The Traditional Out-of-Home Advertising market in Argentina is experiencing significant growth and development.
Customer preferences: In Argentina, customers have shown a strong preference for traditional out-of-home advertising methods. This includes billboards, transit advertising, and street furniture. These traditional methods have proven to be effective in reaching a wide audience and capturing attention. Customers appreciate the visibility and impact of these advertisements, as they are often located in high-traffic areas and can be seen by a large number of people.
Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Argentina is the increasing use of digital technology. Digital billboards and screens are becoming more common, allowing advertisers to display dynamic and engaging content. This trend is driven by advancements in technology and the desire to stand out in a crowded advertising landscape. Digital out-of-home advertising offers greater flexibility and creativity, enabling advertisers to target specific audiences and deliver more personalized messages. Another trend in the market is the integration of mobile advertising with traditional out-of-home advertising. This involves using mobile devices to enhance the effectiveness of out-of-home campaigns. For example, advertisers can include QR codes or NFC tags on billboards, allowing viewers to instantly access additional information or promotional offers. This integration of mobile and out-of-home advertising provides a seamless and interactive experience for customers, increasing engagement and driving results.
Local special circumstances: Argentina has a vibrant and bustling urban environment, with large cities like Buenos Aires attracting millions of residents and tourists. This creates a unique opportunity for out-of-home advertising, as there are numerous high-traffic areas where advertisements can be placed. Additionally, Argentina has a strong culture of outdoor activities and socializing, with people frequently spending time outside. This further enhances the effectiveness of out-of-home advertising, as it can reach a captive audience in public spaces.
Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Argentina can be attributed to several underlying macroeconomic factors. Firstly, the country has experienced a period of economic stability and growth, leading to increased consumer spending and confidence. This has resulted in higher advertising budgets and a greater willingness to invest in traditional advertising methods. Furthermore, Argentina has a large and growing middle class, which represents a significant consumer market. Advertisers recognize the importance of targeting this demographic, and traditional out-of-home advertising provides an effective way to reach them. Additionally, the country has a high level of urbanization, with a large proportion of the population living in cities. This concentration of people in urban areas creates a dense and captive audience for out-of-home advertising. In conclusion, the Traditional Out-of-Home Advertising market in Argentina is thriving due to customer preferences for traditional methods, the integration of digital technology, the use of mobile advertising, the unique local circumstances, and the underlying macroeconomic factors. This market is expected to continue growing as advertisers recognize the effectiveness and impact of out-of-home advertising in reaching a wide audience and driving results.
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.
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