North America OOH And DOOH Market Size
| Study Period | 2019 - 2024 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 10.69 Billion |
| Market Size (2029) | USD 13.63 Billion |
| CAGR (2024 - 2029) | 4.97 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
North America OOH And DOOH Market Analysis
The North America OOH And DOOH Market size is estimated at USD 10.69 billion in 2024, and is expected to reach USD 13.63 billion by 2029, growing at a CAGR of 4.97% during the forecast period (2024-2029).
The North American OOH and DOOH advertising market is experiencing significant expansion, propelled by technological advancements and shifting consumer preferences. North America has witnessed high growth in the DOOH advertising market as countries such as the United States and Canada are witnessing high adoption of digitization of advertisements, increasing the demand for DOOH advertising systems.
- As industries strive to boost visibility, attract consumers, and leverage advancing technology, the advertising sector, known for its fierce competition, must stay abreast of trends. The requirement for these reasons is being fulfilled through DOOH advertising, as they are used for advertisements with a digital touch.
- DOOH advertising empowers advertisers to enhance their marketing strategies, promotions, and ad campaigns. By leveraging interactive features, DOOH advertising enables advertisers to captivate and actively engage their target audience. The DOOH advertising sector is witnessing rapid expansion, driven by the increasing embrace of digital displays in advertising. With consumers increasingly spending their time outdoors, advertisers are turning to DOOH strategies to bolster brand visibility. Notably, market players are introducing innovative products to bolster their market presence.
- Increasing urbanization and rising consumer mobility rates are expanding the scope for OOH and DOOH advertising, capitalizing on the trend of people spending more time away from home.
- Using data analytics, advertisers can pinpoint their target audiences precisely and accurately gauge campaign effectiveness. Consequently, OOH and DOOH advertising have become increasingly attractive to marketers. The advent of programmatic advertising in the DOOH realm has ushered in real-time ad placements, rendering campaigns more agile and responsive to prevailing events and consumer trends.
- Recognizing the escalating focus on corporate social responsibility, numerous firms are embracing eco-friendly measures. These include deploying energy-efficient digital screens and opting for sustainable materials.
North America OOH And DOOH Market Trends
The Digital OOH (LED Screens) Segment is Expected to Drive the Market
- Programmatic advertising's integration into the DOOH sector is streamlining the buying, placement, and optimization of media inventory, fueling a positive market outlook. Simultaneously, advertisers are increasingly harnessing data analytics and AI, empowering them to craft personalized, contextually relevant campaigns, further propelling the market's growth. Moreover, the growing capacity to dynamically adjust content in response to audience behavior, weather, or other triggers is bolstering the flexibility and relevance of advertising messages, underpinning the expansion of the market.
- The rising urbanization is driving the installation of digital billboards in key locations. This surge in digital displays is amplifying the visibility of DOOH advertisements, propelling the market's growth. Moreover, as urban centers see an increase in population density, footfall and vehicular traffic are increasing, expanding the reach of digital ads and further boosting the market's growth.
- Retailers harness DOOH for dynamic in-store displays and promotional campaigns to elevate the customer shopping experience. The adaptability of LED screens enables swift updates and precise messaging. Notably, the US retail sector leads in digital advertising expenditure.
- In 2023, the Outdoor Advertising Association of America (OAAA) reported a 40% surge in the number of digital billboards in the United States, reaching around 16.6 thousand. From early 2022 to mid-2023, DOOH advertising revenues consistently outpaced overall OOH revenues. Specifically, in Q2 2023, while total OOH spending saw a modest 2.2% uptick, investments in DOOH surged by almost 13%.
- In 2023, digital billboards constituted 31% of Lamar, one of the US's leading outdoor advertising firms, up from 22% in 2017. A survey from September highlighted that nearly half of DOOH campaigns were directly purchased, with less than 30% being procured programmatically.
The United States is Expected to Hold a Major Share of the Market
- The US OOH and DOOH market is poised for robust growth, propelled by the rising adoption of digital screens and the incorporation of real-time data. Digital billboards, urban panels, and other signage are rapidly expanding, fueled by technological advancements and a growing appetite among advertisers for dynamic and flexible solutions.
- Moreover, heightened investments in public transit infrastructure and urban development are amplifying the prospects for DOOH advertising. Leading US cities are seamlessly weaving digital screens into their transit systems, public areas, and even street furniture, elevating the impact and reach of digital advertisements.
- For instance, according to USA Facts, a not-for-profit, nonpartisan civic initiative making government data easy for all Americans to access and understand, the federal government spent USD 44.8 billion on infrastructure in 2023 and transferred an additional USD 81.5 billion to states. Additionally, according to the CRS - Congressional Research Service, a public policy research institute of the US Congress, total federal funding authorized for public transit in the United States is expected to be USD 22.3 billion. Therefore, these heightened investments in public transit infrastructure are expected to produce ample opportunities and expected to drive the studied market in the region.
- In 2023, the United States saw a modest growth of less than 0.8% in its billboard count, as reported by the OAAA (Outdoor Advertising Association of America). The total number of billboards in the country reached approximately 354.5 thousand, marking a 3.9% decline from the 2017 count of nearly 369 thousand. This count encompasses various types, such as bulletins, posters, junior posters, and murals. While the overall billboard count remained relatively stagnant, digital billboards experienced a significant surge. Their numbers in the United States spiked by over 44% in 2023, totaling 16.6 thousand. Looking at the broader out-of-home (OOH) advertising landscape in the United States, which includes various formats, the segment's revenue hit a record high of USD 8.73 billion in 2023, surpassing pre-pandemic levels.
