The United States digital out-of-home (DOOH) market is projected to witness a compound annual growth rate of 5.17% to grow to US$12.577 billion by 2027, from US$8.838 billion in 2020.
The outgoing nature of the American population along with the new and innovative launches by the Out-Of-Door advertising players are prominent factors in driving the digital out-of-home (DOOH) market in the United States. Also, the increased spending by various sectors in the US is further anticipated to drive the market growth of the DOOH market in the U.S.
The increasing outdoor participation by the American population is projected to drive the market growth of the digital out-of-home market in the United States.
As per the 2021 Outdoor Participation Trends Report by Outdoor Participation, 53% of the American population over the age of 6 participated in outdoor recreation at least once in 2020. The increased outdoor time spent by people is projected to drive the out-of-home advertising companies to engage more in digital out-of-home advertising, thereby propelling the overall digital out-of-home market in the US. Also, campaigns and newly designed out-of-home advertising billboards and other products are projected to see an increase the market share. For instance, Outfront Media launched an OOH campaign in September 2021 for the commemoration of national Hispanic heritage month. Also, Kleenex and FCB launched a new 3D billboard in New York Times Square in May 2022. The new and interactive digital out-of-home launches and campaigns by major players are projected to increase the competition, thereby increasing the overall digital out-of-home (DOOH) market in the United States.
With the increasing adoption of digital billboard technology and the increasing advancements in the sector, the digital billboards sector is anticipated to increase significantly in the forecast period.
Digital billboard technology has been increasingly popular among fast-food restaurants, shopping malls, hospitals, banking institutions, etc. With the growing popularity of shopping trends and food sectors, the out-of-home market has also seen a significant increase in demand across the region. The usage of digital billboards for drive-thru and restaurant menus has also increased the market demand for the sector. Brands and companies have been increasingly adopting digital billboard services to expand their brand popularity and reach. Moreover, the increasing outreach of interactive digital billboards has helped in the expansion of market demand. According to a release by Out Of Home Advertising Association of America in June 2022, the out of home advertising industry saw an increase in revenue of about 40.5%in the first quarter of 2022, accounting for about US$1.8 billion in revenue, along with the digital billboard category, which saw an increase by double digits.
The COVID-19 pandemic negatively impacted the US DOOH market. the country was one of the worst-hit nations which faced the adverse impact of the virus. Observing its exponential spread, the government was forced to implement a strict lockdown, which contained the citizens in their homes. Restricted and limited movement of citizens coupled with changing viewers trend led to change in the advertisement means, severely impacting the DOOH market. Companies operating in the industry witnessed more than a 30% fall in their revenue in 2020. Outfront Media Inc., one of the leading US DOOH companies saw a 30.4% fall in its 2020 revenue in the country. Similarly, another key player, JCDecaux also witnessed a 34.64% fall in its revenues.
| Report Metric | Details |
|---|---|
| Study Period | 2021 to 2031 |
| Historical Data | 2021 to 2024 |
| Base Year | 2025 |
| Forecast Period | 2026 – 2031 |
| Report Metric | Details |
| Market Size Value in 2020 | US$8.838 billion |
| Market Size Value in 2027 | US$12.577 billion |
| Growth Rate | CAGR of 5.17% from 2020 to 2027 |
| Base Year | 2020 |
| Forecast Period | 2022–2027 |
| Forecast Unit (Value) | USD Billion |
| Segments Covered | Product, And End-User Industry |
| Companies Covered | Lamar Advertising Company, Outfront Media Inc., Broadsign, JCDecaux Group, Fairway Outdoor Adversting, AllOver Media LLC, Clear Channel Outdoor, Stott Outdoor Advertising, Capitol Outdoor, Dash Two |
| Customization Scope | Free report customization with purchase |
Segmentation: