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

Ad spending in the Out-of-Home Advertising market in NAFTA is forecasted to reach US$10.41bn in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising with a market volume of US$5.82bn in 2024.
When compared globally, the highest ad spending is expected to come from United States, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$20.40 in 2024.
In the NAFTA region, Out-of-Home Advertising is leveraging digital technology to target consumers effectively and enhance brand visibility in key locations.

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 NAFTA is experiencing steady growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In recent years, there has been a shift in customer preferences towards more engaging and interactive advertising experiences. Customers are increasingly seeking out-of-home advertising that not only captures their attention but also provides value and entertainment. This has led to the rise of digital out-of-home advertising, which allows for dynamic and interactive content that can be customized to target specific audiences. Additionally, customers are also showing a preference for out-of-home advertising that is integrated with other marketing channels, such as social media and mobile advertising, to create a seamless and personalized brand experience.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in NAFTA is the increasing use of data and analytics to optimize advertising campaigns. Advertisers are leveraging data to better understand their target audience and deliver more targeted and relevant messages. This trend is driven by advancements in technology and the availability of data from various sources, including mobile devices and social media platforms. By analyzing this data, advertisers can identify the most effective locations, formats, and content for their out-of-home advertising campaigns, resulting in higher engagement and ROI. Another trend in the market is the growing adoption of programmatic advertising in out-of-home media buying. Programmatic advertising allows for real-time bidding and automated buying of out-of-home advertising inventory, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing digitization of out-of-home advertising inventory and the desire for advertisers to have more control and transparency in their media buying process.

Local special circumstances: The Out-of-Home Advertising market in NAFTA is influenced by several local special circumstances. For example, the United States, as the largest economy in the region, has a highly developed out-of-home advertising market with a wide range of formats and locations. The market is characterized by intense competition among media owners and advertisers, driving innovation and investment in new technologies and creative solutions. In Canada, the out-of-home advertising market is also well-established, with a strong presence of digital signage and transit advertising. Mexico, on the other hand, is experiencing rapid urbanization and infrastructure development, creating new opportunities for out-of-home advertising in emerging cities.

Underlying macroeconomic factors: The growth and development of the Out-of-Home Advertising market in NAFTA are also influenced by underlying macroeconomic factors. Economic stability and consumer confidence play a crucial role in driving advertising spending, as businesses are more willing to invest in marketing when the economy is performing well. Additionally, population growth and urbanization contribute to the expansion of the out-of-home advertising market, as more people are exposed to advertising messages in public spaces. Lastly, technological advancements and the increasing penetration of smartphones and digital devices are driving the demand for digital out-of-home advertising, as advertisers seek to reach consumers in their everyday lives. In conclusion, the Out-of-Home Advertising market in NAFTA is growing and evolving due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly focused on delivering engaging and interactive experiences, leveraging data and analytics, and adopting programmatic advertising. The market is characterized by intense competition, innovation, and investment in new technologies. Economic stability, population growth, urbanization, and technological advancements are key drivers of the market's development.

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.