- The US market's significance is underscored by the presence of key global players like JCDecaux, Outfront Media, and Broadsign in the OOH and DOOH sectors. Through consistent innovation and expansion of their digital offerings, these firms are pivotal in driving the market's growth and solidifying its dominance in North America. With a steadfast commitment to leading in technology, infrastructure, and industry advancements, the United States is set to maintain its prominent position in the North American OOH and DOOH landscape.
North America OOH And DOOH Industry Overview
The North American OOH and DOOH market is moderately concentrated, with several key players dominating the space. Companies in this market are actively adopting strategies such as partnerships, agreements, technological innovations, and acquisitions to enhance their service offerings and achieve a sustainable competitive advantage.
- July 2024: LG's latest OOH campaign highlighted the Bald Eagle. Located in the center of New York City's Times Square, the electronics giant installed an impressive anamorphic 3D billboard. Developed in collaboration with Discovery Education and the National Wildlife Federation, this initiative celebrated the Bald Eagle's recovery from endangerment. The 45-second animation depicts the eagle surveying Times Square from a skyscraper, soaring over oceans, catching fish, and reuniting with other eagles at its nest.
- January 2024: Positioned just off the Las Vegas strip, east of the Venetian resort, the MSG Sphere garnered widespread attention on social media, largely due to its striking exterior dome. While primarily an innovative entertainment venue, the MSG Sphere emerged as a hub for advertisers and brands, heralding a new era in OOH advertising. Noteworthy names like the NBA, Meta, Google, Samsung, Microsoft Xbox, Sony, Marvel Studios, and Coca-Cola have leveraged the venue for their Digital OOH campaigns during 2023-2024. The cost for a day of advertising hovers between USD 450,000 and 600,000, making it a substantial but alluring investment for many brands, prompting them to secure coveted advertising space in the Las Vegas Sphere.
North America OOH And DOOH Market Leaders
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JCDecaux Group
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Clear Channel Outdoor Americas, Inc.
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Lamar Advertising Co
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Outfront Media, Inc.
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Pattison Outdoor Advertising
*Disclaimer: Major Players sorted in no particular order
North America OOH And DOOH Market News
- June 2024: Stripe, the digital payment provider, initiated a transatlantic brand campaign. The campaign aims to showcase the diverse range of products and services Stripe offers to businesses across the world. The campaign started with a significant out-of-home presence in London and key US cities, notably New York City and Los Angeles, in collaboration with Wake the Bear.
- May 2024: CRAFTSMAN+, a prominent provider of creative advertising solutions, broadened its services to include creative advertising solutions for Connected TV (CTV) and Digital Out of Home (DOOH) platforms.
North America OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definitions
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview and Consumer Behavior Preference
- 4.2 Market Size Estimates and Forecasts for 2022-2029
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4.3 Industry Attractiveness - Porter's Five Forces Analysis
- 4.3.1 Bargaining Power of Suppliers
- 4.3.2 Bargaining Power of Buyers
- 4.3.3 Threat of New Entrants
- 4.3.4 Threat of Substitutes
- 4.3.5 Intensity of Competitive Rivalry
- 4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
- 5.1.2 Increase in Air Traffic Owing to Growth in the Tourism Industry Aided the Spending on Airport Advertisement in Vietnam
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country**
- 5.5.3 Likeliness of Audience Engagement through Online Channels After Being Exposed to OOH Ads**
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Region
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Other Types
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6.2 By Application
- 6.2.1 Billboard
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Others (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-based Media
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6.3 By End-user Industry
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
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6.4 By Country
- 6.4.1 United States
- 6.4.2 Canada
7. COMPETITIVE LANDSCAPE*
- 7.1 JCDecaux North America
- 7.2 Clear Channel Outdoor
- 7.3 Lamar Advertising Company
- 7.4 OUTFRONT Media
- 7.5 PATTISON Outdoor Advertising
- 7.6 Daktronics Inc.
- 7.7 Intersection
- 7.8 GSTV (Gas Station TV)
- 7.9 Broadsign International LLC
- 7.10 Vistar Media
8. MARKET OPPORTUNITIES AND FUTURE TRENDS
** Subject To AvailablityNorth America OOH And DOOH Industry Segmentation
OOH advertising refers to promotions encountered beyond the confines of one's residence. This encompasses billboards, wallscapes, and posters that catch the eye of passersby. Additionally, it encompasses place-based media visible in locales like convenience stores, medical centers, and salons. DOOH advertising, tailored for commercial objectives, predominantly finds its place in public settings, often leveraging screens and interactive digital tools.
The North American OOH and DOOH market is segmented by type (static (traditional) OOH and digital OOH (LED screens)), application (billboard, transportation (transit), street furniture, and other place-based media), end-user industry (automotive, retail and consumer goods, healthcare, and BFSI), and country (United States and Canada). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Other Types | ||
| By Application | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-based Media | ||
| By End-user Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| By Country | United States | |
| Canada |
North America OOH And DOOH Market Research FAQs
How big is the North America OOH And DOOH Market?
The North America OOH And DOOH Market size is expected to reach USD 10.69 billion in 2024 and grow at a CAGR of 4.97% to reach USD 13.63 billion by 2029.
What is the current North America OOH And DOOH Market size?
In 2024, the North America OOH And DOOH Market size is expected to reach USD 10.69 billion.
Who are the key players in North America OOH And DOOH Market?
JCDecaux Group, Clear Channel Outdoor Americas, Inc., Lamar Advertising Co, Outfront Media, Inc. and Pattison Outdoor Advertising are the major companies operating in the North America OOH And DOOH Market.
What years does this North America OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the North America OOH And DOOH Market size was estimated at USD 10.16 billion. The report covers the North America OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the North America OOH And DOOH Market size for years: 2024.
North America OOH And DOOH Industry Report
Statistics for the 2024 North America OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. North America OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
