Out-of-Home Advertising - El Salvador

El Salvador is expected to see ad spending in the Out-of-Home Advertising market reach US$11.24m in 2024.
The country's largest market is Traditional Out-of-Home Advertising with a market volume of US$8.91m in 2024.
In a global context, 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$1.76 in 2024.
El Salvador's Out-of-Home Advertising market is experiencing a surge in digital billboards, enhancing brand visibility in key locations across the country.

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 El Salvador has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In El Salvador, customers have shown a growing preference for Out-of-Home Advertising as a way to reach a wide audience. This is due to the fact that Out-of-Home Advertising is highly visible and can effectively capture the attention of consumers who are out and about. Additionally, customers appreciate the creative and eye-catching nature of Out-of-Home Advertising, which allows them to convey their message in a memorable way.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in El Salvador is the increasing use of digital signage. Digital billboards and screens have become more common, offering advertisers the ability to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to capture the attention of a tech-savvy audience. Digital signage allows for greater flexibility in content creation and can be easily updated, making it an attractive option for advertisers. Another trend in the market is the use of targeted advertising. Advertisers are increasingly using data analytics and audience segmentation to deliver personalized messages to specific groups of consumers. This approach allows for more effective communication and higher engagement rates. By tailoring their messages to specific demographics or locations, advertisers can maximize the impact of their campaigns and achieve better results.

Local special circumstances: El Salvador has a young and growing population, which presents a unique opportunity for advertisers. Younger consumers are more likely to be out and about, making Out-of-Home Advertising an effective way to reach them. Additionally, the country has a vibrant street culture, with people spending a significant amount of time outside. This creates a favorable environment for Out-of-Home Advertising, as there are ample opportunities to capture the attention of consumers.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in El Salvador is also influenced by underlying macroeconomic factors. The country has experienced stable economic growth in recent years, which has led to an increase in consumer spending. This has created a favorable environment for advertisers, as businesses are more willing to invest in marketing and advertising to promote their products and services. Additionally, El Salvador has a growing middle class, which has increased the demand for consumer goods and services. This has further fueled the growth of the Out-of-Home Advertising market, as businesses seek to reach this expanding consumer base.

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.