Digital Out-of-Home Advertising - Peru

Ad spending in the Digital Out-of-Home Advertising market in Peru is forecasted to reach US$14.44m in 2024.
The sector is expected to experience an annual growth rate (CAGR 2024-2030) of 8.40%, leading to a projected market volume of US$23.42m by 2030.
Peru's ad spending is anticipated to reach US$4.37bn in 2024, making it one of the top contributors.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.42 in 2024 in Peru.
Peru's Digital Out-of-Home Advertising market is experiencing rapid growth, driven by increasing urbanization and a tech-savvy population embracing digital platforms.

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

Customer preferences: Peruvian consumers are increasingly spending more time outside their homes, whether it be for work, leisure, or other activities. This shift in lifestyle has created a demand for advertising that can reach consumers while they are on the go. Digital Out-of-Home Advertising provides a unique opportunity to engage with customers in a dynamic and interactive way, capturing their attention in high-traffic areas such as shopping malls, airports, and public transportation hubs. Additionally, the ability to target specific audiences based on demographics and location has made digital out-of-home advertising an attractive option for brands looking to maximize their marketing efforts.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Peru is the increasing adoption of digital signage technology. Traditional static billboards are being replaced by digital screens that can display dynamic content and be easily updated. This allows advertisers to deliver more engaging and targeted messages to consumers. Furthermore, advancements in technology have made it possible to integrate digital signage with other platforms, such as social media and mobile apps, creating a seamless and interactive advertising experience. Another trend in the market is the rise of programmatic advertising. Programmatic advertising automates the buying and selling of digital ad space, allowing advertisers to target specific audiences in real-time. This technology has gained traction in Peru as it enables advertisers to optimize their campaigns and achieve higher ROI. Additionally, programmatic advertising provides valuable data and insights that can be used to refine targeting strategies and improve campaign performance.

Local special circumstances: Peru is a country with a rapidly growing middle class and a strong consumer culture. This has created a favorable environment for advertisers, as consumers are increasingly willing to spend on products and services. Furthermore, the country's urbanization and infrastructure development have led to an increase in high-traffic areas where digital out-of-home advertising can effectively reach a large number of consumers. Additionally, Peru's tourism industry is booming, attracting both domestic and international visitors who can be targeted through digital out-of-home advertising.

Underlying macroeconomic factors: Peru's stable economic growth and increasing disposable income have contributed to the development of the Digital Out-of-Home Advertising market. As the economy continues to expand, businesses are investing more in advertising to capture the attention of consumers. Additionally, the government's efforts to attract foreign investment and promote tourism have created opportunities for advertisers to reach a wider audience. The country's favorable business environment and growing digital infrastructure have also facilitated the growth of the digital out-of-home advertising industry. In conclusion, the Digital Out-of-Home Advertising market in Peru is experiencing growth due to changing customer preferences, the adoption of digital signage technology, the rise of programmatic advertising, local special circumstances such as urbanization and tourism, and underlying macroeconomic factors such as stable economic growth and increasing disposable income.

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.