Digital out of home or DOOH refers to digital media used for marketing purposes outside of the home. It is a form of outdoor advertising of dynamic media across placed-based networks at various locations with high consumer engagement potential. DOOH can be considered as a unique intersection between advertising, digital signage and traditional out-of-home. Digital out of home networks deliver customized media playlists to one or more digital screens, enabling a content creation software to display the information on the screen. These screens allow advertisers to reach target audiences in a specific, real-world context and help them to market their products in public places or in transit.
Visionary leaders are the leading market players in terms of product portfolio, geographic reach, innovative technologies, and adoption of growth strategies. The SWIR market is moderately dominated by the players covering a major share of the market. These players have a broad product portfolio that caters to most of the regions globally. Visionary leaders primarily focus on acquiring the leading market position through their strong financial capabilities and well-established brand equity.
Dynamic differentiators are established vendors with strong business strategies. However, they have a weak product portfolio. They generally focus on a specific type of technology related to the product. These companies are closely monitoring and developing the display technology and devices for various signage applications and expect to generate revenue by collaborating with other companies or by licensing their technology.
Innovators demonstrate substantial product innovation compared to their competitors. They have a highly focused product portfolio. However, they do not have very strong growth strategies for their overall business. The rugged display market moderately depends on innovators as high capital investment is required for manufacturing and developing new technology-based display devices and it is not easy for new players to enter this market. The market is mature and is dominated majorly by visionary leaders, which are also the major innovators in the market.
The emerging companies have niche service offerings. Their business strategies are not as strong as that of the established vendors. The emerging vendors include the new entrants in the market and require time to gain significant traction in the market.