Key regions: India, France, United States, United Kingdom, China
The Digital Out-of-Home Advertising market in BRICS is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.
Customer preferences: Customers in BRICS countries are increasingly drawn towards digital out-of-home advertising due to its ability to engage and captivate audiences in a dynamic and interactive manner. With the rise of mobile devices and internet connectivity, consumers are constantly seeking new and innovative ways to interact with brands. Digital out-of-home advertising offers a unique opportunity for advertisers to deliver personalized and targeted messages in real-time, capturing the attention of consumers and influencing their purchasing decisions.
Trends in the market: In Brazil, the Digital Out-of-Home Advertising market is witnessing a surge in demand, fueled by the country's large population and growing urbanization. Advertisers are leveraging the widespread use of smartphones and tablets to create interactive and engaging campaigns that resonate with consumers. Additionally, the hosting of major sporting events such as the FIFA World Cup and the Olympic Games has further boosted the demand for digital out-of-home advertising, as brands seek to capitalize on the increased footfall and attention. In Russia, the market for digital out-of-home advertising is expanding rapidly, driven by the country's high smartphone penetration rate and the growing popularity of digital signage. Advertisers are increasingly adopting digital out-of-home advertising as a means to reach the tech-savvy Russian consumers, who are known for their affinity towards digital media. The use of location-based targeting and real-time data analytics has also gained prominence in the Russian market, allowing advertisers to deliver personalized and contextually relevant messages to consumers. In India, the Digital Out-of-Home Advertising market is witnessing strong growth, driven by the country's large and diverse population. With the increasing urbanization and the rise of middle-class consumers, advertisers are turning to digital out-of-home advertising to reach a wider audience. The use of digital billboards, interactive kiosks, and video walls has gained popularity in India, as brands look for innovative ways to engage with consumers and create memorable brand experiences. In China, the market for digital out-of-home advertising is thriving, fueled by the country's rapid economic growth and the proliferation of digital technologies. Advertisers are leveraging the vast network of digital screens in urban areas to deliver targeted and impactful messages to consumers. The use of augmented reality (AR) and virtual reality (VR) technologies has also gained traction in the Chinese market, allowing advertisers to create immersive and interactive experiences that resonate with consumers.
Local special circumstances: Each BRICS country has its own unique set of local special circumstances that contribute to the development of the Digital Out-of-Home Advertising market. In Brazil, the hosting of major sporting events has provided a platform for advertisers to showcase their brands to a global audience. In Russia, the high smartphone penetration rate and the growing popularity of digital signage have created a conducive environment for the growth of digital out-of-home advertising. In India, the large and diverse population presents a vast market opportunity for advertisers, while in China, the rapid economic growth and the proliferation of digital technologies have fueled the demand for digital out-of-home advertising.
Underlying macroeconomic factors: The development of the Digital Out-of-Home Advertising market in BRICS is also influenced by underlying macroeconomic factors. The rapid urbanization and the rise of middle-class consumers in these countries have created a favorable environment for the growth of digital out-of-home advertising. Additionally, the increasing internet penetration rate and the widespread use of smartphones have enabled advertisers to reach a larger audience and deliver personalized messages in real-time. The favorable business environment and the government initiatives to promote digital technologies have also contributed to the growth of the Digital Out-of-Home Advertising market in BRICS.
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.
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