There is an increase in the number of channels available to reach the customers. With their reducing attention spans, advertisers are looking for alternatives to gain their attention. According to Neilsen and Taboola, the attention span of a human has dropped further from 12 secs to 8 secs, lesser than the attention span of goldfish.
Amongst the pool of new channels is Digital Out-Of-Home media that is gaining attention from advertisers. Yet complete 8 secs in DOOH are not enough to grab the viewer’s attention. A maximum of 1.5–3 secs is all you have for customers to register your ad.
Have you wondered why Digital Out-of-Home (DOOH) market is growing even when there is a steady decline in out-of-home media? There are multiple reasons like evolving technology, customer engagement, contextual dynamism, real-time analytics, programmatic buying, mobile integration. Another factor is video advertising which can create an impact in a matter of 3–5 secs.
The year 2020 global out-of-home advertising market reached USD 29.69 billion from USD 39.42 billion in 2019 due to the coronavirus outbreak.
Is the Attention Span of Humans Lesser Than a Goldfish?
Yet Digital out-of-home feels like it is moving towards the big bang. The next 5 years look positive for the DOOH. The global market is expected to grow to USD 15.9 billion by 2027. In this blog, I will discuss five places China, the USA, Europe, UAE, and India. Where does each of the mentioned countries stand and how rapidly are they moving towards DOOH expansion.
China
Market Size and Competitive Landscape
Out-Of-Home spends in China makes it the second-largest Out-Of-Home market in the world. China’s OOH market is USD 9 billion of which 25–30% is digital. Some of the key players in China include Hivestack, Focus Media, Xinchao Media, Tencent, and Tikin Media. There have been billions of investments in media companies by investors like Baidu and Alibaba
Innovative DOOH Ad
China has seen some of the most innovative DOOH campaigns. One of the screens is in Guanyingiao CBD of Chongqing square, the screen is L-shaped, 13.5 meters wide, and 12.5 meters in height that gives a 3D effect to the creatives displayed on the screen. The screen has become one of the tourist attractions.
https://www.instagram.com/reel/CMCkWtVB2Gg/?igshid=1rpbw51me4jwn
USA
Market Size and Competitive Landscape
In 2019, DOOH ad spends were $3.47 billion. By 2020 it decreased to $2.72 billion due to the Coronavirus pandemic while they are expected to grow back to $3.84 billion by 2023. In the USA, total DOOH spends are 33% of the total Out-Of-Home spends as of 2020, by 2023 it will increase to 42%.
The digital infrastructure in the USA is rising rapidly, H1 2020 had around 19,419 digital landscapes in malls, street furniture, transit displays, and around 9600 digital billboards across the USA.
Innovative DOOH Ad
Brands in the United States have experimented with the campaigns to make them interactive, AR responsive, weather responsive, etc. An interactive DOOH campaign was showcased by GMC car company for their SUV named Acadia in Santa Monica, California kept their potential target customers engaged. The screen-detected the demographics of the audience and interacted with 30 pre-packaged videos that were played based on their behaviour.
Middle East
Market Size and Competitive Landscape
The Digital Out-of-Home market for the Middle East and North Africa is expected to grow from $21.9 Billion in 2020 to $53.81 Billion in 2026. The Middle East is focusing on building the infrastructure to support the vision of Smart City. Qatar is top in line, followed by Abu Dhabi and Dubai. Some of their initiatives include Dubai 10X, Zayed Smart City Project, Future Foundations, Dubai Accelerator, etc.
Major players in the Middle East include Backlite media, JCDecaux, Hills Advertising, Media 24×7, Hypermedia, Elevision Media, etc. New players are entering the market with innovative products and technologies. Backlite has partnered with IQ data to bring in audience measurement, Hills Advertising is on-boarding a programmatic platform with Broadsign media. A lot of such collaborations happening in the Middle East.
Humongous digital landscapes spread across the Middle East, Bahrain ceiling screen 540 sqm at the Mall of Dilmunia is one of them. Dubai Mall has the world’s largest OLED screen above its aquarium in the mall.
Innovative DOOH Ad
As we see evolved interactive campaigns in the USA and innovative LED displays in China, Middle East Market is still growing. JCDecaux showcased M&M advertisements across 200 digital screens at the Dubai airport. The number of digital landscapes is increasing in the Middle East yet the brands are not seen in investing in ambient and creative campaign ideas.
Bahrain ceiling screen at the Mall of Dilmunia and Dubai Mall Largest Screen
India
Market Size and Competitive Landscape
Although the Digital out-of-home market in India is booming the current market for DOOH is only 3–5% of the total OOH market estimated at 3000 crores. The primary reason is that metro cities face challenges from the government to install DOOH screens on the road due to safety reasons. Hence most of the DOOH screens are located in Malls, Airports, Corporate offices, and Premises. By the end of 2017, 1000 digitally-enabled screens were set up in India. Street furniture and billboards are yet to make their mark. Some of the players in DOOH are Lemma, Armour, LoCAD, Mungu Media, Moving Walls, etc.
Most of the extravagant screens are installed in the malls of metro cities in India. Recently Orient Cine Advertising installed a LED screen about 39.4ft wide and H16.4 ft in height in one of the atriums of Malad Infinity Mall Mumbai.
Innovative DOOH Ad
With evolving technologies and developing infrastructure DOOH is bound to grow its presence in India in the next 5 years. Brands like SBI Life Insurance and LG have been at the forefront in showcasing their campaigns on DOOH media.
Europe
Market Size and Competitive Landscape
As per Data Bridge Market Research, the Europe DOOH market is expected to reach USD 5420.86 million in the forecast period of 2021–2028. A DOOH is growing in UK and Germany, where the UK is still dominating the European region. In Europe, the transit DOOH is dominated due to their populations and good public transport network.
Some of the major DOOH players in Europe region are JCDecaux SA, Posterscope, OUTFRONT Media Inc., Clear Channel Outdoor, LLC, Daktronics, Inc., Ströer SE & Co. KGaA, Global Outdoor Media Limited, APG|SGA, Allgemeine Plakatgesellschaft AG, Talon, oOh!media Limited, Broadsign International, Inc., LOCAD PTE .LTD and Sharp NEC Display.
Innovative DOOH Ad
One of the most impressive and dynamic campaigns that went live in the UK was the #MarchforGiants Save The Elephants Campaign. This was one of a kind worldwide campaign that was launched in Hong Kong, New York, and London. In the UK, it started in London, Birmingham, and Manchester. Every time a person donated to the cause their name would pop up on the screen making it customer engagement at its best. Brands in Europe have been taking the DOOH channel to new levels with innovative experiments.
Digital Out-Of-Home opens avenues for advertisers to be creative with their campaigns. Integrating new technologies and channels with DOOH is likely to draw customers attention to the advertisements. Next 5 years are going to be transformational for ad industry in all the countries across the world.
