Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Kazakhstan

Kazakhstan

Ad spending in the Digital Out-of-Home Advertising market in Kazakhstan is forecasted to reach US$6.09m in 2024.
The expected annual growth rate (CAGR 2024-2029) of 9.42% is anticipated to drive the market volume to US$9.55m by 2029.
With a projected market volume of US$4,366.00m in 2024, the majority of ad spending will be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.31 in 2024.
Kazakhstan's Digital Out-of-Home Advertising market is rapidly embracing interactive technologies to engage audiences and enhance brand visibility in urban centers.

Key regions: India, France, United States, United Kingdom, China

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Analyst Opinion

The Digital Out-of-Home Advertising market in Kazakhstan is experiencing significant growth and development.

Customer preferences: Customers in Kazakhstan are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital screens offer high-quality visuals and the ability to display interactive content, capturing the attention of passersby and creating a lasting impression. This form of advertising is particularly appealing to the younger generation, who are more tech-savvy and receptive to digital content. Additionally, businesses in Kazakhstan are recognizing the effectiveness of digital out-of-home advertising in reaching a wider audience and driving customer engagement.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Kazakhstan is the adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and automated ad placements, enabling advertisers to target specific audiences and optimize their campaigns for maximum impact. This trend is driven by the increasing availability of data and analytics, which provide valuable insights into consumer behavior and preferences. By leveraging programmatic advertising, businesses in Kazakhstan can tailor their messages to specific demographics, locations, and times of day, resulting in more effective and targeted advertising campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile technology. With the widespread use of smartphones in Kazakhstan, advertisers are exploring ways to connect digital out-of-home screens with mobile devices. This integration allows for interactive experiences, such as QR code scanning or mobile app engagement, bridging the gap between offline and online advertising. By incorporating mobile technology, businesses can enhance their digital out-of-home campaigns and provide a seamless and personalized experience for their target audience.

Local special circumstances: Kazakhstan's growing economy and increasing urbanization are contributing to the development of the Digital Out-of-Home Advertising market. As more people move to cities and spend time outside their homes, the demand for outdoor advertising is on the rise. This presents a significant opportunity for businesses to leverage digital out-of-home advertising to capture the attention of a large and diverse audience.

Underlying macroeconomic factors: The strong economic growth in Kazakhstan is fueling the development of the Digital Out-of-Home Advertising market. As the country continues to diversify its economy and attract foreign investments, businesses are expanding their marketing efforts to reach a broader customer base. Additionally, the government's focus on infrastructure development, including the construction of new highways, shopping malls, and public spaces, provides ample opportunities for digital out-of-home advertising. These macroeconomic factors create a favorable environment for the growth and expansion of the Digital Out-of-Home Advertising market in Kazakhstan.

Methodology

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.