Traditional Out-of-Home Advertising - El Salvador

El Salvador's Traditional Out-of-Home Advertising market is forecasted to reach US$8.91m in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.71%, leading to an estimated market size of US$11.08m by 2030.
The projected average ad spending per capita in the Traditional Out-of-Home Advertising market is US$1.39 in 2024.
Traditional Out-of-Home Advertising in El Salvador is experiencing a resurgence, with companies investing more in billboards and transit ads to reach a wider audience.

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 El Salvador is experiencing steady growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.

Customer preferences: In El Salvador, customers are increasingly drawn to traditional out-of-home advertising methods, such as billboards and transit advertisements, due to their ability to capture attention and reach a wide audience. This preference for traditional advertising methods is driven by the fact that many Salvadorans do not have access to the internet or rely on it as their primary source of information. Additionally, outdoor advertising allows for repeated exposure, making it an effective way to build brand awareness and recognition among the local population.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in El Salvador is the use of digital signage. Digital billboards and screens are becoming more prevalent in urban areas, offering advertisers the opportunity to display dynamic and interactive content. This trend is driven by advancements in technology and the increasing affordability of digital signage solutions. Advertisers are leveraging digital signage to deliver targeted messages, engage with consumers, and measure the effectiveness of their campaigns. Another emerging trend in the market is the integration of out-of-home advertising with mobile and online platforms. Advertisers are using QR codes, NFC technology, and geolocation targeting to connect with consumers in real-time and drive them to online platforms for further engagement. This trend is driven by the growing use of smartphones and the desire to create a seamless omnichannel experience for consumers.

Local special circumstances: El Salvador's population is predominantly urban, with a high concentration of people in major cities such as San Salvador. This urbanization trend creates a favorable environment for out-of-home advertising, as there is a large captive audience in these areas. Additionally, El Salvador has a strong tourism industry, attracting visitors from around the world. Outdoor advertising plays a crucial role in reaching these tourists and promoting local businesses and attractions.

Underlying macroeconomic factors: El Salvador has experienced stable economic growth in recent years, which has contributed to the development of the Traditional Out-of-Home Advertising market. A growing economy means increased consumer spending and business investments, leading to higher demand for advertising services. Furthermore, El Salvador has a relatively low cost of living compared to other countries in the region, making it an attractive market for advertisers looking to reach a large audience at a lower cost. In conclusion, the Traditional Out-of-Home Advertising market in El Salvador is growing due to customer preferences for traditional advertising methods, emerging trends such as digital signage and integration with online platforms, local special circumstances such as urbanization and tourism, and underlying macroeconomic factors such as stable economic growth and a lower cost of living. Advertisers in El Salvador are leveraging these factors to effectively reach and engage with their target audience.

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.