Digital Out-of-home Advertising Market Growth Trends

According to a recent report published by Grand View Research, Inc., the global digital out-of-home (DOOH) advertising market is projected to attain a value of USD 39.12 billion by 2030, expanding at a compound annual growth rate (CAGR) of 10.7% from 2025 to 2030. This significant growth trajectory is primarily attributed to the rapid pace of urbanization in emerging economies, which is creating new opportunities for outdoor advertising. Additionally, the increasing adoption of digital outdoor advertising solutions across various industries, as a means to communicate product information and enhance brand visibility, is further propelling market expansion.

The growing effectiveness of DOOH advertising in developing countries is another key factor boosting market growth. Variables such as consumer behavior, creativity in ad design, and the use of geo-location targeting are making these campaigns more impactful. A prime example of this trend is the initiative launched in April 2023 by Lamar Advertising Company, a leading outdoor advertising firm, in collaboration with Vistar Media, Inc., a company specializing in location-based ad technology. Together, they introduced the Denver Transit DOOH network, which currently features more than 55 state-of-the-art digital displays powered entirely by Vistar’s sophisticated DOOH software infrastructure.

In addition to the above, DOOH advertising is rapidly gaining traction due to its ability to increase customer engagement and enhance brand recognition. However, the industry did face a temporary setback during the COVID-19 pandemic, when nationwide lockdowns and economic uncertainty led many companies to cut back on advertising expenditures. Despite this, the market is rebounding strongly, with advertising budgets being restored and out-of-home advertising investments increasing post-pandemic. This resurgence is anticipated to drive market growth throughout the forecast period.

Among various application segments, the transit and transportation sector is expected to witness the highest CAGR over the forecast timeline. The widespread use of digital advertising in transportation environments—such as buses, trains, subways, and airports—for the purpose of promoting brands and products has significantly contributed to this segment’s upward trend. Furthermore, the high level of customer engagement in transit settings is prompting advertisers to allocate larger portions of their budgets toward this medium. Additionally, governments are increasingly using out-of-home platforms to disseminate public information, promote new initiatives, and raise awareness about various schemes, all of which are positively impacting the market.

Digital Out-of-home Advertising Market Report Highlights

• In 2024, the billboards segment emerged as the largest contributor to revenue within the DOOH market. Digital billboards offer advertisers flexibility by allowing them to update messages and creative content in real time, enabling the creation of more dynamic and visually engaging campaigns. This adaptability increases the likelihood of capturing and retaining viewer attention, thereby improving advertising effectiveness.
• The automotive segment is projected to experience substantial growth over the forecast period. Advertisers are increasingly targeting consumers in captive indoor environments, such as in-car displays and digital signage at service stations, recognizing the opportunity to connect more effectively with target audiences in such settings.
• The real estate sector is also expected to witness notable growth in its adoption of DOOH advertising. As the trend toward online property searches and virtual home tours continues to rise, real estate companies are evolving their marketing strategies to incorporate more digital advertising solutions, including out-of-home platforms, to reach potential buyers.
• North America held the dominant position in the global market in 2024, accounting for over 36% of total revenue. The region’s leadership is fueled by the widespread use of mobile devices, which advertisers are leveraging to deliver interactive DOOH campaigns that engage consumers in real time and enhance the overall impact of marketing efforts.

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Digital Out-of-home Advertising Market Segmentation

Grand View Research has segmented the global digital out-of-home advertising market based on application, format, vertical, and region:

Digital Out-of-Home Advertising Application Outlook (Revenue, USD Million, 2017 - 2030)

• Indoor
• Outdoor

Digital Out-of-Home Advertising Format Outlook (Revenue, USD Million, 2017 - 2030)

• Billboards
• Street Furniture
• Transit Transportation
  • Roadways
  • Airways
  • Railways
  • Marine
• Place-Based Media

Digital Out-of-Home Advertising Vertical Outlook (Revenue, USD Million, 2017 - 2030)

• Automotive
• Financial Services
• Government
• Media Entertainment
• Retail
• Real Estate
• Restaurants
• Others

Digital Out-of-Home Advertising Regional Outlook (Revenue, USD Million, 2017 - 2030)

• North America
  • US
  • Canada
  • Mexico
• Europe
  • UK
  • Germany
  • France
• Asia Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• Latin America
  • Brazil
• Middle East and Africa
  • UAE
  • KSA
  • South Africa

Key Players in the Digital Out-of-Home Advertising Market

• JCDecaux
• Stroer SE Co. KGaA
• Clear Channel Outdoor Holdings, Inc.
• Outfront Media Inc.
• oOh!media Limited
• Lamar Advertising Company
• Broadsign International LLC.
• Focus Media
• Global Outdoor Media Limited
• Daktronics Dr.

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