Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Central Asia

Central Asia

Central Asia is expected to see the Traditional Out-of-Home Advertising market's ad spending reach US$102.50m in 2025.
The market is forecasted to experience an annual growth rate (CAGR 2025-2029) of 2.83%, leading to a projected market volume of US$114.60m by 2029.
In 2025, the average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$1.27.
Central Asia is experiencing a rise in demand for Traditional Out-of-Home Advertising, with local businesses leveraging billboards and signage for brand visibility.

Key regions: Germany, Europe, Asia, France, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in Central Asia is experiencing steady growth and development. Customer preferences in the region show a strong inclination towards traditional forms of advertising. Despite the rise of digital advertising, many consumers in Central Asia still value the visibility and impact of traditional out-of-home advertising. This preference can be attributed to a number of factors, including cultural norms and the relatively low internet penetration rates in the region. Trends in the market indicate an increasing demand for out-of-home advertising in Central Asia. This can be attributed to the rapid urbanization and infrastructure development taking place in many countries in the region. As cities expand and modernize, there is a greater need for advertising to reach a larger and more diverse audience. Traditional out-of-home advertising provides a cost-effective and efficient way to do this. Local special circumstances also contribute to the growth of the traditional out-of-home advertising market in Central Asia. For example, the region's unique geography and landscape offer opportunities for innovative and eye-catching advertising campaigns. From billboards along highways to large-scale displays in city centers, advertisers in Central Asia have the ability to create impactful and memorable campaigns that capture the attention of consumers. Underlying macroeconomic factors also play a role in the development of the traditional out-of-home advertising market in Central Asia. As the region's economies continue to grow, businesses are investing more in advertising to promote their products and services. Additionally, the presence of multinational companies and foreign investors in Central Asia has led to an increase in advertising spending. These factors contribute to the overall expansion of the traditional out-of-home advertising market in the region. In conclusion, the Traditional Out-of-Home Advertising market in Central Asia is growing and evolving due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As the region continues to develop and modernize, traditional out-of-home advertising remains a popular and effective way for businesses to reach their target audience.

Methodology

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.