Traditional Out-of-Home Advertising - Colombia

Colombia's Traditional Out-of-Home Advertising market is forecasted to reach US$79.80m in 2024.
The sector is anticipated to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 3.05%, leading to a market volume of US$95.55m by 2030.
The projected average ad spending per capita in the Traditional Out-of-Home Advertising market is US$1.52 in 2024.
Colombia's Traditional Out-of-Home Advertising market is seeing a resurgence, with increased investments in billboards and transit ads targeting urban 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 Colombia is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Colombian consumers have shown a strong preference for traditional out-of-home advertising methods, such as billboards, posters, and signage. This is due to the high visibility and reach of these advertising mediums, as well as their ability to effectively target a wide audience. Additionally, traditional out-of-home advertising allows for creative and eye-catching designs that capture consumers' attention and leave a lasting impression.

Trends in the market: One major trend in the Traditional Out-of-Home Advertising market in Colombia is the increasing use of digital technology. Digital billboards and signage are becoming more prevalent, offering dynamic and interactive advertising experiences. This trend is driven by advancements in technology and the growing demand for more engaging and personalized advertising content. Digital out-of-home advertising allows for real-time updates and targeted messaging, making it a highly effective marketing tool. Another trend in the market is the integration of traditional out-of-home advertising with online and mobile platforms. Advertisers are leveraging the power of digital connectivity to create integrated campaigns that span across multiple channels. This allows for greater brand exposure and engagement, as well as the ability to track and measure the effectiveness of advertising efforts.

Local special circumstances: Colombia's urban population and rapidly growing economy contribute to the development of the Traditional Out-of-Home Advertising market. With an increasing number of people living in cities, there is a greater demand for out-of-home advertising to reach and engage this urban population. Additionally, Colombia's strong economic growth has led to increased consumer spending and purchasing power, making it an attractive market for advertisers.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Colombia is also influenced by underlying macroeconomic factors. Colombia's stable political environment and favorable business climate encourage investment and business expansion. This creates opportunities for advertisers to expand their presence and reach in the country. Furthermore, the country's large and diverse population provides a wide customer base for advertisers to target. In conclusion, the Traditional Out-of-Home Advertising market in Colombia is experiencing growth and development due to changing customer preferences, such as a preference for traditional advertising methods, as well as the integration of digital technology and online platforms. Local special circumstances, such as Colombia's urban population and growing economy, further contribute to the market's development. Additionally, underlying macroeconomic factors, such as a stable political environment and favorable business climate, provide opportunities for advertisers to expand their presence in the country.

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.