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

Out-of-Home Advertising market in Peru is expected to see ad spending reach US$50.35m by 2024.
The largest market within this market is Traditional Out-of-Home Advertising, with a market volume of US$35.91m in 2024.
When compared on a global scale, United States is anticipated to lead in ad spending with US$9.34bn in 2024.
The projected average ad spending per capita in the Out-of-Home Advertising market is US$1.45 in 2024.
Peru's Out-of-Home Advertising market is embracing digital transformation, with dynamic displays and interactive technologies gaining popularity in urban centers.

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 Peru is experiencing significant growth and development.

Customer preferences: Peruvian consumers are increasingly drawn to Out-of-Home Advertising due to its high visibility and impact. With the rise of digital technology, outdoor advertising has become more interactive and engaging, capturing the attention of passersby. Additionally, Peruvians appreciate the creativity and innovation that Out-of-Home Advertising offers, as it allows brands to communicate their message in a unique and memorable way.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Peru is the increasing use of digital displays. Digital billboards and screens are becoming more prevalent in urban areas, providing advertisers with the opportunity to deliver dynamic and targeted messages. This trend is driven by advancements in technology, which have made digital displays more affordable and accessible. Advertisers are also benefiting from the flexibility and real-time updating capabilities of digital signage, enabling them to adapt their campaigns to changing market conditions. Another trend in the market is the growing popularity of transit advertising. With the increasing urbanization and congestion in Peru's cities, more people are relying on public transportation. This presents a unique opportunity for advertisers to reach a captive audience through bus and subway ads. Transit advertising allows brands to target specific demographics and geographic areas, maximizing their exposure and impact.

Local special circumstances: Peru's vibrant tourism industry is a significant driver of the Out-of-Home Advertising market. The country attracts millions of international visitors each year, who are exposed to outdoor ads as they explore Peru's popular tourist destinations. This presents a valuable opportunity for advertisers to reach a diverse and global audience. Additionally, Peru's strong cultural heritage and natural beauty provide unique backdrops for outdoor advertising campaigns, further enhancing their effectiveness.

Underlying macroeconomic factors: Peru's strong economic growth and rising consumer spending are fueling the development of the Out-of-Home Advertising market. As the country's middle class expands, more people have disposable income to spend on goods and services. This has led to increased competition among brands to capture the attention of consumers, driving up the demand for advertising. Furthermore, Peru's stable political environment and favorable business climate have attracted foreign investment, further boosting the advertising industry. In conclusion, the Out-of-Home Advertising market in Peru is thriving due to customer preferences for high-impact and interactive advertising, as well as the growing popularity of digital displays and transit advertising. The country's vibrant tourism industry, strong economic growth, and favorable business climate are also contributing to the market's development. As Peruvian consumers continue to embrace outdoor advertising, the industry is expected to experience further growth and innovation in the coming years.

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.