Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in EAEU is experiencing significant growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in the EAEU region are increasingly valuing outdoor advertising as a way to reach a wide audience. With the rise of digital advertising, consumers are becoming more selective about the ads they engage with online. Outdoor advertising offers a tangible and unavoidable presence in people's daily lives, making it an effective way to capture their attention. Additionally, outdoor advertising allows for creative and visually appealing campaigns that can leave a lasting impression on consumers.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in EAEU is the integration of digital technology. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to deliver dynamic and targeted messages. This trend is driven by advancements in technology and the increasing availability of digital infrastructure in the region. Advertisers are also leveraging data and analytics to optimize their outdoor campaigns, ensuring they reach the right audience at the right time. Another trend in the market is the growing use of mobile integration. Advertisers are leveraging mobile devices to enhance the effectiveness of their outdoor campaigns. This includes using QR codes or NFC technology to provide consumers with additional information or exclusive offers. Mobile integration allows for a seamless connection between outdoor advertising and digital platforms, creating a more engaging and interactive experience for consumers.
Local special circumstances: The EAEU region consists of five member states with diverse cultural and linguistic backgrounds. This presents a unique challenge for advertisers looking to create effective outdoor campaigns. Advertisers must consider the cultural nuances and preferences of each country to ensure their messages resonate with the local population. This requires a deep understanding of the local market and the ability to adapt campaigns accordingly.
Underlying macroeconomic factors: The Out-of-Home Advertising market in EAEU is also influenced by underlying macroeconomic factors. Economic growth in the region has led to increased consumer spending power, creating a larger market for advertisers. As the middle class expands, more people have disposable income to spend on products and services, making outdoor advertising an attractive option for businesses looking to reach this growing consumer base. Additionally, the EAEU region is experiencing urbanization, with more people moving to cities. This concentration of population presents advertisers with opportunities to target specific demographics and maximize the impact of their outdoor campaigns. In conclusion, the Out-of-Home Advertising market in EAEU is developing due to changing customer preferences, emerging trends such as digital integration and mobile integration, local special circumstances, and underlying macroeconomic factors such as economic growth and urbanization. Advertisers in the region are leveraging these factors to create impactful and engaging outdoor campaigns that effectively reach their target audience.
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.
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