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

Traditional Out-of-Home Advertising - North America

North America

Ad spending in the Traditional Out-of-Home Advertising market in North America is forecasted to hit US$5.82bn in 2024.
The sector is anticipated to experience a compound annual growth rate (CAGR 2024-2029) of 2.92%, leading to an estimated market size of US$5.82bn by 2029.
The projected average ad spending per capita in the Traditional Out-of-Home Advertising market is US$11.41 in 2024.
In North America, the trend in Traditional Out-of-Home Advertising is shifting towards digital billboards and interactive displays to engage consumers effectively.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in North America has been experiencing steady growth in recent years, driven by customer preferences for physical advertisements and the unique local special circumstances in the region.

Customer preferences: Customers in North America have shown a strong preference for traditional out-of-home advertising methods, such as billboards, transit advertising, and street furniture. Despite the rise of digital advertising, many consumers still appreciate the tangible and visual impact of physical advertisements. This preference is reflected in the continued demand for traditional out-of-home advertising in the region.

Trends in the market: One of the key trends in the North American traditional out-of-home advertising market is the integration of digital technology. Digital billboards and interactive displays are becoming increasingly common, allowing advertisers to deliver dynamic and targeted messages to consumers. This trend is driven by the desire to capture the attention of tech-savvy consumers and provide more engaging and interactive advertising experiences. Another trend in the market is the increasing use of data and analytics to inform advertising strategies. Advertisers are leveraging technology to collect and analyze data on consumer behavior, demographics, and preferences. This data-driven approach allows advertisers to target specific audiences more effectively and optimize their advertising campaigns for maximum impact.

Local special circumstances: North America has a highly developed transportation infrastructure, with extensive road networks and public transportation systems. This provides advertisers with numerous opportunities to reach a large and diverse audience through transit advertising. Buses, trains, and subway stations are popular locations for advertising campaigns, as they attract a high volume of commuters and travelers. Furthermore, North America has a vibrant and competitive retail industry, with numerous shopping malls, retail centers, and urban shopping districts. These retail environments offer prime locations for out-of-home advertising, as they attract a large number of consumers who are already in a shopping mindset.

Underlying macroeconomic factors: The strong and stable economy in North America has contributed to the growth of the traditional out-of-home advertising market. With a high level of consumer spending and business activity, advertisers see value in investing in physical advertisements to reach their target audience. Additionally, the region's large population and diverse demographics provide advertisers with a wide range of potential customers to target. In conclusion, the Traditional Out-of-Home Advertising market in North America is developing in response to customer preferences for physical advertisements, the integration of digital technology, and the unique local special circumstances in the region. The market is also influenced by the strong and stable macroeconomic factors in North America, which support the growth of the advertising industry.

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.