Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in CIS is experiencing steady growth and development.
Customer preferences: Customers in the CIS region have shown a strong preference for out-of-home advertising due to its wide reach and high visibility. With the increasing urbanization and population growth in the region, there is a growing demand for outdoor advertising to capture the attention of the large and diverse audience. Additionally, customers in the CIS region appreciate the creative and innovative nature of out-of-home advertising, which allows for unique and eye-catching campaigns that can effectively engage with the target audience.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in CIS is the adoption of digital technologies. Digital out-of-home advertising, such as digital billboards and interactive displays, is gaining popularity in the region. This trend is driven by the increasing availability and affordability of digital signage technology, as well as the ability to deliver dynamic and targeted advertising content. Digital out-of-home advertising allows advertisers to easily update and customize their campaigns, making it a more flexible and effective medium for reaching the target audience. Another trend in the market is the integration of data analytics and audience measurement tools. Advertisers in the CIS region are increasingly using data-driven insights to optimize their out-of-home advertising campaigns. By analyzing data on consumer behavior, demographics, and location, advertisers can better understand their target audience and tailor their messaging and placement strategies accordingly. This trend is driven by the growing availability of data and analytics tools, as well as the increasing emphasis on ROI and accountability in advertising.
Local special circumstances: The Out-of-Home Advertising market in CIS is influenced by several local special circumstances. One such circumstance is the diverse cultural and linguistic landscape of the region. Advertisers need to take into account the different languages, cultural nuances, and preferences of the target audience in each country within the CIS region. This requires localized and culturally relevant advertising campaigns to effectively connect with the audience. Another special circumstance is the varying levels of infrastructure development across the CIS region. While major cities in countries like Russia and Kazakhstan have well-developed outdoor advertising infrastructure, some smaller cities and rural areas may have limited options for out-of-home advertising. Advertisers need to consider the availability and accessibility of outdoor advertising spaces when planning their campaigns in different parts of the region.
Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in CIS is supported by several underlying macroeconomic factors. The region has been experiencing economic growth and increasing consumer spending, which provides a favorable environment for advertising investments. Additionally, the rising urbanization and population growth in the CIS region contribute to the expansion of the out-of-home advertising market, as more people are living and working in urban areas where outdoor advertising is highly visible. Furthermore, the increasing digitalization and connectivity in the CIS region are driving the growth of the out-of-home advertising market. With the widespread use of smartphones and internet access, advertisers can leverage digital technologies to enhance the effectiveness of their out-of-home campaigns. This includes integrating mobile advertising and location-based targeting to create a seamless and personalized advertising experience for the audience. In conclusion, the Out-of-Home Advertising market in CIS is developing and evolving to meet the changing needs and preferences of customers. The adoption of digital technologies, the integration of data analytics, and the consideration of local special circumstances are shaping the market trends in the region. With favorable macroeconomic factors supporting the growth of the market, the Out-of-Home Advertising industry in CIS is expected to continue its upward trajectory 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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
