全球戶外數(shù)字廣告市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

INDUSTRIES

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MARKETSDigitalout-of-home(DOOH)advertisingworldwideCHAPTER

01OverviewAdvertisingmediaowners'revenueworldwidefrom2018to2028(inbillionU.S.dollars)Admediaowners'revenueworldwidefrom2018-20281,2001,0008001,142.591,085.451,030.61978.77926.66874.47825.86776.33629.65622.11571.396004002000201820192020202120222023*2024*2025*2026*2027*2028*3Description:In2023,mediaowners'globaladvertisingrevenuewillamounttoanestimated874.47billionU.S.dollars,upfromlessthan826billiondollarsayearearlier-anannualgrowthofaboutsixpercent.Thefigurewasprojectedtocontinuetoexpand,surpassing1.1trilliondollarsby2028.ReadmoreNote(s):Worldwide;2018to2022;excludingU.S.politicaladspend;*Forecast.Source(s):BrandsVietnam;GroupM;calculatedthefiguresbasedonthesource'sdata.Numbershavebeenrounded.

ReadmoreLargestoutdooradvertisingcompaniesworldwidein2022,byrevenue(inmillionU.S.dollars)Leadingout-of-home(OOH)advertisingcompaniesworldwidein2022,byrevenueRevenueinmillionU.S.dollarsOOHrevenue1,000Non-OOHrevenues1,500

2,00005002,5003,0003,5004,000JCDecaux(France)*ClearChannelOutdoor(U.S.)Lamar(U.S.)3,4932,3952,0327911,038Str?er(Germany)**OutfrontMedia(U.S.)FocusMedia(China;estimatefor2021)oOh!Media(Australia)1,7721,470411305292291250222AlArabiya(SaudiArabia;estimatefor2021)Asiaray(China;2021revenue)APG|SGA(Switzerland;2021revenue)Metrobus(France;estimate)GlobalMedia(UK;2020revenue)4Description:In2022,theFrenchholdingJCDecauxSEwastheworld'sleadingout-of-home(OOH)advertisingcompanybasedonrevenue,withanannualresultreachingalmost3.5billionU.S.dollars.ClearChannelOutdoorHoldings,Inc.andLamarAdvertisingCompany(bothbasedintheUnitedStates)followed,withrevenuesof2.4billionandtwobilliondollars,respectively.ReadmoreNote(s):Worldwide;2022;*ExcludingrevenuefromAPG|SGA,Metrobus,andClearMedia,integratedthroughtheequitymethodinJCDecaux`sfinancialstatements.**ThesourcehighlightsthatStr?er'stotalrevenueincludesOOHmedia,digital[...]ReadmoreSource(s):Bloomberg;JCDecaux;VarioussourcesTraditionalout-of-home(OOH)anddigitalout-of-home(DOOH)revenueworldwidefrom2014to2028(inbillionU.S.dollars)GlobalOOHandDOOHadvertisingspending2014-2028TraditionaloutdoorDigitalOOH605040302010020.8219.8118.7317.4215.5310.3710.7613.2610.7210.518.1927.6326.6425.32201825.01201924.9425.823.8622.372120.92202218.22202020212023*2024*2025*2026*2027*2028*5Description:In2023,theglobaloutdooradvertisingrevenuewillamounttoanestimated35.63billionU.S.dollars,ofwhich22.37billion(or63percent)willcomefromtraditionalout-of-home(OOH)media,whiledigitalout-of-home(DOOH)willaccountfortheremaining13.26billiondollars(37percent).Accordingtothesamesource'sprojections,DOOHadrevenueworldwidewasforecasttosurpass20billiondollarsby2028.

