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Beauty DOOH market sizing: a bottom-up model
Most DOOH market reports treat beauty venues as a rounding error. We built the number from the ground up — venue by venue.
Top-down DOOH forecasts rarely break out beauty venues. To size the opportunity honestly, we built a bottom-up model: number of addressable venues × screen penetration × revenue per screen.
The model
We start from the count of salons, barbershops, nail bars and spas in each market, apply a realistic share that can host a screen, and layer in monthly revenue per active display.
| Input | Driver |
|---|---|
| Addressable venues | Licensed beauty establishments |
| Screen penetration | % of venues with a monetised display |
| Revenue / screen / mo | Fill rate × CPM × impressions |
Why bottom-up matters
A top-down “X% of total DOOH” estimate hides the thing that actually moves the market: how many screens are live and sold, not merely installed.