The Traditional Out-of-Home Advertising market in G7 is experiencing significant growth and development due to changing customer preferences, emerging trends, and local special circumstances.
Customer preferences: Customers in the G7 countries have shown a growing preference for traditional out-of-home advertising methods such as billboards, transit advertisements, and street furniture. This is due to the effectiveness of these mediums in reaching a wide audience and generating brand awareness. Additionally, customers appreciate the non-intrusive nature of traditional out-of-home advertising, as it does not interrupt their online browsing experience or require them to actively engage with the advertisement.
Trends in the market: One notable trend in the G7 Traditional Out-of-Home Advertising market is the increasing use of digital technologies. Digital billboards and screens are becoming more prevalent, allowing advertisers to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to capture consumers' attention in a crowded advertising landscape. Digital out-of-home advertising offers greater flexibility and creativity in terms of content and messaging, making it an attractive option for advertisers. Another trend in the market is the integration of data and analytics. Advertisers are leveraging data to better understand their target audience and optimize their out-of-home advertising campaigns. By analyzing data on consumer behavior, demographics, and location, advertisers can tailor their messaging and placement to maximize impact. This trend is driven by the increasing availability of data and the desire for more measurable and targeted advertising strategies.
Local special circumstances: Each G7 country has its own unique set of circumstances that impact the Traditional Out-of-Home Advertising market. For example, in the United States, the vast size of the country and the prevalence of car culture make billboards an effective medium for reaching a wide audience. In Japan, where public transportation is heavily used, transit advertisements are a popular choice for advertisers. These local special circumstances influence the types of out-of-home advertising methods that are most effective in each country.
Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in the G7 is also influenced by underlying macroeconomic factors. For example, the overall economic growth and stability in these countries create a favorable environment for advertising spending. When businesses are doing well, they are more likely to invest in advertising to promote their products and services. Additionally, the increasing urbanization and population growth in some G7 countries contribute to the demand for out-of-home advertising as more people are exposed to these advertisements in public spaces. In conclusion, the Traditional Out-of-Home Advertising market in the G7 is developing due to changing customer preferences, emerging trends such as the use of digital technologies and data analytics, local special circumstances, and underlying macroeconomic factors. Advertisers are finding value in traditional out-of-home advertising methods and are adapting to new technologies and consumer behaviors to maximize the impact of their campaigns.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