ReadmoreNote(s):Worldwide;2014

to2022;excludingpoliticalspendingintheUnitedStates;*Forecast.Numbershavebeenrounded.ReadmoreSource(s):BrandsVietnam;GroupMDistributionoftheout-of-home(OOH)advertisingmarketvalueworldwidefrom2022to2025,bytypeDistributionoftheOOHadvertisingmarketvalueworldwide2022-2025,bytypeStaticDigital100%90%80%70%60%50%40%30%20%10%0%33.3%35%36.1%37.6%66.7%202265%63.9%2024*62.4%2025*2023*6Description:Thesourceforecastthat,in2023,thedigitalout-of-home(DOOH)subsegmentwillaccountforoverone-third(or35percent)oftheglobalout-of-home(OOH)advertisingmarketvalue.Staticoutdooradswillaccountfortheremaining65percent.DOOH'ssharewasprojectedtocontinuerisinginthefollowingtwoyears,reachingnearly38percentby2025.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):FIPP;GroupMAnnualchangeintheout-of-home(OOH)advertisingmarketvalueworldwidefrom2022to2025,bytypeAnnualchangeintheOOHadvertisingmarketvalueworldwide2022-2025,bytypeStaticDigital12%11%10.2%10.1%10%8%6%5.4%3.6%4%2.7%2.5%2%0%1.1%20222023*2024*2025*7Description:Thesourceforecastthat,in2023,theglobaldigitalout-of-home(DOOH)marketvaluewillincreasefourtimesfasterthanthestaticout-of-home(OOH)revenue.Theformerwasprojectedtoskyrocketbyover10percent,whilethelatterwasexpectedtogrowby2.5percent.DOOH'sannualgrowthratewasforecasttoremaindouble-digitinthefollowingtwoyears.ReadmoreNote(s):Worldwide;2022;*Forecast.ReadmoreSource(s):FIPP;GroupMDistributionofdigitalout-of-home(DOOH)advertisingmarketrevenueworldwidein2022,byregionDistributionofDOOHadvertisingmarketrevenueworldwidein2022,byregionNorthAmerica36%Restoftheworld*64%8Description:In2022,NorthAmerica-comprisingCanada,Mexico,andtheUnitedStates-accountedforoverone-third(or36percent)oftheglobaldigitalout-of-home(DOOH)advertisingmarketrevenue.Accordingtothesamesource,theglobalDOOHmarketsizevaluewillexceed32billionU.S.dollarsby2030.ReadmoreNote(s):Worldwide;2022;*calculatedthefigurebasedonthesource'sdata.ReadmoreSource(s):GrandViewResearch;Compoundannualgrowthrate(CAGR)ofthedigitalout-of-home(DOOH)advertisingmarketsizevalueinselectedregionsworldwidebetween2023and2030CAGRoftheDOOHadvertisingmarketsizeinselectedregionsworldwide2023-203014%12.6%11.6%12%10%8%6%4%2%0%WorldwideAsia-Pacific9Description:Thesourceforecastthat,between2023and2030,theglobaldigitalout-of-home(DOOH)advertisingmarketsizevaluewillgrowatacompoundannualgrowthrate(CAGR)of11.6percent.Meanwhile,intheAsia-Pacific(APAC)region,DOOHadrevenue'sCAGRwasprojectedtoreach12.6percent,makingitthefastest-growingmarketworldwide.Accordingtothesamesource,theglobalDOOHmarketsizevaluewillexceed32billionU.S.dollarsby2030.

ReadmoreNote(s):Worldwide;2022;forecastSource(s):GrandViewResearchCHAPTER

02MarketleadersDigitalout-of-home(DOOH)advertisingrevenuesofselectedoutdoormediacompaniesworldwidein2022DOOHadrevenuesofselectedoutdoormediacompaniesworldwide2022CompanyValue1041.38539.9JCDecauxSE'sDOOHrevenueinmillioneuros*OutfrontMediaInc.'sdigitaldisplayrevenueinmillionU.S.dollarsStr?erSE&Co.KGaA'sDOOHrevenueinmillioneuros233.711Description:In2022,France-basedJCDecauxSE-theworld'slargestoutdoormediacompany-generatedoveronebillioneurosindigitalout-of-home(DOOH)advertisingrevenue.Thatsameyear,NewYorkCity-basedOutfrontMediaInc.'sdigitaldisplayadrevenuereachednearly540millionU.S.dollars.Meanwhile,Str?erSE&Co.KGaA,headquarteredinCologne,Germany,generatedaround234millioneurosinDOOHrevenue.

