Digital Out-of-Home Advertising - Central America

In Central America, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$14.09m by 2024.
The market is expected to experience a CAGR of 10.79% from 2024 to 2030, leading to a projected market volume of US$26.06m by 2030.
In 2024, the market is anticipated to reach a volume of US$4.37bn, with a significant portion of ad spending originating from China.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market is US$0.27 in 2024.
Costa Rica's Digital Out-of-Home Advertising market shows a growing preference for interactive and dynamic content to engage consumers effectively.

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 Central America is experiencing significant growth and development. Customer preferences in Central America are shifting towards more interactive and engaging advertising experiences. Consumers are increasingly seeking out unique and immersive experiences that capture their attention and leave a lasting impression. Digital Out-of-Home Advertising provides the perfect platform for brands to connect with their target audience in a dynamic and captivating way. Trends in the market show a rise in the use of digital signage and interactive displays in Central America. These technologies allow advertisers to create engaging content that can be easily updated and customized to suit different locations and target audiences. The use of digital screens in outdoor spaces such as shopping malls, airports, and transportation hubs is becoming more prevalent, providing advertisers with a wider reach and greater visibility. Another trend in the market is the integration of mobile and digital out-of-home advertising. With the increasing use of smartphones and mobile devices, advertisers are finding new ways to connect with consumers on the go. By incorporating mobile technology into digital out-of-home advertising campaigns, brands can engage with consumers in real-time and provide them with personalized and interactive experiences. Local special circumstances in Central America also contribute to the growth of the Digital Out-of-Home Advertising market. The region has a large and growing population, with a significant proportion of the population being young and tech-savvy. This demographic is highly receptive to digital advertising and is more likely to engage with interactive and immersive experiences. Additionally, Central America has a thriving tourism industry, attracting visitors from around the world. Digital out-of-home advertising provides an effective way for brands to target both local consumers and tourists, maximizing their reach and impact. Underlying macroeconomic factors such as increasing urbanization and economic growth in Central America also contribute to the development of the Digital Out-of-Home Advertising market. As cities expand and develop, there is a greater demand for advertising space in high-traffic areas. This creates opportunities for digital out-of-home advertising companies to expand their networks and reach a larger audience. Furthermore, as the economy grows, businesses are investing more in advertising to promote their products and services, driving the demand for digital out-of-home advertising solutions. In conclusion, the Digital Out-of-Home Advertising market in Central America is experiencing growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As technology continues to advance and consumer expectations evolve, the market is expected to further expand and innovate 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.