Aesthetic appeal of advertisements is key aspect that is focused upon in the advertisement industry. For this, the advertisement industry is increasingly making use of transparent displays for outdoor advertisement applications. Transparent display is an electronic glass display which allows the user to see through it and view the displayed contents on the glass.

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The expansion of the out-of-home advertisement industry and the overall advertisement industry, which is attributed to the rising competition among companies in the retail sector, is a major factor which is resulting in the increasing demand for transparent displays. These displays display the information regarding products, offers, discounts, and services in a more comprehensive manner. As per a report by P&S Intelligence, in 2018, the global transparent display market generated a revenue of $524.7 million and is projected to attain a value of $4,933.6 million in 2024, advancing at a 46.2% CAGR during the forecast period (2019–2024).

The fastest growth in demand is expected to be witnessed by the HUD application in the coming years. In 2024, Asia-Pacific (APAC) and North America would together hold more than 79.0% share in the industry. During the forecast period, the highest growth of transparent display market in CAGR would be experienced by Asia-Pacific (APAC), as the demand for these devices is increasing in countries such as Japan, China, and India.

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The different applications of transparent displays are digital signage, head mounted display, smart appliance, and heads up display (HUD). Among these, the largest demand for transparent displays was created for the digital signage application during 2014–2018 and the situation is projected to remain the same during the forecast period. Within the region, China was the largest user of such products in 2018, owing to their wide availability and the fact that a large number of manufacturers exist here.