Out-of-Home Advertising - Mexico | Statista Market Forecast

Mexico is expected to see ad spending in the Out-of-Home Advertising market reach US$351.00m in 2024.
The country's largest market is Traditional Out-of-Home Advertising with a market volume of US$230.10m in 2024.
When compared globally, United States is anticipated to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in Mexico's Out-of-Home Advertising market is projected to be US$2.71 in 2024.
Mexico's Out-of-Home Advertising market is experiencing a surge in digital billboards, leveraging technology to target consumers effectively in 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 Mexico has seen significant growth in recent years, driven by changing customer preferences and the emergence of new trends in the market.

Customer preferences: Mexican consumers have shown a growing preference for out-of-home advertising as a means of reaching a wider audience. This can be attributed to the increasing urbanization and population density in major cities, where people spend more time outside their homes. Additionally, the rise of digital and mobile technologies has made it easier for advertisers to engage with consumers through interactive and dynamic out-of-home advertising campaigns.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Mexico is the shift towards digital signage. Traditional billboards and static displays are being replaced by digital screens that offer more flexibility and interactivity. This allows advertisers to deliver more targeted and engaging content to consumers. Another trend is the integration of data analytics and real-time tracking, which enables advertisers to measure the effectiveness of their campaigns and make data-driven decisions. Additionally, there is a growing focus on sustainability and eco-friendly advertising solutions, with the use of solar-powered digital displays and LED lighting becoming more common.

Local special circumstances: Mexico's large and diverse population presents unique opportunities and challenges for the Out-of-Home Advertising market. The country has a vibrant cultural scene and a strong tradition of outdoor advertising, making it an attractive market for both domestic and international advertisers. However, there are also regulatory restrictions in place to protect the visual landscape and prevent excessive advertising clutter. Advertisers need to navigate these regulations and find a balance between reaching their target audience and respecting the local environment.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Mexico can also be attributed to several macroeconomic factors. The country has experienced steady economic growth in recent years, with a growing middle class and increasing consumer purchasing power. This has created a larger consumer base for advertisers to target. Additionally, Mexico's tourism industry is booming, with millions of international visitors each year. This presents a valuable opportunity for advertisers to reach a global audience and promote their products or services. In conclusion, the Out-of-Home Advertising market in Mexico is developing rapidly due to changing customer preferences, the emergence of new trends, and favorable macroeconomic conditions. Advertisers are increasingly turning to digital signage and data analytics to enhance their campaigns, while also considering local regulations and sustainability. With a growing population and a strong economy, Mexico offers a promising market for out-of-home advertising.

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.