Printed Billboard - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

The Printed Billboard Market size is estimated at USD 10.62 billion in 2024, and is expected to reach USD 13.20 billion by 2029, growing at a CAGR of 4.45% during the forecast period (2024-2029).

Billboards, typically printed on paper or fabric, serve as a prominent advertising medium for businesses. Positioned strategically outdoors, they aim to boost brand visibility. The growing emphasis on printed billboards, designed to catch the eye of passersby, has fueled a notable growth in the market.

Key Highlights

• Traditional billboards, whether static or dynamic, are increasingly favored for their broad reach and creative impact. The adoption of glossy paper, especially effective for short-term campaigns, finds its prime placement on bustling roads and intersections, amplifying the global demand for printed billboards.
• Driven by the benefits they offer in boosting brand visibility and engaging audiences, the demand for printed billboards is notably on the rise, especially in regions like North America and Asia-Pacific. Companies like Yesco are at the forefront, offering visually appealing billboards tailored for outdoor advertising.
• Industries spanning retail, banking, and insurance are turning to traditional billboards to bolster their brand presence and tap into wider customer bases. Data from the Out of Home Advertising Association of America (OAAA) reveals a 6.8% increase in out-of-home advertising revenue, encompassing static billboards, in the first quarter of 2024 compared to the previous year.
• While the printed billboard market is currently thriving, it faces a looming challenge from the rising popularity of digital and LED billboards. Digital billboards, with their lower production costs and enhanced flexibility in design updates, are increasingly becoming the preferred choice for advertisers.

Printed Billboard Market Trends

Surge in Demand for Vinyl Billboards for Advertising Purposes

• Vinyl billboards, crafted from durable polyvinyl chloride (PVC), boast resilience against harsh conditions. They feature UV-protected, waterproof layers, ensuring they endure winds, sun, heat, and heavy rains, making them a prevalent choice for out-of-home advertising. Notably, companies like Yesco leverage top-tier inks to craft bespoke vinyl billboards, catering to diverse widths, thus fueling market demand.
• Their popularity stems not only from their size but also from the surge in billboard contracts tailored to fit diverse country-specific regulations, driving the industry's growth.
• Compared to traditional billboards, vinyl billboards shine brighter and offer a more cost-effective advertising solution. Moreover, their eco-friendly nature shines through in their reusability; post-advertisement, the vinyl can be repurposed into tarps or covers, offering energy conservation and a reduced carbon footprint.
• Marketers favor vinyl billboards for their prolonged exposure and attention-grabbing formats, providing a competitive edge in advertising strategies. In 2023, the OAAA data showed a 2.1% increase in out-of-home advertising revenue, underlining the growing brand investments in both static and digital billboards as marketers seek potent customer engagement avenues.

Asia-Pacific Expected to be the Largest Market

• The demand for printed billboard advertisements is surging in Asian markets, particularly in countries like India and China. These billboards offer brands high-quality visibility, helping them tap into broader customer bases. Given India's vast size, growing population, and evolving advertising landscape, the country presents a significant growth opportunity for printed billboard advertising.
• Moreover, the Asian region is experiencing a wave of innovation in printed billboard advertising, fueling demand from businesses. For instance, in April 2024, Finolex Cables, a prominent electrical manufacturer from India, rolled out a cutting-edge billboard under their campaign "No Stress: Finolex," employing a comprehensive 360-degree advertising strategy to maximize its audience reach.
• As industries like retail, banking, and real estate in the region evolve, so do their outdoor advertising strategies, leading to an increased appetite for printed billboards. Notably, the market for printed billboards in public spaces, like streets and highways, is fiercely competitive in nations such as India and China, primarily due to the premium prices these spaces command, ensuring advertisers reach their desired demographics.
• Many regional companies are launching innovative printed billboard campaigns to captivate their target audiences, further fueling the market's growth. For instance, in May 2024, SW Network, an advertising agency, collaborated with Flipkart, a leading Indian e-commerce giant, to unveil a unique flying billboard in Mumbai, showcasing Samsung's 'lightest' smartphone.

Printed Billboard Industry Overview

The printed billboard market features a fragmented landscape, with key players like Lamar Advertising Company, JCDeaux, OOH Media, and Outfront Media Inc. bolstering their market presence by offering billboards in diverse sizes and formats. These companies are increasingly utilizing three-dimensional props to create impactful advertisements that capture customer attention.

• November 2023: Lamar Advertising Company, a US-based firm, secured a 7-year extension for its airport advertising contract at St. Louis Lambert International Airport. Lamar plans to revamp the airport's existing static advertisement displays as part of the deal.
• November 2023: JCDeaux SE, headquartered in France, saw its subsidiary, JCDeaux Top Media, merge with Grupo Publigrafik's outdoor advertising division in Central America. This strategic move is poised to unlock fresh avenues for both entities, enhancing their capabilities in targeted billboard advertising solutions.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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