ReadmoreNote(s):Worldwide;2022;*Source(s):Varioussourcescalculatedthefigurebasedonthesource'sdata.Datawasretrievedfromfinancialreportsofthefollowingcompanies:JCDecauxSE,Str?erSE&Co.KGaA,andOutfrontMediaInc.Numbershavebeenrounded.

ReadmoreJCDecauxSE'sdigitalout-of-home(DOOH)advertisingrevenuefrom2019to1sthalf2023(inmillioneuros)JCDecauxSE'sdigitalout-of-home(DOOH)adrevenue2019-H120231,2001,041.38980.331,0008006004002000738.3554.83518.32019202020212022H1202312Description:Inthefirsthalfof2023,JCDecauxSE'sdigitalout-of-home(DOOH)advertisingsegmentgeneratedapproximately518.3millioneurosinrevenue.Thatamountedto49.8percentoftheDOOHadrevenuerecordedthroughouttheentirepastyear:over1.04millioneuros.In2022,DOOH'sshareinJCDecaux'srevenuesurpassed30percent.ReadmoreNote(s):Worldwide;2019toH12023Source(s):JCDecaux;Digitalout-of-home(DOOH)revenueasapercentageofJCDecauxSE'srevenuefrom2012to2022Digitalout-of-home(DOOH)revenueasashareofJCDecauxSE'srevenue2012-202235%30%25%20%15%31.4%26.9%25.2%24%20.4%16.6%12.9%10.5%20159%10%5%7%6%0%201220132014201620172018201920202021202213Description:In2022,thedigitalout-of-home(DOOH)revenueaccountedfor31.4percentofJCDecauxSE'srevenue.Halfadecadeearlier,in2016,thesharestoodbelow13percent.JCDecaux'stotalrevenuegrewbyover20percenttomorethan3.3billioneurosin2022.ReadmoreNote(s):Worldwide;2012to2022Source(s):JCDecauxLamarAdvertisingCompany'srevenueintheUnitedStatesandCanadain2021and2022,bydisplayadtype(inmillionU.Sdollars)LamarAdvertising'srevenueintheU.S.andCanada2021-2022,bydisplayadtypeStaticbillboarddisplayDigitalbillboarddisplayTransitdisplaysLogodisplays2,5002,0001,5001,00050002021202214Description:In2022,theLouisiana-basedoutdoormediacorporationLamarAdvertisingCompanygeneratedapproximately2.03billionU.S.dollarsinrevenue,ofwhichover1.29billiondollars(oralmost64percent)camefromstaticbillboarddisplays.Digitalbillboardsaccountedfor521.7milliondollars(26percent)ofthetotalresult.LamarAdvertisingoperatesintheUnitedStatesandCanada.ReadmoreNote(s):Canada,UnitedStates;2021and2022Source(s):LamarAdvertisingNumberofdisplaysoperatedbyLamarAdvertisingCompanyin2022,bytype(in1,000s)NumberofdisplaysoperatedbyLamarAdvertisingCompany2022,bytype180155.76155.31160140120100806047.5140204.470StaticbillboarddisplayLogodisplaysTransitdisplaysDigitalbillboarddisplay15Description:Louisiana-basedout-of-home(OOH)mediacorporationLamarAdvertisingCompanyended2022operatingmorethan363thousanddisplaysacrosstheUnitedStatesandCanada,ofwhichapproximately155.76thousand(or42.9percent)consistedofstaticbillboards.Logodisplaysamountedtoabout155.31thousandor42.8percentofthetotal.LamarAdvertising'snetrevenueincreasedbyover13percenttotwobillionU.S.dollarsthatyear.

