The out-of-home advertising market size has grown strongly in recent years. It will grow from $33.9 billion in 2024 to $35.79 billion in 2025 at a compound annual growth rate (CAGR) of 5.6%. The growth in the historic period can be attributed to rapid economic growth in emerging markets, rise of globalization, rise in transit advertising and rapid technology development.
The out-of-home advertising market size is expected to see steady growth in the next few years. It will grow to $43.15 billion in 2029 at a compound annual growth rate (CAGR) of 4.8%. The growth in the forecast period can be attributed to rising urbanization, adoption of programmatic digital display advertisements, increase government spending on out-of-home advertising and growing digital out-of-home advertising. Major trends in the forecast period include investing in digital platforms to enhance viewers experience, offering interactive advertisements, consider deploying artificial intelligence in the ads, and offering mobile integrated advertising to increase customer interaction and exploring media business with digital transformation.
The expansion of the out-of-home advertising market can be attributed to the increasing urban population. The surge in urban residents contributes to elevated traffic congestion and longer waiting times. According to the INRIX 2020 Global Traffic Scorecard, London emerged as the most congested city in the UK. As of December 2022, the United Nations Conference on Trade and Development reported that the global urban population share was projected to reach 56.5% in 2021, with developed nations having a higher percentage (79.5%) compared to developing nations (51.8%). The UN World Urbanization Prospects revision anticipates a global urban population increase to 68% by 2050, with significant growth in India, China, and Nigeria. This rise in urban population, contributing to heightened traffic congestion, is a key driver of the out-of-home advertising market.
The anticipated growth in the out-of-home advertising market is further fueled by the expanding advertising budgets. Advertising budgets represent planned financial resources allocated by individuals, corporations, or organizations to promote their products, services, or ideas through advertising and marketing initiatives. Out-of-home advertising plays a crucial role in these budgets, offering a blend of reach, impact, and cost-effectiveness. Its role is typically tailored to the specific marketing goals and target audience of a company or organization, often integrated into broader advertising campaigns. For instance, in August 2022, OpenText Corporation, a Canada-based enterprise data management software developer, reported advertising expenditures of $59.6 million, $52.9 million, and $32.1 million for fiscal years 2022, 2021, and 2020, respectively. This upward trend in advertising budgets is a significant driver for the out-of-home advertising market.
Artificial intelligence is increasingly becoming a staple for companies in their advertising strategies. The key applications and advantages of employing artificial intelligence in digital out-of-home advertising lie in its ability to facilitate agile and data-driven campaigns. A noteworthy example is McDonald’s use of data, such as weather conditions and time of day, to prompt consumers to indulge in ice cream sundaes on hot days. Conversely, Coca-Cola strategically promoted smart water when temperatures exceeded 21 degrees. Virgin Trains also leveraged real-time traffic data to demonstrate to motorists how much quicker their journey could have been by using trains. Thus, the integration of AI and automation enables the optimization of ads, creatively adapting them based on real-time data.
Major players in the out-of-home advertising market are increasingly focusing on strategic collaborations to better cater to the needs of their existing consumer base. Strategic collaborations involve agreements between two or more separate companies to work together toward mutually agreed-upon goals. For instance, in January 2023, Daktronics Inc., a US-based out-of-home advertising company, entered into a partnership with Elan Media Partners. This collaboration aimed to design, produce, and install 38 digital LED displays at Doha Out of Home (OOH) sites in the fall of 2022. These displays, strategically placed in some of Doha's busiest neighborhoods, played a crucial role in supporting numerous marketers and sponsors during a global event attended by millions. The screens offered exceptionally sharp and dynamic graphics with millions of hues, enhancing the vibrancy of businesses' creativity and intended messaging.
In May 2024, Broadsign, a Canada-based software company, acquired OutMoove for an undisclosed amount. The goal of Broadsign's acquisition is to enhance its digital out-of-home (DOOH) advertising ecosystem by leveraging OutMoove's specialized demand-side platform (DSP) technology and expertise. OutMoove, based in the Netherlands, is a digital out-of-home (DOOH) demand-side platform known for its user-friendly, real-time outdoor advertising buying platform that utilizes the language and metrics of outdoor advertising.
