Digital Out-of-Home Advertising - NAFTA

Ad spending in the Digital Out-of-Home Advertising market in NAFTA is forecasted to reach US$4.59bn in 2024.
The sector is expected to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 6.48%, leading to an estimated market size of US$6.69bn by 2030.
With a market size of US$4.37bn in 2024, the majority of ad spending is anticipated to originate from China within NAFTA.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market is set to be US$8.99 in 2024.
In the NAFTA region, the digital out-of-home advertising market is experiencing a surge in programmatic buying, revolutionizing targeted advertising strategies.

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 NAFTA has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the NAFTA region have shown a strong preference for digital out-of-home advertising due to its ability to deliver engaging and interactive content. With the increasing use of smartphones and other digital devices, customers are becoming more accustomed to digital advertising and expect a seamless integration of online and offline experiences. Digital out-of-home advertising provides an effective way for brands to reach their target audience in high-traffic areas, such as airports, shopping malls, and transit stations, where traditional advertising methods may have limited impact.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in NAFTA is the adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space in real-time, based on data-driven insights. This trend has gained traction in the NAFTA region as advertisers seek to optimize their advertising spend and target specific audience segments with personalized messages. Programmatic advertising also enables advertisers to measure the effectiveness of their campaigns and make data-driven decisions to improve their ROI. Another trend in the market is the integration of digital out-of-home advertising with other digital channels, such as mobile and social media. This integration allows advertisers to create cohesive and consistent brand experiences across multiple touchpoints, increasing brand awareness and engagement. For example, advertisers can use geolocation data from mobile devices to deliver targeted ads on digital billboards in specific locations, enhancing the relevance and impact of their campaigns.

Local special circumstances: The Digital Out-of-Home Advertising market in NAFTA is influenced by several local special circumstances. For instance, the high level of urbanization in major cities in the region creates a favorable environment for digital out-of-home advertising, as there are ample opportunities to reach a large and diverse audience. Additionally, the presence of major international events, such as sports tournaments and music festivals, provides advertisers with unique opportunities to engage with a global audience.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in NAFTA is also driven by underlying macroeconomic factors. The region has experienced steady economic growth, leading to increased consumer spending and advertising budgets. Additionally, advancements in technology and infrastructure have made it easier for advertisers to deploy and manage digital out-of-home advertising campaigns. The availability of high-speed internet and the widespread use of smartphones have also contributed to the growth of the market, as they enable advertisers to deliver dynamic and interactive content to a mobile and connected audience. In conclusion, the Digital Out-of-Home Advertising market in NAFTA is witnessing significant growth due to changing customer preferences, emerging trends such as programmatic advertising and integration with other digital channels, local special circumstances such as urbanization and major events, and underlying macroeconomic factors such as economic growth and technological advancements. These factors are expected to continue driving the growth of the market 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.