Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Argentina

Argentina

Ad spending in the Digital Out-of-Home Advertising market in Argentina is forecasted to reach US$44.55m in 2024.
The expected annual growth rate (CAGR 2024-2029) is 8.06%, leading to a projected market volume of US$65.64m by 2029.
In 2024, the projected market volume is US$4,366.00m, with China expected to generate the most ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.97 in 2024 in Argentina.
Argentina's Digital Out-of-Home Advertising market is thriving, with increased investments in interactive and dynamic content to engage consumers effectively.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

The Digital Out-of-Home Advertising market in Argentina has been experiencing steady growth in recent years.

Customer preferences: Argentinian consumers are increasingly embracing digital technology, which has led to a growing demand for digital out-of-home advertising. This is driven by the fact that digital ads are more engaging and interactive compared to traditional static billboards. Additionally, consumers are becoming more accustomed to personalized and targeted advertising, and digital out-of-home advertising allows for more precise targeting based on factors such as location and demographics.

Trends in the market: One prominent trend in the Digital Out-of-Home Advertising market in Argentina is the adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placements, enabling advertisers to optimize their campaigns and reach their target audience more effectively. This trend is driven by the increasing availability of data and analytics, which allows advertisers to make data-driven decisions and improve the ROI of their campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. Advertisers are leveraging technologies such as geofencing and beacon technology to deliver personalized and contextually relevant ads to consumers' smartphones when they are in proximity to digital billboards. This integration enhances the effectiveness of advertising campaigns by providing a seamless and connected experience for consumers.

Local special circumstances: Argentina has a high smartphone penetration rate, with a large portion of the population using mobile devices for various purposes. This presents a unique opportunity for advertisers to leverage digital out-of-home advertising to reach consumers on their smartphones, creating a multi-channel advertising approach.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Argentina is also influenced by macroeconomic factors. Argentina has been experiencing economic growth in recent years, which has resulted in increased consumer spending and advertising budgets. As businesses strive to reach their target audience in a competitive market, they are allocating more resources to digital out-of-home advertising as an effective way to engage consumers and drive brand awareness. In conclusion, the Digital Out-of-Home Advertising market in Argentina is experiencing growth due to customer preferences for engaging and targeted advertising, trends such as programmatic advertising and integration with mobile devices, as well as favorable macroeconomic factors. As technology continues to evolve and consumer behavior changes, the market is expected to further expand in the coming years.

Methodology

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.