Major companies operating in the out-of-home advertising market include JCDecaux Group, Clear Channel Outdoor Holdings, Inc, Lamar Advertising Company, OUTFRONT Media Inc, Focus Media Information Technology, Stroer SE & Co KGaA, Daktronics Inc, oOh!media Limited, APG SGA, Exterion Media Group, Broadsign International LLC, Talon Outdoor Ltd, Eye Media LLC, Wall Gmbh, DSM Deutsche Städte Medien Gmbh, Ströer Media Deutschland Gmbh, Blowup Media Gmbh, Externa Spa, Mediakom SRL, RMAA Group, Transit Media Group, SUN OOH Media, Adboard Media, MK OOH Media, Interbus, Screen Media, Adquick, Sizmek Technologies, Inc, Intersection Media Holdings, Inc, Pattison Outdoor Advertising Limited Partnership, Newad Media Inc, Astral Media Outdoor, L.P, Cameron Advertising Displays Limited, Eletromidia SA, One Brasil Midia Interativa SA, J.Chebly Empreendimentos De Publicidade SA, Chase Marketing Promocoes E Eventos Ltda, Plamarc Ltda, Ykone, Jeddah, Cdecaux SA, Posterscope, Sharp NEC Display Solutions, Hills Advertising L.L.C, Backlite Media, 365 Digital, Primedia Outdoor.
Asia-Pacific was the largest region in the out-of-home advertising market in 2024. North America was the second largest region in the global out-of-home advertising market share. The regions covered in the out-of-home advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the out-of-home advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.
Out-of-home advertising, also recognized as outdoor advertising, involves delivering messages to consumers when they are away from their residences. This form of advertising aims to promote a business's products and services effectively in order to attract new customers.
Various types of out-of-home advertising include billboards, transport, street furniture, transit displays, and more. Billboards, for instance, are expansive outdoor advertising structures often situated in high-traffic locations such as major roads. These advertising platforms come in static and digital formats and are utilized by diverse industries, including the food and beverage sector, automotive industry, health and medical field, commercial and personal services, consumer goods, and others.
The out-of-home advertising market research report is one of a series of new reports that provides out-of-home advertising market statistics, including out-of-home advertising industry global market size, regional shares, competitors with an out-of-home advertising market share, detailed out-of-home advertising market segments, market trends and opportunities, and any further data you may need to thrive in the out-of-home advertising industry. This out-of-home advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future state of the industry.
The Out-of-Home Advertising market consists of revenue earned by entities by providing services such as planning, developing, creating and managing advertisement and promotional activities in out of home advertisement facilities. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
The out-of-home advertising market size is expected to see steady growth in the next few years. It will grow to $43.15 billion in 2029 at a compound annual growth rate (CAGR) of 4.8%. The growth in the forecast period can be attributed to rising urbanization, adoption of programmatic digital display advertisements, increase government spending on out-of-home advertising and growing digital out-of-home advertising. Major trends in the forecast period include investing in digital platforms to enhance viewers experience, offering interactive advertisements, consider deploying artificial intelligence in the ads, and offering mobile integrated advertising to increase customer interaction and exploring media business with digital transformation.
The expansion of the out-of-home advertising market can be attributed to the increasing urban population. The surge in urban residents contributes to elevated traffic congestion and longer waiting times. According to the INRIX 2020 Global Traffic Scorecard, London emerged as the most congested city in the UK. As of December 2022, the United Nations Conference on Trade and Development reported that the global urban population share was projected to reach 56.5% in 2021, with developed nations having a higher percentage (79.5%) compared to developing nations (51.8%). The UN World Urbanization Prospects revision anticipates a global urban population increase to 68% by 2050, with significant growth in India, China, and Nigeria. This rise in urban population, contributing to heightened traffic congestion, is a key driver of the out-of-home advertising market.
The anticipated growth in the out-of-home advertising market is further fueled by the expanding advertising budgets. Advertising budgets represent planned financial resources allocated by individuals, corporations, or organizations to promote their products, services, or ideas through advertising and marketing initiatives. Out-of-home advertising plays a crucial role in these budgets, offering a blend of reach, impact, and cost-effectiveness. Its role is typically tailored to the specific marketing goals and target audience of a company or organization, often integrated into broader advertising campaigns. For instance, in August 2022, OpenText Corporation, a Canada-based enterprise data management software developer, reported advertising expenditures of $59.6 million, $52.9 million, and $32.1 million for fiscal years 2022, 2021, and 2020, respectively. This upward trend in advertising budgets is a significant driver for the out-of-home advertising market.
Artificial intelligence is increasingly becoming a staple for companies in their advertising strategies. The key applications and advantages of employing artificial intelligence in digital out-of-home advertising lie in its ability to facilitate agile and data-driven campaigns. A noteworthy example is McDonald’s use of data, such as weather conditions and time of day, to prompt consumers to indulge in ice cream sundaes on hot days. Conversely, Coca-Cola strategically promoted smart water when temperatures exceeded 21 degrees. Virgin Trains also leveraged real-time traffic data to demonstrate to motorists how much quicker their journey could have been by using trains. Thus, the integration of AI and automation enables the optimization of ads, creatively adapting them based on real-time data.
