korea）
• LG Electronics Inc.（South Korea）
• Absen Optoelectronic Co., Ltd.（China）
• Leyard Optoelectronic Co., Ltd.（China）
• Unilumin Group Co., Ltd.（China）
• Barco NV（Belgium）
• AOTO Electronics Co., Ltd.（China）
• MPI Corporation（Taiwan）
• Ayuda Media Systems（Canada）
• OneScreen.ai（USA）

結論と提言

Global Digital Out-of-Home Market size was valued at USD 24.5 billion in 2023 and is poised to grow from USD 27.59 billion in 2024 to USD 71.29 billion by 2032, growing at a CAGR of 12.6% during the forecast period (2025-2032).

The Global Digital Out-of-Home (DOOH) Market is witnessing robust growth driven by the rising integration of advanced technologies such as programmatic advertising, AI-driven content personalization, and real-time audience analytics. As brands increasingly shift away from traditional advertising models, DOOH offers dynamic, targeted, and interactive campaigns that effectively engage consumers in high-traffic locations such as transit hubs, shopping centers, and urban billboards. The surge in urbanization, combined with growing consumer exposure to digital media, is further enhancing the adoption of DOOH solutions. Additionally, the proliferation of smart infrastructure and 5G networks is enabling seamless connectivity and data-driven content delivery across digital displays. The market is also seeing a notable shift towards environmentally sustainable digital signage, driven by energy-efficient displays and reduced printing costs. With media owners and advertisers focusing on automation, real-time bidding, and measurable ROI, the DOOH landscape is rapidly transforming into a key pillar of omnichannel marketing strategies across industries.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global Digital Out-of-Home 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 Market Segments Analysis

The global digital out-of-home market is segmented into product, application, organization size, end user, and region. By product, the market is classified into digital billboard, digital signage, and digital screens. Depending on organization size, it is bifurcated into large & medium enterprises and small enterprises. According to the application, the market is divided into indoor and outdoor. As per end user, it is categorized into retail, healthcare, BFSI, automotive, government, media & entertainment, and food & beverages. Regionally, it is analyzed across North America, Europe, Asia-Pacific, Latin America, and the Middle East & Africa.

Driver of the Global Digital Out-of-Home Market

The global digital out-of-home (DOOH) market is undergoing significant transformation, driven by rapid advancements in artificial intelligence, data analytics, and digital display technologies. These innovations enable advertisers to develop sophisticated, interactive campaigns that enhance targeting and measurability, fostering greater trust from advertisers in their strategies. Various sectors are recognizing that real-time messaging and dynamic content significantly elevate audience engagement. The rise of AI-driven programmatic advertising is further propelling market growth, as it allows for the optimization of ads, resulting in improved performance and broader distribution. This synergy of technology and creativity is reshaping the landscape of outdoor advertising.

Restraints in the Global Digital Out-of-Home Market

The Global Digital Out-of-Home (DOOH) market faces certain constraints primarily linked to the high costs associated with advanced technology installations. Significant investments are required for software and hardware, creating substantial entry barriers for small businesses and startups, especially in developing nations. Additionally, ongoing maintenance and necessary technology upgrades contribute to elevated operational expenses. Consequently, potential investors may hesitate to allocate funds towards costly infrastructure without guaranteed returns, leading to a slower adoption rate in certain regions. This hesitance ultimately restrains overall growth within the market, as the reluctance to invest hampers the widespread implementation of DOOH solutions.

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

The Global Digital Out-of-Home (DOOH) market is witnessing a significant trend towards the expansion of programmatic advertising, which harnesses real-time audience and contextual data for automated ad buying. This advancement enhances ad performance by minimizing human error and maximizing operational efficiency. Advertisers are increasingly gravitating towards programmatic platforms that allow for the dynamic adjustment of advertisements in real-time, thereby improving return on investment. As a result, programmatic DOOH is set to transform campaign management and drive substantial growth in the global market, especially in regions with advanced technological infrastructure, solidifying its pivotal role in the future of advertising.

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

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

• Market Overview
• Billboard
• Transit
• Street Furniture
• Others

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

• Market Overview
• Indoor
• Outdoor

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

• North America (Format Type, Application, End User)
  • US
  • Canada
• Europe (Format Type, Application, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Format Type, Application, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Format Type, Application, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Format Type, Application, 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. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OUTFRONT Media Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Lamar Advertising Company (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daktronics Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Broadsign International LLC (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vistar Media (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Samsung Electronics Co., Ltd. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LG Electronics Inc. (South Korea)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Absen Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Leyard Optoelectronic Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unilumin Group Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Barco NV (Belgium)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• AOTO Electronics Co., Ltd. (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MPI Corporation (Taiwan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ayuda Media Systems (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• OneScreen.ai (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations