Out-of-Home Advertising - Colombia

Colombia's ad spending in the Out-of-Home Advertising market is forecasted to hit US$104.70m in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising, with a market volume of US$79.80m in 2024.
When compared globally, United States is expected to lead in ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$2.00 in 2024.
Colombia's Out-of-Home Advertising market is experiencing a surge in digital billboard installations, enhancing brand visibility and engagement in urban areas.

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 Colombia has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Colombia have shifted towards more interactive and engaging advertising experiences. With the rise of digital technology, consumers are increasingly seeking out dynamic and immersive advertising campaigns that capture their attention and create memorable experiences. This has led to a growing demand for digital out-of-home advertising solutions, such as digital billboards, interactive kiosks, and augmented reality experiences. Trends in the market also play a crucial role in the development of the Out-of-Home Advertising market in Colombia. One notable trend is the increasing integration of data and technology into advertising campaigns. Advertisers are leveraging data analytics and real-time targeting to deliver personalized and contextually relevant messages to consumers. This not only improves the effectiveness of advertising campaigns but also allows advertisers to measure and track the impact of their out-of-home advertising efforts. Another trend is the growing focus on sustainability and environmental responsibility. Advertisers are increasingly seeking out eco-friendly and energy-efficient out-of-home advertising solutions, such as solar-powered billboards and LED displays. This trend aligns with the global movement towards sustainability and reflects the growing awareness and concern for the environment among consumers. Local special circumstances in Colombia also contribute to the development of the Out-of-Home Advertising market. Colombia is a country with a vibrant and dynamic culture, known for its rich history, diverse landscapes, and passionate people. Advertisers can leverage these unique characteristics to create culturally relevant and engaging advertising campaigns that resonate with the local population. Additionally, Colombia has a growing urban population, which presents opportunities for advertisers to reach a large and concentrated audience through out-of-home advertising channels. Underlying macroeconomic factors also play a role in the development of the Out-of-Home Advertising market in Colombia. The country has experienced steady economic growth in recent years, which has led to an increase in consumer spending power. This provides advertisers with the opportunity to invest in out-of-home advertising campaigns to capture the attention and purchasing power of consumers. Additionally, Colombia has a strong tourism industry, attracting both domestic and international tourists. This presents an opportunity for advertisers to target tourists through out-of-home advertising channels, such as airports, bus stations, and popular tourist destinations. In conclusion, the Out-of-Home Advertising market in Colombia is developing due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in Colombia are focusing on creating interactive and engaging advertising experiences, integrating data and technology into campaigns, and prioritizing sustainability. The unique cultural characteristics of Colombia, along with its growing urban population and strong economic growth, provide opportunities for advertisers to reach a large and receptive audience through out-of-home advertising channels.

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.