Out-of-Home Advertising - Americas

Ad spending in the Out-of-Home Advertising market in Americas is forecasted to hit US$11.58bn in 2024.
The largest market in Americas is Traditional Out-of-Home Advertising with a market volume of US$6.55bn in 2024.
When compared globally, United States is expected to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market in Americas is projected to be US$11.39 in 2024.
In the Americas, the Out-of-Home Advertising market is experiencing a shift towards digital formats to engage consumers in innovative ways.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Americas is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in the Americas are increasingly valuing experiences and are seeking out unique and memorable interactions with brands. This shift in preferences has led to a growing demand for Out-of-Home Advertising, as it allows brands to engage with consumers in a physical and impactful way. Additionally, customers are becoming more receptive to targeted and personalized advertisements, which can be effectively delivered through Out-of-Home Advertising.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in the Americas is the adoption of digital signage and interactive displays. These technologies offer dynamic and engaging advertising experiences, allowing brands to capture the attention of consumers in a crowded media landscape. Digital Out-of-Home Advertising also enables real-time content updates and targeted messaging, enhancing the effectiveness of campaigns. Another trend in the market is the integration of Out-of-Home Advertising with mobile and online platforms. Brands are leveraging the ubiquity of smartphones and the increasing connectivity of consumers to create seamless and integrated advertising experiences. This integration allows for greater personalization and interactivity, as well as the ability to track and measure the impact of campaigns.

Local special circumstances: The Americas consist of diverse countries and regions, each with its own unique set of circumstances that impact the Out-of-Home Advertising market. For example, in densely populated urban areas, such as New York City and Mexico City, there is a high demand for Out-of-Home Advertising due to the large and captive audience. On the other hand, in more rural areas, the focus may be on reaching specific target audiences, such as tourists or commuters. Additionally, cultural factors play a significant role in shaping the Out-of-Home Advertising landscape in the Americas. For instance, in countries with a strong outdoor culture, such as Brazil and Argentina, Out-of-Home Advertising is deeply ingrained in the daily lives of consumers and is considered an effective and trusted form of communication.

Underlying macroeconomic factors: The Out-of-Home Advertising market in the Americas is also influenced by underlying macroeconomic factors. For example, economic growth and stability drive advertising spending, as companies are more willing to invest in marketing and promotion. Additionally, political stability and favorable business environments attract foreign investment, leading to increased advertising budgets. Furthermore, technological advancements and infrastructure development play a crucial role in the growth of the Out-of-Home Advertising market. The availability of digital infrastructure, such as high-speed internet and mobile connectivity, enables the adoption of digital Out-of-Home Advertising technologies. Similarly, the expansion of transportation networks and urban development create new opportunities for Out-of-Home Advertising placements. In conclusion, the Out-of-Home Advertising market in the Americas is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The adoption of digital signage and integration with mobile and online platforms are driving the market forward, while cultural and economic factors shape the unique landscape in each country and region. As the market continues to evolve, it is essential for advertisers and brands to stay informed and adapt to the changing dynamics of Out-of-Home Advertising in the Americas.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.