Digital Out-of-Home Advertising - El Salvador

El Salvador's ad spending in the Digital Out-of-Home Advertising market is projected to reach US$2.33m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2030) of 6.41%, resulting in a projected market volume of US$3.39m by 2030.
With a projected market volume of US$4.37bn in 2024, most ad spending will be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to amount to US$0.36 in 2024.
El Salvador's Digital Out-of-Home Advertising market is rapidly growing, leveraging innovative technologies to engage consumers effectively in the evolving advertising landscape.

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

Digital Out-of-Home Advertising in El Salvador is experiencing significant growth and development.

Customer preferences: Customers in El Salvador are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital displays offer vibrant visuals and interactive features that capture the attention of consumers, making them more likely to engage with the advertisements. Additionally, the ability to target specific audiences and deliver personalized messages is appealing to advertisers, as it enhances the effectiveness of their campaigns.

Trends in the market: One of the key trends in the digital out-of-home advertising market in El Salvador is the increasing adoption of programmatic advertising. This technology allows advertisers to automate the buying and selling of ad space, enabling them to reach their target audience more efficiently and effectively. Programmatic advertising also provides real-time data and analytics, allowing advertisers to measure the impact of their campaigns and make data-driven decisions. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. Advertisers are leveraging the ubiquity of smartphones to deliver complementary content and experiences to consumers. By using technologies such as NFC (Near Field Communication) and QR codes, advertisers can seamlessly connect the physical and digital worlds, creating a more immersive and interactive advertising experience.

Local special circumstances: El Salvador has a growing middle class and a relatively young population, which presents significant opportunities for digital out-of-home advertising. The younger generation, in particular, is more receptive to digital advertising and is more likely to engage with interactive and visually appealing content. Additionally, the country's urban areas, such as San Salvador, provide a concentrated population and high footfall areas, making them ideal locations for digital out-of-home advertising.

Underlying macroeconomic factors: The growing economy of El Salvador is a contributing factor to the development of the digital out-of-home advertising market. As the economy expands, businesses have more resources to invest in advertising and marketing. This increased spending power enables advertisers to allocate more budget towards digital out-of-home advertising, driving its growth in the market. In conclusion, the digital out-of-home advertising market in El Salvador is experiencing significant growth and development. Customer preferences for dynamic and engaging advertising, along with the adoption of programmatic advertising and integration with mobile devices, are driving this growth. The country's growing middle class, young population, and urban areas provide favorable conditions for the expansion of digital out-of-home advertising. Additionally, the growing economy of El Salvador enables businesses to allocate more resources towards advertising, further fueling the market's development.

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.