Out-of-Home Advertising - Worldwide

Out-of-Home Advertising market in the country in the world is projected to reach US$38.96bn in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising with a market volume of US$21.68bn in 2024.
In global comparison, United States will generate the highest ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to amount to US$5.03 in 2024.
Amidst digital advancements, Worldwide's Out-of-Home Advertising market sees a shift towards interactive and data-driven campaigns to engage consumers effectively.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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 & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

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

Customer preferences: Customers are increasingly drawn to out-of-home advertising due to its ability to reach a wide audience and create a lasting impression. With the rise of digital out-of-home advertising, customers are also attracted to the dynamic and interactive nature of these advertisements. Furthermore, customers appreciate the convenience and accessibility of out-of-home advertising, as it is visible 24/7 and can be easily integrated into their daily lives.

Trends in the market: One major trend in the Out-of-Home Advertising market in Worldwide is the increasing adoption of digital technology. Digital out-of-home advertising allows for more targeted and personalized campaigns, as well as real-time updates and interactive features. This trend is driven by advancements in technology and the growing demand for more engaging and immersive advertising experiences. Another trend in the market is the growing emphasis on data-driven advertising. Advertisers are leveraging data analytics and insights to better understand their target audience and optimize their campaigns. This includes using location data, demographic information, and consumer behavior data to deliver more relevant and impactful advertisements.

Local special circumstances: In different regions and countries, there are unique local circumstances that impact the Out-of-Home Advertising market. For example, in urban areas with high population density, there is a greater demand for out-of-home advertising due to the increased visibility and foot traffic. On the other hand, in rural areas, the market may be more limited due to lower population and limited infrastructure.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Worldwide is also influenced by underlying macroeconomic factors. For instance, a strong economy and consumer confidence tend to drive higher advertising spending, including out-of-home advertising. On the other hand, during economic downturns, advertisers may reduce their advertising budgets, impacting the market. In conclusion, the Out-of-Home Advertising market in Worldwide is experiencing growth and development due to customer preferences for wide reach and lasting impressions, as well as the adoption of digital technology and data-driven advertising. Local circumstances and macroeconomic factors also play a role in shaping the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.