Traditional Out-of-Home Advertising - CIS

In CIS, ad spending within the Traditional Out-of-Home Advertising market is forecasted to hit US$576.00m by 2024.
The sector is anticipated to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 5.47%, leading to a projected market size of US$792.80m by 2030.
The estimated average ad spending per capita in the Traditional Out-of-Home Advertising market is set to be US$2.37 in 2024.
In the CIS region, traditional out-of-home advertising remains a prominent marketing tool, leveraging cultural diversity and vast geographical coverage for brand visibility.

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 CIS is experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors are all contributing to this positive trajectory. Customer preferences in the CIS region have shifted towards more traditional forms of advertising, such as billboards, posters, and transit advertising. This can be attributed to several factors, including the effectiveness of out-of-home advertising in reaching a wide audience and creating brand awareness. Furthermore, customers in the CIS region value the tangible and visible nature of traditional out-of-home advertising, as it allows them to physically interact with the advertisements. One of the key trends in the Traditional Out-of-Home Advertising market in CIS is the increasing use of digital technology. Digital billboards and screens are becoming more prevalent in major cities, offering advertisers the opportunity to display dynamic and interactive content. This trend is driven by advancements in technology and the growing demand for more engaging advertising experiences. Additionally, the use of data analytics and audience measurement tools is enabling advertisers to target specific demographics and optimize their campaigns. Local special circumstances also play a role in the development of the Traditional Out-of-Home Advertising market in CIS. The region is known for its large urban centers, which attract a significant number of residents, commuters, and tourists. This concentration of people creates a prime opportunity for advertisers to reach a diverse and captive audience. Furthermore, the CIS region has a rich cultural heritage and a strong sense of community, which makes outdoor advertising a popular medium for promoting local events, festivals, and businesses. Underlying macroeconomic factors are also contributing to the growth of the Traditional Out-of-Home Advertising market in CIS. The region has experienced steady economic growth in recent years, resulting in increased consumer spending and business investment. This has led to a higher demand for advertising services, including traditional out-of-home advertising. Additionally, the CIS region is geographically diverse, with countries ranging from Russia to Kazakhstan, each with its own unique market dynamics. This diversity presents opportunities for advertisers to tailor their campaigns to specific local markets and target audience segments. In conclusion, the Traditional Out-of-Home Advertising market in CIS is developing and expanding due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As customer preferences shift towards traditional forms of advertising, the use of digital technology and data analytics is becoming more prevalent. The region's urban centers, cultural heritage, and strong economy further contribute to the growth of the market. Overall, the future looks promising for the Traditional Out-of-Home Advertising market in CIS.

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.