Digital Out-of-Home Advertising - CIS

Ad spending in the Digital Out-of-Home Advertising market in CIS is forecasted to reach US$231.40m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 2.76%, leading to a projected market volume of US$272.40m by 2030.
In 2024, with a projected market volume of US$4.37bn, China will dominate in ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is expected to be US$0.95 in 2024.
In CIS, the Digital Out-of-Home Advertising market is seeing a surge in programmatic buying, revolutionizing how brands target 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 CIS is experiencing significant growth and development.

Customer preferences: Customers in CIS are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital screens provide the opportunity for advertisers to display high-quality, eye-catching content that captures the attention of passersby. Additionally, the ability to target specific locations and demographics allows advertisers to tailor their messages and increase the effectiveness of their campaigns.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in CIS is the adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad space, allowing for more efficient and targeted campaigns. This trend is driven by the increasing availability of data and analytics, which provide insights into consumer behavior and preferences. As a result, advertisers are able to optimize their campaigns in real-time and deliver relevant content to their target audience. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. This allows advertisers to engage with consumers on multiple platforms and create a seamless brand experience. For example, QR codes or NFC technology can be used to connect digital out-of-home ads with mobile devices, allowing consumers to receive additional information or special offers. This integration not only enhances the effectiveness of advertising campaigns but also provides a more interactive and engaging experience for consumers.

Local special circumstances: The Digital Out-of-Home Advertising market in CIS is influenced by the unique cultural and linguistic diversity of the region. Advertisers need to consider the different languages spoken in each country and tailor their content accordingly. Additionally, cultural preferences and norms vary across the region, and advertisers must be sensitive to these differences in order to effectively engage with their target audience.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in CIS is supported by several macroeconomic factors. The region has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This provides advertisers with a larger audience and greater opportunities for engagement. Additionally, the rapid urbanization in CIS countries has resulted in a higher concentration of people in urban areas, where digital out-of-home advertising is most effective. As a result, advertisers are able to reach a larger and more diverse audience through their campaigns.

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.