Out-of-Home Advertising - Dominican Republic

The Dominican Republic is expected to see ad spending in the Out-of-Home Advertising market reach US$40.34m in 2024.
The country's largest market is Traditional Out-of-Home Advertising with a market volume of US$23.85m in 2024.
When compared globally, most ad spending will be generated United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to amount to US$3.53 in 2024.
The Dominican Republic's Out-of-Home Advertising market is experiencing a surge in digital billboards, enhancing brand visibility and engagement in key urban areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Dominican Republic has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the Dominican Republic have shown a growing interest in Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital technology, customers are increasingly looking for innovative and interactive advertising solutions that can capture their attention and engage them on a deeper level. This has led to the adoption of digital billboards, interactive displays, and other technologically advanced advertising formats in the market.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in the Dominican Republic is the increasing use of data-driven advertising strategies. Advertisers are leveraging data analytics and audience insights to target their campaigns more effectively and measure their impact. This trend is driven by the availability of data and the growing importance of ROI in advertising. Another trend in the market is the integration of Out-of-Home Advertising with digital and mobile platforms. Advertisers are using technologies such as QR codes, NFC, and geolocation to connect offline and online advertising channels, allowing customers to interact with ads through their smartphones and other devices. This trend is driven by the widespread use of mobile devices and the desire to provide a seamless and personalized advertising experience.

Local special circumstances: The Dominican Republic is a popular tourist destination, attracting millions of visitors each year. This presents a unique opportunity for Out-of-Home Advertising as advertisers can reach a diverse and international audience. Advertisements placed in high-traffic tourist areas, such as airports, hotels, and popular attractions, can effectively target both local residents and tourists. Furthermore, the Dominican Republic has a strong outdoor culture, with people spending a significant amount of time outside. This creates a favorable environment for Out-of-Home Advertising as it allows advertisers to reach consumers when they are most receptive to advertising messages. Additionally, the country's favorable climate allows for year-round outdoor advertising campaigns, further contributing to the growth of the market.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in the Dominican Republic is also influenced by underlying macroeconomic factors. The country has been experiencing steady economic growth, leading to an increase in consumer spending and business investments. This has resulted in higher advertising budgets and a greater demand for advertising services. Furthermore, the Dominican Republic has a young and growing population, which presents a large and diverse consumer base for advertisers to target. The country's urbanization and improving infrastructure also contribute to the growth of the market, as it allows for the expansion of Out-of-Home Advertising networks and the development of new advertising locations. In conclusion, the Out-of-Home Advertising market in the Dominican Republic is developing in response to changing customer preferences, emerging trends, and local special circumstances. The adoption of data-driven advertising strategies, integration with digital and mobile platforms, and the country's outdoor culture and favorable climate are driving the growth of the market. Additionally, underlying macroeconomic factors such as economic growth, population dynamics, and urbanization are contributing to the expansion of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.