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

Traditional Out-of-Home Advertising - Georgia

Georgia

Georgia's Traditional Out-of-Home Advertising market is forecasted to reach US$4.74m in 2024.
The sector is anticipated to demonstrate a Compound Annual Growth Rate (CAGR 2024-2029) of 5.04%, leading to an estimated market size of US$6.06m by 2029.
The expected average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$1.27 in 2024.
In Georgia, the resurgence of traditional out-of-home advertising is evident, with brands leveraging iconic landmarks for impactful campaigns in the advertising market.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in Georgia is experiencing significant growth and development.

Customer preferences: Customers in Georgia are increasingly drawn to traditional out-of-home advertising methods such as billboards, transit advertising, and street furniture. This preference can be attributed to the fact that these forms of advertising are highly visible and can reach a wide audience. Additionally, customers appreciate the creativity and impact of traditional out-of-home advertising, as it allows for eye-catching visuals and engaging messages.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Georgia is the integration of digital technology. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to deliver dynamic and targeted messages. This trend is driven by advancements in technology and the increasing demand for personalized advertising. Additionally, the use of data analytics and audience measurement tools is enabling advertisers to better understand the effectiveness of their campaigns and optimize their strategies accordingly. Another trend in the market is the increasing focus on sustainability and environmental responsibility. Advertisers are exploring eco-friendly materials and practices to reduce the environmental impact of their out-of-home advertising campaigns. This trend aligns with the growing global awareness of environmental issues and the desire for businesses to operate in a more sustainable manner.

Local special circumstances: Georgia's unique cultural and historical heritage plays a significant role in shaping the Traditional Out-of-Home Advertising market. Advertisers often incorporate traditional Georgian elements and aesthetics in their campaigns to resonate with the local population. This approach not only appeals to the sense of pride and identity among Georgians but also helps create a sense of familiarity and connection with the advertised products or services.

Underlying macroeconomic factors: The strong economic growth in Georgia is a key driver of the development in the Traditional Out-of-Home Advertising market. As the economy expands, businesses are increasing their advertising budgets to capitalize on the growing consumer demand. This has resulted in increased competition among advertisers, leading to more innovative and impactful out-of-home advertising campaigns. Furthermore, the government's focus on promoting tourism and attracting foreign investment has created opportunities for advertisers to target both domestic and international audiences. The influx of tourists and expatriates in Georgia has contributed to the growth of the Traditional Out-of-Home Advertising market, as businesses seek to capture the attention of these transient populations. In conclusion, the Traditional Out-of-Home Advertising market in Georgia is witnessing significant growth and development. Customer preferences for traditional out-of-home advertising methods, the integration of digital technology, and the focus on sustainability are driving the market trends. The unique cultural heritage of Georgia and the strong macroeconomic factors further contribute to the growth of the market.

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.