Digital out-of-home (DOOH) advertising worldwide – statistics & facts

Dynamic media-based outdoor solutions have become increasingly common as the 21st century unfolds. The digital out-of-home (DOOH) segment comprises displays of multiple sizes, from video walls to digital billboards, featuring content and advertisement in the streets, public transportation, shopping centers, and airports, among other environments. In 2022, DOOH's share in the global out-of-home (OOH) advertising market value reached one-third – a figure forecast to continue to expand as the decade progresses. Like many sectors, it has struggled to recover from the pandemic. Still, DOOH ad revenues worldwide will surpass an estimated 13 billion U.S. dollars in 2023, over 20 percent above the value recorded in 2019. While traditional outdoor media (also known as static OOH) is expected to increase modestly until the middle of the current decade, projections indicate that the DOOH's annual global growth rate will be significantly higher and double-digit.

Top DOOH players

The DOOH industry entails multiple media companies across the globe, with a handful collectively amassing billions of dollars with digital displays every year. Examples include Ströer, headquartered in Cologne, Germany, and New York City-based Outfront Media. However, the French outdoor media giant JCDecaux recorded a DOOH ad revenue of over one billion euros in 2022, more than the other two companies combined. Such hegemony results from the holding's long but nearly steady trajectory of offering more digital solutions for outdoor media. In 2012, DOOH accounted for six percent of JCDecaux's revenue; a decade later, the share surpassed 31 percent. Following the global trend, in 2022, JCDecaux's DOOH ad revenues exceeded pre-pandemic figures for the first time. After adding the result from the first half of 2023 to the 2022 figure, the value surpassed the combined 2020 and 2021 revenues by 20 percent.

Digital outdoor media's potential

Perhaps DOOH ads' main trait is the possibility of interaction with viewers passing by them. As of 2022, almost four out of 10 consumers surveyed in 11 countries reported visiting a website thanks to digital display. Little more than one-third of respondents said they used a hashtag seen on a DOOH ad, while almost one-quarter scanned a QR code. According to the same study, customers found digital outdoor media more entertaining and more likely to feature the most creative ads than traditional OOH. Marketers, too, tend to see DOOH as more effective than static outdoor media. A 2023 survey among marketing professionals worldwide revealed that almost 60 percent associated digital outdoor ads with accurate audience targeting, brand safety, and awareness. If marketers and consumers alike continue to agree on this, DOOH's rise may be just beginning.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by J. G. Navarro, Apr 24, 2024

Key insights

Global DOOH ad revenue
13.3bn USD
Fastest-growing world region by DOOH's CAGR during the 2020s
APAC
Global share of marketers intending to include programmatic DOOH in media plans
40%
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