ReadmoreNote(s):Canada,UnitedStates;asofDecember31,2022Source(s):LamarAdvertisingOutfrontMediaInc.'sdigitalrevenueintheUnitedStatesandCanadafrom2017to2022,bytypeofdisplay(inmillionU.S.dollars)OutfrontMediaInc.'sDOOHrevenueintheU.S.andCanada2017-2022,typeofdisplayDigitalbillboardDigitaltransitandother6005004003002001000139.181.3112.459.6216.1201854400.8202245308.12021252.72019215.3173.72017202016Description:In2022,theNewYorkCity-basedoutdoormediacompanyOutfrontMediaInc.generated539.9millionU.S.dollarsinrevenuewithdigitalout-of-home(DOOH)advertisingacrosstheUnitedStatesandCanada.Ofthatamount,400.8milliondollars(oraround74percent)camefromdigitalbillboards,whiletheremaining139.1milliondollars(26percent)camefromdigitaltransitandotherdisplays.OutfrontMedia'stotalrevenuegrewby21percentto1.77billiondollarsin2022.

ReadmoreNote(s):Canada,UnitedStates;2017to2022Source(s):OutfrontMediaNumberofdigitalbillboarddisplaysoperatedbyOutfrontMediaInc.from2017to2022,bycountryNumberofdigitalbillboarddisplaysoperatedbyOutfrontMedia2017-2022,bycountryUnitedStatesCanada2,5002,0001,5002681,70220222371,40120212222221831,00050001608221,2281,121201995720172018202017Description:OutfrontMediaInc.ended2022operating1.97thousanddigitalbillboarddisplaysacrosstheUnitedStatesandCanada,upmorethan20percentfromabout1.64thousandayearearlier.In2022,OutfrontMedia'srevenuegrewbyapproximately21percentto1.77billionU.S.dollars.ReadmoreNote(s):Canada,UnitedStates;2017to2022;asofDecember31ofeachyearSource(s):OutfrontMediaDigitalassetsasapercentageofClearChannelOutdoorHoldings,Inc.'sbillboardinventoryandbillboardrevenueintheUnitedStatesin2021and2022Digital'sshareinClearChannelOutdoor'sbillboardinventory&revenue2021-2022Shareofbillboardinventory34%Shareofbillboardrevenue40%35%30%25%20%15%10%5%36%5%5%0%2021202218Description:In2022,whiledigitalassetsrepresentedlessthan5percentofClearChannelOutdoorHoldings,Inc.'sbillboardinventoryintheUnitedStates,theycomprisedaround36percentoftheirbillboardrevenue.Thatyear,ClearChannelOutdoor'stotalrevenuereached2.48billionU.S.dollars,remainingbelowpre-pandemicheights.ReadmoreNote(s):UnitedStates;2021to2022Source(s):ClearChannelOutdoorDigitaldisplays'shareinClearChannelOutdoorHoldings,Inc.'srevenueintheUnitedStatesfrom2020to2022Digitaldisplays'shareinClearChannelOutdoor'srevenueintheU.S.2020-202234%33%29%30%25%20%15%10%5%0%20202021202219Description:In2022,digitaldisplaysaccountedforoverone-third(or34percent)ofClearChannelOutdoorHoldings,Inc.'srevenueintheUnitedStates.In2020,thesharestoodbelow30percent.Furthermore,digitalassets'shareinClearChannelOutdoor'sbillboardrevenueintheU.S.reached36percentin2022.ReadmoreNote(s):UnitedStates;2020to2022Source(s):ClearChannelOutdoorStr?erSE&Co.KGaA'srevenuein2022,byproductgroup(inmillioneuros)Str?erSE&Co.KGaA'srevenue2022,byproductgroup600497.95004003002001000387.6356.1233.7158.2136.2DaaS59.3ClassicOOHDigitalDialogDOOHE-commerceOOHservices20Description:In2022,theGermany-basedoutdoormediacompanyStr?erSE&Co.KGaAgeneratedalmost498millioneuroswithclassic-thatis,non-digital-out-of-home(OOH)media.Thedigitalout-of-home(DOOH)segment'srevenueamountedtonearly234millioneuros.Meanwhile,thedigitalsegment,encompassingonlinemarketingactivities,generatedabout388millioneuros.Str?er'stotalrevenuegrewbyaroundninepercentin2022.ReadmoreNote(s):Worldwide;2022Source(s):Str?erStr?erSE&Co.KGaA'sdigitalout-of-home(DOOH)advertisingrevenuefrom2020to2022(inmillioneuros)Str?erSE&Co.KGaA'sdigitalout-of-home(DOOH)advertisingrevenue2020-2022250200233.7173.815010050139.7020202021202221/statistics/1418146/stroeer-dooh-revenueBetween2020and2022,Str?erSE&Co.KGaA'sdigitalout-of-home(DOOH)advertisingrevenuegrewbynearly60percent,reachingalmost234millioneurosinthelatteryear.DOOHmedia'ssharein?Str?er'stotalrevenuestoodatabout13percentin2022.ReadmoreNote(s):Worldwide;2020to2022Source(s):Str?erCHAPTER

