Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in BRICS is witnessing significant growth and development, driven by various factors such as customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors.
Customer preferences: In the BRICS countries, there is a growing preference for Out-of-Home Advertising due to its ability to reach a large and diverse audience. With increasing urbanization and population growth, there is a higher concentration of people in cities, making Out-of-Home Advertising an effective way to target consumers. Additionally, consumers in BRICS countries tend to spend more time outside their homes, whether it be for work, leisure, or commuting, creating ample opportunities for advertisers to engage with them through outdoor advertising.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in BRICS is the adoption of digital technologies. Digital billboards, interactive displays, and dynamic content are becoming more prevalent, allowing advertisers to deliver targeted and engaging messages to consumers. This trend is driven by advancements in technology, increasing internet penetration, and the desire for more personalized advertising experiences. Furthermore, there is a shift towards programmatic buying in the Out-of-Home Advertising market, enabling advertisers to optimize their campaigns and reach their target audience more effectively.
Local special circumstances: Each BRICS country has its own unique set of circumstances that influence the Out-of-Home Advertising market. For example, in Brazil, there is a strong culture of outdoor advertising, with billboards and signage being a common sight in cities. In Russia, the vast size of the country and the concentration of population in major cities create opportunities for Out-of-Home Advertising to reach a wide audience. In India, the rapid urbanization and increasing disposable income of the middle class are driving the growth of the Out-of-Home Advertising market. In China, the government's focus on infrastructure development and urbanization is contributing to the expansion of the Out-of-Home Advertising market.
Underlying macroeconomic factors: The growth and development of the Out-of-Home Advertising market in BRICS are also influenced by underlying macroeconomic factors. Economic growth, rising consumer spending, and increasing urbanization are key drivers of the market. As BRICS countries continue to experience economic development and urban expansion, the demand for Out-of-Home Advertising is expected to grow. Additionally, government policies and regulations play a role in shaping the market. For example, in some BRICS countries, there are restrictions on the size and placement of billboards, which can impact the availability and effectiveness of Out-of-Home Advertising. In conclusion, the Out-of-Home Advertising market in BRICS is developing at a rapid pace, driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As technology continues to advance and consumer behavior evolves, the Out-of-Home Advertising market in BRICS is expected to further expand and innovate.
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.
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