Digital Out-of-Home Advertising - Australia & Oceania

Ad spending in the Digital Out-of-Home Advertising market in Australia & Oceania is forecasted to reach US$549.40m in 2024.
The sector is expected to exhibit an annual growth rate (CAGR 2024-2030) of 6.32%, leading to a projected market volume of US$793.60m by 2030.
In 2024, with a projected market volume of US$4.37bn, China will dominate in terms of ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is anticipated to be US$12.65 in 2024.
Australia's embrace of innovative technology is driving a surge in Digital Out-of-Home Advertising investments, reshaping the advertising landscape in the region.

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 Australia & Oceania is experiencing steady growth and development, driven by changing customer preferences and advancements in technology. Customer preferences in the region are shifting towards more interactive and engaging advertising experiences. Consumers are becoming increasingly accustomed to digital content and expect a higher level of interactivity from advertisements. This has led to a rise in demand for digital out-of-home advertising, which offers dynamic and interactive content that can capture the attention of passersby. Additionally, advertisers are recognizing the effectiveness of digital out-of-home advertising in reaching a wider audience and delivering targeted messages. Trends in the market indicate a growing adoption of digital out-of-home advertising across Australia & Oceania. This can be attributed to the increasing availability and affordability of digital signage technologies. The region is witnessing a proliferation of digital billboards, digital screens in shopping malls, and interactive displays in public spaces. These digital advertising platforms enable advertisers to deliver more personalized and contextually relevant messages, enhancing the effectiveness of their campaigns. Furthermore, the integration of data analytics and real-time content management systems allows advertisers to optimize their campaigns and measure their impact more accurately. Local special circumstances in Australia & Oceania contribute to the development of the Digital Out-of-Home Advertising market. The region's high urbanization rate and population density make it an attractive market for advertisers. Urban areas, such as Sydney, Melbourne, and Auckland, offer a large and diverse audience, providing ample opportunities for advertisers to target specific demographics. Additionally, the region's strong tourism industry attracts a significant number of international visitors, creating a captive audience for digital out-of-home advertising. Advertisers can leverage this opportunity to promote their products and services to both locals and tourists. Underlying macroeconomic factors also play a role in the growth of the Digital Out-of-Home Advertising market in Australia & Oceania. The region's stable economic conditions and increasing disposable incomes contribute to higher consumer spending, which in turn drives advertising investments. Furthermore, the rapid technological advancements in the region, particularly in the field of digital signage and data analytics, create a conducive environment for the growth of the digital out-of-home advertising industry. In conclusion, the Digital Out-of-Home Advertising market in Australia & Oceania is witnessing growth and development due to changing customer preferences, advancements in technology, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly adopting digital out-of-home advertising to deliver more interactive and personalized messages to a diverse audience. With the continued evolution of technology and the increasing demand for engaging advertising experiences, the market is expected to further expand in the coming years.

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.