Digital Out-of-Home Advertising - Americas

Ad spending in the Digital Out-of-Home Advertising market in the Americas is forecasted to reach US$5.02bn by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 6.53%, leading to a projected market volume of US$7.34bn by 2030.
In 2024, the projected market volume is estimated to be US$4.37bn, with the majority of ad spending originating from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is anticipated to be US$4.94 in 2024.
In the Americas, the Digital Out-of-Home Advertising market is experiencing rapid growth due to increased consumer engagement with interactive and location-based content.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) 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. Key players in Digital 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.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Americas is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances. Customer preferences in the Americas have shifted towards more interactive and personalized advertising experiences. Consumers are increasingly seeking out engaging and dynamic content that captures their attention and resonates with their interests. This has led to a rise in the adoption of digital out-of-home advertising, as it allows for real-time updates, interactive features, and targeted messaging. Additionally, the growing popularity of mobile devices has created opportunities for integration between digital out-of-home advertising and mobile platforms, further enhancing the customer experience. Trends in the market indicate a shift towards programmatic advertising and data-driven decision making. Programmatic advertising enables advertisers to automate the buying and selling process of digital out-of-home ad space, allowing for greater efficiency and targeting capabilities. By leveraging data and analytics, advertisers can optimize their campaigns and deliver more relevant content to their target audience. This trend is driven by the increasing availability of data and advancements in technology, which enable advertisers to better understand consumer behavior and preferences. Local special circumstances in the Americas also contribute to the development of the digital out-of-home advertising market. The region is home to a diverse range of markets, each with its own unique characteristics and consumer behaviors. For example, in larger metropolitan areas, such as New York City and Los Angeles, there is a high concentration of digital out-of-home displays due to the large population and high foot traffic. In contrast, rural areas may have fewer digital out-of-home displays, but they can still be effective in reaching a specific target audience. Underlying macroeconomic factors also play a role in the growth of the digital out-of-home advertising market in the Americas. The region has experienced steady economic growth and increasing consumer spending power, which has led to higher advertising budgets. Advertisers are looking for innovative ways to reach their target audience and digital out-of-home advertising provides an effective solution. Additionally, the Americas have a strong presence of multinational corporations and global brands, which further drives the demand for digital out-of-home advertising to enhance brand visibility and reach. In conclusion, the Digital Out-of-Home Advertising market in Americas is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards interactive and personalized advertising experiences, the adoption of programmatic advertising and data-driven decision making, the diverse market characteristics in the region, and the steady economic growth and increasing consumer spending power all contribute to the growth and development of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.