Traditional Out-of-Home Advertising - Americas

Ad spending in the Traditional Out-of-Home Advertising market in the Americas is forecasted to reach US$6.55bn in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.72%, leading to a projected market volume of US$7.70bn by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$6.44 in 2024.
In the Americas, the rise of digital billboards is reshaping the traditional out-of-home advertising landscape, offering dynamic and targeted messaging to consumers.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Americas is experiencing significant growth and development due to several key factors.

Customer preferences: Customers in the Americas region have shown a strong preference for traditional out-of-home advertising methods, such as billboards, transit advertising, and street furniture. These methods have proven to be effective in reaching a wide audience and creating brand awareness. Additionally, customers appreciate the visual impact and creative opportunities that traditional out-of-home advertising offers.

Trends in the market: One major trend in the Traditional Out-of-Home Advertising market in Americas is the increasing use of digital technology. Digital billboards and interactive displays are becoming more popular, allowing advertisers to deliver dynamic and engaging content to consumers. This trend is driven by advancements in technology and the desire to capture the attention of a digitally-savvy audience. Another trend is the integration of data and analytics into out-of-home advertising campaigns. Advertisers are leveraging data to better understand their target audience and optimize their campaigns. This includes using location data to target specific demographics and measuring the effectiveness of campaigns through metrics such as foot traffic and engagement.

Local special circumstances: In the Americas, there are unique local circumstances that contribute to the growth of the Traditional Out-of-Home Advertising market. For example, the vast size and diverse population of the region provide ample opportunities for advertisers to reach a wide audience. Additionally, the high levels of urbanization in many countries in the Americas create a dense population that is exposed to out-of-home advertising on a daily basis.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Americas is also influenced by underlying macroeconomic factors. For instance, the strong economic growth in several countries in the region has led to increased consumer spending and advertising budgets. This allows advertisers to invest more in out-of-home advertising campaigns. Furthermore, the stability of the political and regulatory environment in many countries in the Americas provides a favorable business environment for advertisers. In conclusion, the Traditional Out-of-Home Advertising market in Americas is experiencing growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The use of traditional out-of-home advertising methods, integration of digital technology and data analytics, unique local circumstances, and favorable macroeconomic conditions all contribute to the expansion of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

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.