Digital Out-of-Home Advertising - South America

Ad spending in the Digital Out-of-Home Advertising market in South America is forecasted to reach US$391.50m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 6.67%, leading to a projected market volume of US$576.70m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is anticipated to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$0.95 in 2024.
In Brazil, the Digital Out-of-Home Advertising market is rapidly expanding, driven by innovative technologies and increasing demand for interactive and engaging advertising solutions.

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 South America has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing adoption of digital technology. Customer preferences in South America have shifted towards more interactive and engaging advertising experiences. Consumers are no longer satisfied with traditional static billboards; they want dynamic and interactive content that captures their attention and provides them with valuable information. This has led to a growing demand for digital out-of-home advertising, which offers the ability to display dynamic and interactive content in real-time. Trends in the market include the use of advanced technologies such as augmented reality and facial recognition to create more personalized and targeted advertising campaigns. These technologies allow advertisers to deliver customized content based on the viewer's demographics, interests, and location, resulting in a more engaging and relevant advertising experience. Additionally, there is a growing trend towards the integration of digital out-of-home advertising with mobile devices, allowing consumers to interact with the content on their smartphones or tablets. Local special circumstances in South America also contribute to the growth of the digital out-of-home advertising market. The region has a large and diverse population, with different languages, cultures, and consumer behaviors. Advertisers need to tailor their campaigns to the specific needs and preferences of each country and region within South America. This requires a deep understanding of the local market and the ability to create content that resonates with the target audience. Underlying macroeconomic factors also play a role in the development of the digital out-of-home advertising market in South America. The region has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has resulted in a higher demand for products and services, creating opportunities for advertisers to promote their brands and reach a wider audience. Additionally, advancements in technology and infrastructure have made it easier and more cost-effective for advertisers to deploy digital out-of-home advertising campaigns across South America. In conclusion, the Digital Out-of-Home Advertising market in South America is growing rapidly due to changing customer preferences, advancements in technology, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are embracing digital out-of-home advertising as a way to engage consumers and deliver personalized and targeted advertising experiences. As the market continues to evolve, we can expect to see further innovations and advancements in digital out-of-home advertising in South America.

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.