Major players in the out-of-home advertising market are increasingly focusing on strategic collaborations to better cater to the needs of their existing consumer base. Strategic collaborations involve agreements between two or more separate companies to work together toward mutually agreed-upon goals. For instance, in January 2023, Daktronics Inc., a US-based out-of-home advertising company, entered into a partnership with Elan Media Partners. This collaboration aimed to design, produce, and install 38 digital LED displays at Doha Out of Home (OOH) sites in the fall of 2022. These displays, strategically placed in some of Doha's busiest neighborhoods, played a crucial role in supporting numerous marketers and sponsors during a global event attended by millions. The screens offered exceptionally sharp and dynamic graphics with millions of hues, enhancing the vibrancy of businesses' creativity and intended messaging.
In May 2024, Broadsign, a Canada-based software company, acquired OutMoove for an undisclosed amount. The goal of Broadsign's acquisition is to enhance its digital out-of-home (DOOH) advertising ecosystem by leveraging OutMoove's specialized demand-side platform (DSP) technology and expertise. OutMoove, based in the Netherlands, is a digital out-of-home (DOOH) demand-side platform known for its user-friendly, real-time outdoor advertising buying platform that utilizes the language and metrics of outdoor advertising.
Major companies operating in the out-of-home advertising market include JCDecaux Group, Clear Channel Outdoor Holdings, Inc, Lamar Advertising Company, OUTFRONT Media Inc, Focus Media Information Technology, Stroer SE & Co KGaA, Daktronics Inc, oOh!media Limited, APG SGA, Exterion Media Group, Broadsign International LLC, Talon Outdoor Ltd, Eye Media LLC, Wall Gmbh, DSM Deutsche Städte Medien Gmbh, Ströer Media Deutschland Gmbh, Blowup Media Gmbh, Externa Spa, Mediakom SRL, RMAA Group, Transit Media Group, SUN OOH Media, Adboard Media, MK OOH Media, Interbus, Screen Media, Adquick, Sizmek Technologies, Inc, Intersection Media Holdings, Inc, Pattison Outdoor Advertising Limited Partnership, Newad Media Inc, Astral Media Outdoor, L.P, Cameron Advertising Displays Limited, Eletromidia SA, One Brasil Midia Interativa SA, J.Chebly Empreendimentos De Publicidade SA, Chase Marketing Promocoes E Eventos Ltda, Plamarc Ltda, Ykone, Jeddah, Cdecaux SA, Posterscope, Sharp NEC Display Solutions, Hills Advertising L.L.C, Backlite Media, 365 Digital, Primedia Outdoor.
Asia-Pacific was the largest region in the out-of-home advertising market in 2024. North America was the second largest region in the global out-of-home advertising market share. The regions covered in the out-of-home advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the out-of-home advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Canada, Spain.
Out-of-home advertising, also recognized as outdoor advertising, involves delivering messages to consumers when they are away from their residences. This form of advertising aims to promote a business's products and services effectively in order to attract new customers.
Various types of out-of-home advertising include billboards, transport, street furniture, transit displays, and more. Billboards, for instance, are expansive outdoor advertising structures often situated in high-traffic locations such as major roads. These advertising platforms come in static and digital formats and are utilized by diverse industries, including the food and beverage sector, automotive industry, health and medical field, commercial and personal services, consumer goods, and others.
The out-of-home advertising market research report is one of a series of new reports that provides out-of-home advertising market statistics, including out-of-home advertising industry global market size, regional shares, competitors with an out-of-home advertising market share, detailed out-of-home advertising market segments, market trends and opportunities, and any further data you may need to thrive in the out-of-home advertising industry. This out-of-home advertising market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future state of the industry.
The Out-of-Home Advertising market consists of revenue earned by entities by providing services such as planning, developing, creating and managing advertisement and promotional activities in out of home advertisement facilities. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 3-5 business days.
