Key regions: India, France, United States, United Kingdom, China
The Digital Out-of-Home Advertising market in EAEU is experiencing significant growth and development.
Customer preferences: Customers in the EAEU region are increasingly drawn to digital out-of-home advertising due to its ability to capture attention and engage with audiences in a dynamic and interactive manner. The use of digital screens and technology allows for more targeted and personalized advertising, which resonates with consumers and increases the effectiveness of campaigns. Additionally, the ability to display multiple advertisements on a single screen enables advertisers to reach a wider audience and maximize their reach.
Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in EAEU is the increasing adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and optimization of ad placements, ensuring that advertisements are displayed to the right audience at the right time. This trend is driven by the growing availability of data and analytics, which enable advertisers to make more informed decisions and optimize their campaigns for maximum impact. Another trend in the market is the integration of digital out-of-home advertising with other forms of media. Advertisers are increasingly using digital screens in conjunction with traditional media channels such as television, radio, and print to create integrated and cohesive advertising campaigns. This trend is driven by the desire to create a seamless and immersive brand experience for consumers, as well as the need to reach audiences across multiple touchpoints.
Local special circumstances: The Digital Out-of-Home Advertising market in EAEU is influenced by several local special circumstances. One of these is the rapid urbanization and modernization of cities in the region. As cities become more developed and infrastructure improves, there is a greater demand for digital out-of-home advertising to complement the changing urban landscape. This presents opportunities for advertisers to leverage digital screens and technology to engage with consumers in new and innovative ways. Another local special circumstance is the growing middle class in the EAEU region. As disposable incomes rise, consumers have more purchasing power and are increasingly receptive to advertising messages. This presents a lucrative market for advertisers, who can target this growing consumer segment with relevant and compelling advertisements.
Underlying macroeconomic factors: The development of the Digital Out-of-Home Advertising market in EAEU is also influenced by underlying macroeconomic factors. The region has experienced economic growth in recent years, which has led to increased consumer spending and investment in advertising. Additionally, advancements in technology and infrastructure have made digital out-of-home advertising more accessible and affordable for advertisers. Furthermore, the EAEU region is strategically located between Europe and Asia, making it an attractive market for international advertisers looking to expand their reach. This has led to increased competition in the market, driving innovation and investment in digital out-of-home advertising. In conclusion, the Digital Out-of-Home Advertising market in EAEU is experiencing growth and development due to customer preferences for dynamic and personalized advertising, as well as the adoption of programmatic advertising and integration with other media channels. Local special circumstances such as urbanization and a growing middle class, along with underlying macroeconomic factors such as economic growth and strategic location, are driving the expansion of the market.
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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