03Consumers'andmarketers'perspectiveConsumers'leadingopinionsondigitalandtraditionalout-of-homeadvertisingworldwideasofApril2022Consumers'leadingopinionsonDOOHandtraditionalOOHadsworldwide2022ShareofrespondentsDOOH5%TraditionalOOH10%

15%0%20%25%30%35%40%37%IsentertainingIsusedbythemostpopularbrandsIsthemostinnovative29%33%33%28%27%13%HasthemostcreativeadsHasadswhicharememorableIstrusthworthyHasadswhicharerelevanttomylocationHasthemostinformativeads20%24%20%20%22%21%19%20%16%17%HasadswhichimprovemyperceptionofthebrandHasadswhichhelpmetobuysomethingHasadswhichpromptmetointeractHasadswhichhelpmedecidewhattobuyorwherefromHasadswhichleaveastrongimpressiononmeHasadswhichimprovetheexperience13%15%15%14%14%12%10%11%11%11%7%23Description:AsofApril2022,approximately37percentofconsumerssurveyedworldwidereportedfindingdigitalout-of-home(DOOH)advertisingentertaining,while29percentsaidthesameabouttraditionalout-of-home(OOH)ads.Aroundone-third(33percent)ofrespondentssaidthemostpopularbrandsusedoutdoorads,whetherdigitalornot.Accordingtothesamestudy,almost40percentofviewersvisitedawebsiteseenonaDOOHad.

ReadmoreNote(s):Worldwide;asofApril2022;11,000respondents;16yearsandolderSource(s):Kantar;XaxisConsumers'attitudestowarddigitalout-of-home(DOOH)advertisingworldwideasofApril2022Consumers'attitudestowarddigitalout-of-home(DOOH)advertisingworldwide2022100%94%90%80%70%60%50%40%30%20%10%0%77%70%66%53%50%50%FoundQRcodesusefulIsveryorquiteinformativeFeltreallycurrent

EncouragedthemtosearchonlineGavethemallinformationneededtomakeapurchaseConnectedwiththeir

Encouragedthemtosocialplatformsmakeapurchasethereandthen24Description:AsofApril2022,around94percentofconsumerssurveyedworldwidereportedfindingQRcodesuseful.Approximately77percentsaiddigitalout-of-home(DOOH)advertisingwaseither"very"or"quite"informative,while70percentstatedthatit"feltreallycurrent."Anothersourceprojectedthatmarketers'globalspendingonDOOHadswouldsurpass15billionU.S.dollarsin2023.ReadmoreNote(s):Worldwide;asofApril2022;11,000respondents;16yearsandolderSource(s):Kantar;XaxisLeadingactionsconsumerstookinresponsetodigitalout-of-home(DOOH)advertisingworldwideasofApril2022LeadingactionsconsumerstookinresponsetoDOOHadvertisingworldwide202238%34%35%30%25%20%15%10%5%24%0%VisitedawebsitefromaDOOHadUsedahashtagseenonaDOOHadUsedaQRcode25Description:AsofApril2022,roughly40percentofconsumerssurveyedworldwidereportedvisitingawebsitefeaturedinadigitalout-of-home(DOOH)ad.Around34percentofrespondentssaidthattheyusedahashtagseenonthattypeofad,while24percentstatedthattheyusedaQRcodeseenonDOOHadvertising.Accordingtothesamestudy,morethannineoutof10DOOHadviewersfoundQRcodesuseful.