Table of Contents
1. Executive Summary2. Out-of-Home Advertising Market Characteristics3. Out-of-Home Advertising Market Trends and Strategies4. Out-of-Home Advertising Market - Macro Economic Scenario including the impact of Interest Rates, Inflation, Geopolitics and Covid and Recovery on the Market32. Global Out-of-Home Advertising Market Competitive Benchmarking and Dashboard33. Key Mergers and Acquisitions in the Out-of-Home Advertising Market34. Recent Developments in the Out-of-Home Advertising Market
5. Global Out-of-Home Advertising Growth Analysis and Strategic Analysis Framework
6. Out-of-Home Advertising Market Segmentation
7. Out-of-Home Advertising Market Regional and Country Analysis
8. Asia-Pacific Out-of-Home Advertising Market
9. China Out-of-Home Advertising Market
10. India Out-of-Home Advertising Market
11. Japan Out-of-Home Advertising Market
12. Australia Out-of-Home Advertising Market
13. Indonesia Out-of-Home Advertising Market
14. South Korea Out-of-Home Advertising Market
15. Western Europe Out-of-Home Advertising Market
16. UK Out-of-Home Advertising Market
17. Germany Out-of-Home Advertising Market
18. France Out-of-Home Advertising Market
19. Italy Out-of-Home Advertising Market
20. Spain Out-of-Home Advertising Market
21. Eastern Europe Out-of-Home Advertising Market
22. Russia Out-of-Home Advertising Market
23. North America Out-of-Home Advertising Market
24. USA Out-of-Home Advertising Market
25. Canada Out-of-Home Advertising Market
26. South America Out-of-Home Advertising Market
27. Brazil Out-of-Home Advertising Market
28. Middle East Out-of-Home Advertising Market
29. Africa Out-of-Home Advertising Market
30. Out-of-Home Advertising Market Competitive Landscape and Company Profiles
31. Out-of-Home Advertising Market Other Major and Innovative Companies
35. Out-of-Home Advertising Market High Potential Countries, Segments and Strategies
36. Appendix
Executive Summary
Out-of-Home Advertising Global Market Report 2025 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses on out-of-home advertising market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for out-of-home advertising? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward? The out-of-home advertising market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include:
- The forecasts are made after considering the major factors currently impacting the market. These include the Russia-Ukraine war, rising inflation, higher interest rates, and the legacy of the COVID-19 pandemic.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth. It covers the growth trajectory of COVID-19 for all regions, key developed countries and major emerging markets.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The trends and strategies section analyses the shape of the market as it emerges from the crisis and suggests how companies can grow as the market recovers.
Scope
Markets Covered:
1) By Type: Billboard, Street Furniture, Transit, Other Types2) By Platform: Static, Digital
3) By End User: Vehicle Industry, Food & Beverage Industry, Commercial and Personal Services, Consumer Goods, Health and Medical Industry and Others
Subsegments:
1) By Billboard: Digital Billboards; Static Billboards; Mobile Billboards2) By Street Furniture: Bus Shelters; Kiosks; Benches
3) By Transit: Airport Advertising; Bus and Train Wraps; Taxi and Rideshare Advertising
4) By Other Types: Digital Place-Based Media; Arena and Stadium Advertising; Cinema Advertising
Key Companies Mentioned: JCDecaux Group; Clear Channel Outdoor Holdings, Inc; Lamar Advertising Company; OUTFRONT Media Inc; Focus Media Information Technology
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Russia; South Korea; UK; USA; Canada; Italy; Spain
Regions: Asia-Pacific; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: PDF, Word and Excel Data Dashboard.
Companies Mentioned
- JCDecaux Group
- Clear Channel Outdoor Holdings, Inc
- Lamar Advertising Company
- OUTFRONT Media Inc
- Focus Media Information Technology
- Stroer SE & Co KGaA
- Daktronics Inc
- oOh!media Limited
- APG SGA
- Exterion Media Group
- Broadsign International LLC
- Talon Outdoor Ltd
- Eye Media LLC
- Wall Gmbh
- DSM Deutsche Städte Medien Gmbh
- Ströer Media Deutschland Gmbh
- Blowup Media Gmbh
- Externa Spa
- Mediakom SRL
- RMAA Group
- Transit Media Group
- SUN OOH Media
- Adboard Media
- MK OOH Media
- Interbus
- Screen Media
- Adquick
- Sizmek Technologies, Inc
- Intersection Media Holdings, Inc
- Pattison Outdoor Advertising Limited Partnership
- Newad Media Inc
- Astral Media Outdoor, L.P
- Cameron Advertising Displays Limited
- Eletromidia SA
- One Brasil Midia Interativa SA
- J.Chebly Empreendimentos De Publicidade SA
- Chase Marketing Promocoes E Eventos Ltda
- Plamarc Ltda
- Ykone
- Jeddah
- Cdecaux SA
- Posterscope
- Sharp NEC Display Solutions
- Hills Advertising L.L.C
- Backlite Media
- 365 Digital
- Primedia Outdoor
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 175 |
| Published | March 2025 |
| Forecast Period | 2025 - 2029 |
| Estimated Market Value ( USD | $ 35.79 Billion |
| Forecasted Market Value ( USD | $ 43.15 Billion |
| Compound Annual Growth Rate | 4.8% |
| Regions Covered | Global |
| No. of Companies Mentioned | 47 |
