Out-of-Home Advertising - Central America

Out-of-Home Advertising market in Central America is expected to see ad spending reach US$91.26m in 2024.
The largest market within this market is Traditional Out-of-Home Advertising, with a market volume of US$77.17m in 2024.
When compared globally, the highest ad spending is forecasted to come from United States, with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$1.73 in 2024.
In Central America, digital out-of-home advertising is rapidly gaining traction, revolutionizing the traditional advertising landscape in the region.

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 Central America is experiencing significant growth, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in Central America are increasingly drawn to out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital technology, out-of-home advertising has become more dynamic and interactive, capturing the attention of consumers in a cluttered media landscape. Additionally, customers appreciate the creativity and innovation that out-of-home advertising offers, as it allows brands to engage with their target audience in unique and memorable ways.

Trends in the market: One of the key trends in the Central American out-of-home advertising market is the adoption of digital signage. Digital billboards and screens are becoming more prevalent in urban areas, providing advertisers with the flexibility to change their messages in real-time and target specific demographics. This trend is driven by advancements in technology and the increasing demand for personalized and relevant advertising. Furthermore, the integration of data analytics and audience measurement tools is allowing advertisers to optimize their campaigns and deliver more targeted messages. Another trend in the market is the use of out-of-home advertising for social and environmental causes. Central American countries are known for their rich cultural heritage and natural beauty, and advertisers are leveraging these assets to create impactful campaigns that promote social responsibility and sustainability. By aligning their brands with these causes, companies are not only enhancing their reputation but also resonating with socially conscious consumers.

Local special circumstances: Central America is a region with a growing middle class and a rapidly urbanizing population. This demographic shift is creating new opportunities for out-of-home advertising, as urban areas are becoming hubs of economic activity and consumer spending. Moreover, the region's tourism industry is thriving, attracting both domestic and international visitors. This presents advertisers with a unique opportunity to target a diverse audience and promote their products and services to travelers.

Underlying macroeconomic factors: The economic growth in Central America is a key driver of the out-of-home advertising market. As countries in the region continue to develop, businesses are expanding their operations and investing in marketing and advertising activities. Additionally, the increasing penetration of smartphones and internet access is fueling the demand for out-of-home advertising, as it complements digital and mobile marketing strategies. In conclusion, the Out-of-Home Advertising market in Central America is witnessing growth due to changing customer preferences, emerging trends, and local special circumstances. With the adoption of digital signage, the focus on social and environmental causes, and the region's economic growth, the market is poised for further expansion in the coming years.

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.