ReadmoreNote(s):Worldwide;asofApril2022;11,000respondents;16yearsandolderSource(s):Kantar;XaxisLeadingmethodsforpurchasingdigitalout-of-home(DOOH)campaignsaccordingtomarketersworldwideasofSeptember2023TopmethodsforpurchasingDOOHcampaignsaccordingtomarketersworldwide202350%45%40%35%30%25%20%15%10%5%43%34%30%0%CampaignsthroughdirectbuysonlyCampaignswithamixofdirectandprogrammaticbuysCampaignsthroughprogrammaticbuysonly26Description:DuringaglobalstudypublishedinSeptember2023,around43percentofrespondingmarketersreportedpurchasingdigitalout-of-home(DOOH)campaignsthroughdirectbuysonly.Lessthanone-third(or30percent)ofrespondentssaidtheyexclusivelyusedprogrammaticbuys.ReadmoreNote(s):Worldwide;asofSeptember8,2023;1095respondentsSource(s):MTM;VIOOHAttributesofout-of-home(OOH),digitalout-of-home(DOOH),andprogrammaticdigitalout-of-home(prDOOH)advertisingaccordingtomarketersworldwideasofSeptember2023AttributesofOOH,DOOH,andprDOOHadsaccordingtomarketersworldwide2023prDOOH59%DOOH54%TraditionalOOH60%70%60%50%40%30%20%10%0%64%61%60%58%58%57%57%55%52%EnsuringbrandsafetyTargettingtherightpeopleattherighttimeIncreasingbrandawarenessDynamiccreativeopportunities27Description:DuringastudyamongmarketersworldwidepublishedinSeptember2023,ensuringbrandsafetystoodasthemostrecognizedattributeofprogrammaticdigitalout-of-home(prDOOH)advertising,beinglistedbynearlytwo-thirds(or64percent)ofrespondents.Withintraditionalout-of-home(OOH)advertising,increasingbrandawarenessdominatedtheranking,with57percent.ReadmoreNote(s):Worldwide;asofSeptember8,2023;1200respondentsSource(s):MTM;VIOOHCHAPTER

04Spotlight:prDOOHPercentageofmarketerswhohaveincludedorintendedtoincludeprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansworldwideasofSeptember2023ShareofglobalmarketersincludingorintendingtoaddprDOOHtomediaplans202345%40%40%35%30%25%20%15%10%5%32%0%IncludedprDOOHinmediaplansinthepast18monthsLikelytoincludeprDOOHinmediaplansinthenext18months29Description:DuringaglobalstudyamongmarketerspublishedinSeptember2023,almostone-third(or32percent)ofrespondentsreportedincludingprogrammaticdigitalout-of-home(prDOOH)advertisingintheirmediaplansduringthe18monthsprecedingthesurvey.Approximately40percentsaidtheywerelikelytoincludeitwithinthefollowing18months.ReadmoreNote(s):Worldwide;asofSeptember8,2023;1,200respondentsSource(s):MTM;VIOOHAverageexpectedincreaseinprogrammaticdigitalout-of-home(prDOOH)advertisingspendinginselectedmarketsworldwideasofSeptember2023AverageexpectedincreaseinprDOOHadspendinginselectedmarketsworldwide202334%33%31%31%30%30%25%20%15%10%5%28%27%0%AustraliaUnitedStatesGlobalaverageUnitedKingdomFranceSpainGermany30Description:Duringaglobalstudyamo